The Letter to the Editor below was published in the latest issue of Advertising Age (Essay 1057 presented an abridged version that originally appeared on Adage.com). A MultiCultClassics rebuttal immediately follows…
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This whole so-called issue is simply ridiculous! Any agency, no matter how big or small, as a private company operating in a free market, should have the solemn right to select and hire its employees based on talent, skills and qualification and not on skin color!
Actually, what the commission requests is much more racist in its core—as it will mean that, for example, a white copywriter or creative director with a better portfolio or more appropriate experience should be neglected in favor of a black candidate just because of a “minority quota.” Such a quota would be understandable for government and city jobs, but for the private sector? How about Wall Street then? How about Silicon Valley?
And how about the percentage of black students in Ivy League colleges? Or how about a “white-player quota” on NBA basketball teams?
I, for example, am Bulgarian—or, to put it another way, an “East-European American.” English is not even my native language. Despite my background, portfolio and references, I found it extremely difficult to land a job in the American advertising industry until a small Chicago agency came out brave and decided to give me a try.
But according to the approved labeling system, I must be labeled “white/Caucasian” and not a minority “Bulgarian-American.” Now is that fair?
By the way, do you ever wonder how many white vs. black candidates apply for each top agency position? Of course, when 90% or more are white, the end result would be quite obvious. And nobody should complain about it.
Milko Stoyanov
Creative Director
Graziano, Krafft and Zale
Chicago
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It’s always disturbing to see such stereotypical and clichéd thinking coming from someone claiming to be a creative director.
The letter is thoroughly unoriginal, littered with the standard reasoning that routinely surfaces during diversity debates. To complete the tired discussion, here are the standard counterpoints:
• Yes, most agencies have the “solemn right” to hire anyone for any reason. But this simply ridiculous so-called issue is actually focused on doing the right thing.
Additionally, it is illegal for bosses to discriminate based on such things as skin color. Like it or not, our industry’s ethnic percentages seem to indicate biased behavior is taking place. That is, it appears people have been hiring based on skin color — with a strong preference for White skin. That’s a no-no.
Finally, most big agencies service accounts with non-private components (e.g., Lottery, Tourism, Anti-Drug PSAs, etc.). So it could be argued these companies have responsibilities similar to governmental institutions.
• The commission is definitely not pushing racist requests. In fact, the commission is determined to battle racism. At no time has the commission recommended hiring less qualified minorities over White folks. The belief that White folks will suddenly face discrimination is just too stupid to consider. Then again, it’s said that turnaround is fair play.
Keep in mind that the commission is ultimately demanding that Madison Avenue keep its promises. Advertising agencies pledged to change back in 1978. The old Chinese proverb says, “Fool me once, shame on you. Fool me twice, shame on me.” The commission is probably tired of being played for fools.
• Ivy League schools have shown concern about the percentages of Black students on their campuses, and many are executing initiatives to address the matter. Maybe it’s time for Madison Avenue to follow suit.
• Why do so many folks point to the NBA as The Great Equalizer? It wasn’t long ago that Blacks faced tremendous difficulty being allowed on the hardcourts. Ditto for breaking into the coaching ranks. If anything, the NBA demonstrates that once minorities receive opportunities, they succeed and thrive. Perhaps some folks are afraid a similar result would take place in the advertising industry.
• For a minority “Bulgarian-American” to be labeled “White/Caucasian” is possibly an amazing benefit with a host of advantages. Milk it for all it’s worth, Milko.
• Hey, lots of folks wonder why over 90 percent of top agency candidates are White. That’s one major point inspiring the commission’s actions. And everyone should complain about it.
HighJive
Creative Blogger
MultiCultClassics.blogspot.com
Blogosphere
6 comments:
Hey, "Creative Blogger" at least have the decency to display your real name.
Apart from that, your blah-blah is as cliched as I've ever seen. Only you have NO point.
The one who "claims to be Creative Director"
I was surprised and amused to discover - by pure accident - this detailed analysis of my spontaneous letter to Ad Age.
It would be my pleasure to keep the discussion open. So...
