Showing posts with label u.s. census bureau. Show all posts
Showing posts with label u.s. census bureau. Show all posts

Thursday, February 11, 2016

13066: U.S. Census Senseless…?

Adweek reported advertising agencies will be vying for the U.S. Census contract for 2020 work. In 2010, IPG dominated with Draftfcb taking the lead over other below-the-line and minority shops. It’s a safe bet IPG won’t serve up Campbell Ewald as a contender. But will the U.S. Census Bureau hire a White advertising agency to handle the top role? Or will the governmental client seek a partner whose staff reflects the diversity of the country? If so, they may have to wait until 2079 for a qualified agency to emerge.

Agencies Are About to Start Vying for the $415 Million U.S. Census Contract

Deadline looms for 2020 communications work

By Noreen O’Leary

It’s hard to believe another census count is nearly upon us. For agencies wanting to work on the estimated $415 million 2020 census multi-year contract, RFP responses are due Feb. 22.

This time around the Census Bureau is putting more emphasis on digital technology as the government wants to trim costs through greater use of mobile and social.

“The communications industry has changed dramatically since the conduct of the 2010 census, principally due to changes and advances in technology, communications mechanisms and consumer expectations,” according to the RFP. “The Internet, wireless technologies and mobile personal devices have opened new communications channels and media that have empowered consumers with increased connectivity to marketers. The Census Bureau fully intends to harness these emerging technologies and channels as part of the 2020 census integrated communications contract. …The [agency] contractor [selected] shall use an appropriate mix of communications tools with an emphasis on using new technology.”

The final RFP was issued in late January, and agency selections are expected in August. For the 2010 census, Interpublic agencies heavily dominated the team behind the census advertising. Draftfcb, now FCB, was the creative lead, accompanied by agencies GlobalHue, GlobalHue Latino, D’Exposito & Partners, Allied Media, G+G Advertising, IW Group, Plum Agency, Weber Shandwick, Jack Morton, Scholastic, Initiative and Draftfcb Puerto Rico.

Sunday, April 01, 2012

9953: Black Businesses In The Black…?


“Black Business Ownership Surges” is the title of a recent addition to
The New America fluff series from Adweek, Draftfcb and the U.S. Census Bureau. The report stated, “According to the most recent data from the U.S. Census Bureau’s Survey of Business owners, the number of Black-owned businesses in the U.S. grew at around triple the national rate.” It’s a safe bet the figures do not apply to Black-owned advertising agencies. But maybe the boys at Made will launch a multicultural division to service the prospective clients.

Saturday, March 03, 2012

9856: Stereotypical View On Stereotypes.


The New America series from Adweek, Draftfcb and the U.S. Census Bureau included a perspective titled, “Is Including A Stereotype Inclusive Enough?” For this piece, Draftfcb looked beyond its staff and U.S. Census Bureau press releases, tapping Caroline Ceniza-Levine to ponder culture-infused comedy and minority representation in media. Guess it would have been too outrageous to find an actual Draftfcb executive to comment on the topic, as the agency is notorious for displaying insensitivity and cultural cluelessness. Ceniza-Levine is of Filipino descent, and she mused on Asian characters in popular programs. Wonder how she’d feel about Draftfcb’s work for KFC.

Is Including A Stereotype Inclusive Enough?

When are you allowed to joke about another minority? Never

By Caroline Ceniza-Levine

When I took an intro to comedy class, my very experienced comedy teacher had a strict rule: you can make fun of your own race, gender, or ethnicity but nobody else’s. When a Korean classmate made fun of her long-time Jewish boyfriend? Not allowed. When a white classmate with a series of Dominican boyfriends made snarky observations about them? Not allowed. We see this play out in everyday life: communication among people of the same race, gender or ethnicity can push the envelope in a way that people communicating with races, genders or ethnicities outside of their own cannot.

It might not be such a horrible thing to insist that only those of the same race, gender or ethnicity be allowed free rein on jokes or snark. Do I really want to encourage what might devolve into a slur-fest? I’m of Filipino descent, but, if I’m looking for more representation in media and advertising of Filipinos (or Asians in general), then I either need to lift my only-Filipinos-can-talk-about-Filipinos rule or hope and pray that there is a Filipino writer on Louie or a Filipino creative director for The Gap. How many Filipino executives are calling the shots for media programming or advertising campaigns?

Therein lies the conundrum. I don’t like it when non-Filipinos comment about Filipinos. At the same time, I’d love to see more of us in mainstream media, and I don’t want to wait until we fix the diversity in hiring behind-the-scenes before we can fix the diversity in front of the camera. Who knows how long true parity in hiring for all positions will take?

