6096: JWT CEO Adds “Idea Racism” To Mad Ave.

Danny G at AdPulp pointed out that JWT CEO Bob Jeffrey appeared at The Huffington Post to ramble on about “Idea Racism.” Jeffrey has used this phrase before—mostly to criticize the advertising industry—and he really needs to stop already.

Now, George Parker has gone on record to say Jeffrey is a decent bloke, so it’s probably true, as Parker rarely offers false praise. But Jeffrey demonstrates being a good guy does not exclude you from being a jackass on occasion.

Jeffrey undoubtedly has keen reasons for hyping his term, but it’s quite a stretch when considering the standard definition of racism. No, Jeffrey ultimately has assumed the clichéd adman position, injecting shock value to gain attention. It’s a case of bad borrowed interest.

If Jeffrey is trying to communicate the failure of professional integration, he should be more explicit. He might come to understand the deferred dreams of integrated marketing are tied to the inability to connect on other levels. It’s rooted in White male ignorance and arrogance—an area likely familiar to Jeffrey.

There’s a high level of insensitivity on display. What does Jeffrey honestly know about racism? Does he believe people have faced discrimination and even death over campaign concepts? Why not call it “Idea Holocaust” or “Idea Nazism” instead? To answer our own question, it’s because Jeffrey realizes he’d be rightly condemned for going there. Race-based dramas still lead to problems everywhere. It’s sad that Jeffrey trivializes matters with his inane corporate-speak.

Given that Madison Avenue continues to be labeled as racist, you’d think Jeffrey would see the stupidity of his words. Then again, most advertising executives have shown stunning cluelessness on issues like bias. You’d also think the racial tensions ignited by Senator Barack Obama’s presidential bid would make Jeffrey pause before launching his dumb comments. But again, like most advertising executives, Jeffrey seems oblivious to it all.

Jeffrey ought to address the old-fashioned regular racism in his field and agency before taking his hare-brained notion to a bigger stage.

Or perhaps JWT should revamp its breakthrough diversity advertisement, incorporating Jeffrey’s “Idea Racism” theories. That would spike minority recruitment for sure.