1. I don't "claim to be", I truly AM a Creative Director. I pretty well know the difference between "originality" and "cliches". Only this letter wasn't meant to be original. Or smart. Or eloquently bombastic. It just stated my vision and as it seems to reflect the TRUTH (check the 93% poll in Ad Age, duh) - it may sound banal, yes. The obvious is always somewhat banal. The only disturbing thing is that "Creative Blogger", biased to the bone, fails to see what everybody else is seeing.
2. Bosses... illegal... Could you point out WHEN and WHO discriminated an applicant based on skin color? Such shallow generic accusations could only exist in a shallow discussion. By the way, a creative co-fellow, Dan Porrevecchio from Kansas City, put it best:"If discrimination has occured, then hire a lawyer and file a suit."
The example with NBA (which I'm a great fan of) only came to illustrate the absurdity of the campaign... Where there is talent - it will always find a way. Look at jazz music, look at blues... Should we count "ethnic percentages" and establish quotas? And why the Native American Indians and eskimos are not represented in the advertising world?
The bottom line, unfortunately, is that the commission - obviously in passionate pursuit of media attention - could only generate a negative result. Because there is NO OBJECTIVE MECHANISM to measure and match talent and qualifications against enforced quotas and "recruitment policies". Or, if there IS such functional mechanism - I, a veteran of dozens of job interviews - challenge you to share it with the reading audience. We'll all benefit from that.
Finally, my friend, you made me laugh with the prognosis of black people overwhelming and dominating the industry... No offense, but hand on heart, do you actually think when you write? This industry was created by people like Leo Burnett, the Saatchi brothers, Bill Bernbach and David Ogilvy, please don't forget.
I honestly think that America is a free country with a working democracy (and coming from a totalitarian regime I know what I'm talking about) and nobody should complain about unequal opportunities. Your best proof are the hunderds of thousands of immigrants from all walks of life and from all over the world who KEEP COMING to USA because they DO believe that this democracy is FAIR (without being perfect).
Now put down the cry-baby mask and focus on impoving your skills and nurturing your talent (in case you have any).
Sincerely,
Milko Stoyanov
Chicago
Dear Milko Stoyanov,
Your new comments don’t warrant a response, as you’ve eloquently stated your position on the issues. All the best.
-Finally, my friend, you made me laugh with the prognosis of black people overwhelming and dominating the industry... No offense, but hand on heart, do you actually think when you write?-
Milko,
Wow! I'm an African-American woman and I am offended by your comment. No offense, but hand on heart, you’re a jackass.
This is an interesting debate, where both sides only present those truths that support their points. We know that African Americans are more disadvantaged in the upper service economy than Europeans Americans (See Marianne Bertrand and Sendhil Mullainathan, 2004 http://www.economics.harvard.edu/faculty/mullainathan/papers/emilygreg.pdf). Additionally, we know that historically African Americans in the upper service sector, like advertising, are tracked to positions where advancement is rare or focused on targeted advertising (see Sharon M. Collins, Black Enterprise 1997). Therefore, there is work that needs to be done regarding the hiring of minorities in jobs in the upper service sectors of our labor market.
On the other hand, we most also consider that the number of qualified African Americans is much lower than the proportion found in the general population. I understand the city council wanting to do something about inequality, but its approach to doing so does provide a hint of racism. At a minimum, the decision opens itself to this kind of interpretation, and since our original commentator about the article enjoys sayings, “if it sounds like a duck, then….” Additionally, interfering with the free market or even just appearing to do so can create costs for businesses that will have a negative effect on everyone (See Milton Friedman, this he had right). A better approach would be to provide incentives to businesses to hire minorities, and even better to begin a process of training minorities, maybe by providing internships.
Gabriel Aquino
Assistant Professor
Westfield State College
I leave the following quotes for both the black community and the Universities who have so conveniently forgotten the knowledge upon which they originated:
Plato:
“He who commits injustice is ever made more wretched than he who suffers it”
the late Martin Luther King:
"Injustice anywhere is a threat to justice everywhere.”
“If thou suffer injustice, console thyself; the true unhappiness is in doing it”
Democritus
Bravo Milko.
Argumentum ad logicum victoriae est.
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