Wanted to add some quick thoughts regarding the multicultural revolution being staged by Kmart and Draftfcb.
While some might argue the clumsy scenario demonstrates an inkling of progress, the circumstances surrounding it all must be considered. Is Kmart “doing the right thing” for the right reasons—or are the actions rooted in financial efficiencies? That is, did the consolidation of communications come from a desire to consolidate and/or cut marketing budgets? Gee, it’s so easy to create change when it involves, well, spare change.
Additionally, it’s always interesting to see that cultural innovation in the advertising industry only happens when the client makes it mandatory. As Draftfcb allegedly has multicultural capabilities—and the agency recently participated in a multicultural coalition for the 2010 U.S. Census—you’d think the ad wonks would have suggested the shifting plan to Kmart versus having the client hatch the big idea.
When Draftfcb first launched, the company honchos bragged about building a new business model and eliminating traditional silos. Plus, they boast being among the industry leaders with diversity initiatives. But the visionary proclamations appear to be nothing more than old-school propaganda.
Despite the airing of Kmart holiday commercials, the multicultural revolution will not be televised. It’s just a rerun of smokescreen tactics that have been executed for generations.
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