Essay 171

Advertising Week 2005 continued to demonstrate the pathetic state of multiculturalism and diversity in the industry.

Advertisers need to make diversity more than simply “dancing to the bedroom…and not just a one-night stand, either,” proclaimed Interpublic Group chairman and CEO David Bell. The dubious statement was delivered at the AAF’s Mosaic Awards and District Two Diversity Achievement Awards in New York (the segregated, minority hours of Advertising Week). Bell also declared the ad community must embrace diversity more quickly and completely. “As proud as we are, we should not be proud because we are really nowhere.” Damn, who wrote this guy’s speech — Yogi Berra? Bell’s perspectives are additionally questionable when you consider his own company’s thoroughly awful hiring record, despite naming an official Director of Diversity in 2003. Bell probably won’t continue pushing the issue, as he may have his hands full dealing with IPG’s impending fraud investigations.

Press coverage of the multicultural events at Advertising Week was virtually nonexistent. The latest issue of Adweek featured a 3-page spread of photos from the gala. In all the pictures, only one Black person appears wedged in a group shot. The other photographed folks are almost exclusively White and male. Hell, they couldn’t even find a person of color to pose in front of the famed Apollo Theater.

Of course, there were the standard minority awards and speeches about the importance of minority advertising. Sadly, the industry sub-segments must repeatedly argue the business benefits of targeting beyond the mass market. Let’s not forget the special accolades bestowed upon the usual suspects. While these leaders are deserving of praise, it seemed a little peculiar for Verizon’s Jerri DeVard to receive the Role Model Award at the AAF District Two Diversity Achievement Awards when her company was identified as the Principal Underwriter of the extravaganza.

Hispanic marketers attempted to further their credibility with a handful of seminars. Plus, Juan Valdez was named the top advertising icon — although he’s got to share the honor with his mule and the Geico Gecko.