Tiffany R. Warren posted the standard “Why minorities bail out of Mad Ave” perspective at AdAge.com’s The Big Tent. Click on the essay title above if you want to read it. More interesting is one response, posted by Cliff Franklin of FUSE advertising. Check it out…
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Tiffany, I think you are very accurate, as well as the comments by Evan. But let me give you a little deeper perspective. I have run my agency FUSE for over 10 years. I have been fortunate to have a decent run of success partnering with so-called general market agencies, being a so-called multicultural agency and picking up so-called general market work. I emphasize so-called because the industry has built in racist labels. What the hell is “general market”? This is all a bunch of crap off the top and the industry leaders know that this labeling is separatist and racist. And I do not care that people in the industry will scream like a 3-year-old when I say racist, but that is exactly what we are talking about…flat out racism.
Those young brothers and sisters are leaving the industry because they see the prime assignments and promotions that some of the mediocre talent in these agencies are receiving. They see and hear the negative inferences to “ethnic or multicultural marketing.” They see and hear the lack of budget consideration for the ethnic targets.
These young folks are not stupid. Yes, anywhere they go, they will face racism. But many are disgusted with some of the talent in these agencies. They see less educated, so-called creative folks make well into the six figures doing garbage work. And these are the same people giving them their performance review. And no one can argue that the majority of advertising today isn’t garbage. They see the same whack judges that I wouldn’t hire, voting on their peers in the award shows. They see the polarizing, “special” awards for multicultural agencies. They see the lack of production and media budgets that go along with multicultural assignments.
This is not subjective. This is fact. And any of the African American agencies and senior-level executives that have been in the game the last decade can testify to these facts. Any of the African Americans on the client side can testify to this. We need to quit giving the 4A’s and the AAF a pass when it comes to this subject. Yes, they have instituted programs. Yes, some brothers and sisters have benefited. But the strategy is flawed because it is based on making them feel good about what they are doing more so than benefiting minorities.
Go to fuseadvertising.com and see the “message from the black man” section. Tiffany, Evan and others, keep doing what you are doing. You are trying to make a difference every day and I support you. But we need some Molotov cocktails thrown in this industry. Everyone should be at the Power of Urban Radio in NY on Thursday. Why aren’t the so-called general market agencies in full attendance of that? Oh… “it’s an urban event.”
As I have challenged over the years, FUSE will crush any so-called general market agency in a head to head creative competition. Give me just half the production budget (normally, we get 1/8th). Give me half and watch us undress the darling of the industries. I give creative props to TBWA, Wieden and Goodby and that’s where it stops.
Cliff Franklin, FUSE clifford@fuseadvertising.com, St. Louis, MO
1 comment:
I agree with most everything said here, with the exception of a comment Franklin makes at the end. I've been to the fuse site many times (I'm a fan of the shop), but to say they can "crush" any general agency in a head-to-head creative competition simply isn't supported by the work.
I believe some of it is very well done (particularly the Cards print, although it's beginning to get a little old and dusty at this point). Still, there's a remarkable sameness, particularly in the print. While I applaud Franklin's position, making unfounded, boastful attacks takes the air out of the more important message.
It's interesting that I've heard the same summation of urban agencies from both white guys in ties and brother & sister creatives who wouldn't take jobs at these shops. Their shared comment? "The work isn't any good."
Why? Because the clients for whom both "minority" and "general" agencies work are uninterested in creative work. This cuts across color lines and drives a lot of talented people out of the business, regardless of their background.
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