Essay Twenty-One

Here are a few MultiCultClassics Minutes:

• In 2004 Y&R Chairman-CEO Ann Fudge expressed surprise over the “dearth of diversity” in the advertising industry; plus, she announced plans to deal with the issue in her company. Now comes news of a corporate decision to replace Fudge. Looks like WPP CEO Martin Sorrell is determined to dial up the dearth.

• “If you are a part of the African-American community and your history has been so misrepresented or absent in history, then every one representation becomes so important because it replaces history into the public consciousness,” said Carol Becker, dean of faculty at the School of the Art Institute of Chicago. “And how that’s done is going to be important to people.”

This quote actually came in response to the controversy sparked by a North Carolina statue of Martin Luther King, Jr. (The statue has received strong reactions from residents — particularly Black folks — who believe it does not look like the civil rights leader.)

But the quote applies to multicultural advertising too. Despite decades of slow and questionable progress, minority representations in ads continue to be grossly inadequate on many levels.

That’s one reason why it’s imperative to create positive and authentic images free of stereotypes. Like it or not, multicultural advertising demands certain responsibilities and even moral obligations.

• Sears reportedly cut the fees it pays to mass market advertising agencies Y&R and O&M. Given the retailer’s constant sales woes, it’s a wonder both agencies are being paid at all. Last year the two shops shared Sears’ $640 million ad budget — which probably exceeds the amount of loot Sears gives its multicultural advertising agencies by about $640 million. Perhaps it’s divine retribution for Sears’ decision to eliminate its internal multicultural marketing unit in 2004.

• It pays to be a White man in corporate America. Mickey D’s handed out multimillion-dollar awards to three chief executive officers, including two dead guys. Talk about Mad CEO Disease.

• The list of replacement candidates for the late Pope John Paul II includes a Black man, who would certainly be a dope pope. Sadly, it will be a cold day in hell… um, never mind.