Furthermore, I don’t want to suggest that one Filipino can speak for all. I certainly couldn’t fill that role, as I was born in the U.S., don’t speak Tagalog, and haven’t visited the Philippines for over 20 years. I have a blended family of my own, so my kids are even further removed. How much pull does a fractional Filipino have? Then again, we’re talking about entertainment, not an academic dissertation. Do we really have to be the thing we make observations about (comedy class notwithstanding)? Do we need statistically significant sampling for every cross-cultural reference?

Does lack of representation behind the scenes lead to stereotyping in the content? I don’t want Filipinos to only play the nurse in a hospital show or the straight-A student in the high school show. Yet, I was giddy with excitement at the casting of Sandra Oh on Grey’s Anatomy and Harry Shum, Jr. on Glee.

My kids are growing up with The Wonder Girls, Phineas and Ferb and Suite Life, all with active Asian characters. When I was growing up, there were no Filipina nurses on ER or Asians at all in Head of the Class. So my kids feel more included. Asians aren’t invisible anymore. Of course, the Wonder Girls are trying to assimilate, Baljeet in Phineas and Ferb is super-smart with a thick Indian accent that borders on caricature, and London Tipton of Suite Life has her riches from her white dad (her mom’s side is Asian and of course they work in the fields). So my kids are included, but stereotyped. Is that good enough?

When I was younger and fawning over my movie, TV, and magazine idols, I would have loved to see Asians in mainstream media, even stereotypes. So I’ll take Baljeet and Mike Chang’s Asian F (as in getting an A- instead of an A) as a sign of progress. But we’ve still got a long way to go.

Caroline Ceniza-Levine is a co-founder of SixFigureStart and a stand-up comic with Comic Diversity.

Friday, March 02, 2012

9854: Madison Avenue Manifesto…?


The New America series brought to you by Adweek, Draftfcb and the U.S. Census Bureau closed out February with a Black History Month perspective from Draftfcb President and CEO Laurence Boschetto titled, “Dignified Intolerance: Creating a diverse and inclusive world is not something that should be debated but embraced.” Following a lengthy gushing over Black women in American history, Boschetto dropped the gauntlet:

I recently proclaimed at Draftfcb that by 2014 we will be an organization that no longer uses the term “diversity and inclusion.” We are working tirelessly, from the C-suite to the intern ranks, to foster an atmosphere of inclusion, where everyone is empowered to reach great heights.

As an industry, we all need to embrace diversity and make sure inclusion becomes our rallying cry. A new generation is already recognizing that the “new mass” rejects outdated stereotypes regarding color, gender and sexual orientation. They are cross-cultural and cross-behavioral. Our industry needs to follow suit. It’s not just the right thing to do; it will also boost our bottom line. Companies that don’t mirror the dramatic shifts in our population simply will not survive.

To my fellow CEOs and C-suite executives, change starts with us. We must work together to start a joint uprising that will not tolerate discrimination and exclusion. We must lead by example and mentor our future leaders, instilling in them the knowledge that they should pursue paths they might have thought closed to them. We must tirelessly practice what we preach and prove to the marketplace that we are current, relevant and represent the diverse constituents in the New America we are trying to influence.

That is my stake in the ground. Please add your stakes to mine. Let’s get this movement rolling. It would be an achievement that might just prove to matter most.

In some ways, it’s easy for Boschetto to make such a bold statement, as his agency—or at least his role as Draftfcb President and CEO—will probably be gone by 2014.

But seriously, is it sane for the man to claim his agency will achieve within two years what the industry has failed to accomplish in over 70 years—especially when his own company has demonstrated an absolute inability to simply stop producing offensive and culturally clueless advertising? Boschetto also hollered Draftfcb was “The Agency of the Future” a few years ago, and the world is still waiting for that label to be realized.

Give Boschetto credit for making perhaps the most revolutionary declaration on diversity by a White man in the industry. Too bad that few people will have read his words, as the perspective only appeared in a self-promotional section of a third-rate trade publication. The majority of Madison Avenue leaders can just admit they never got a copy of the memo-manifesto.

Wednesday, February 22, 2012

9816: Draftfcb Fails To Show Manliness.


Another entry in The New America series from Adweek, Draftfcb and the U.S. Census Bureau—Man Down—is shameless self-promotion for the advertising agency. Draftfcb Director of Strategic Planning Matthew Wilcox shows how Census findings led to male insights that inspired a Dockers concept. The research was likely also repackaged to sell the hideous Miller Lite “Man Up” work. Yo, Draftfcb, real admen don’t brag about shitty campaigns.

Sunday, February 19, 2012

9806: More Draftfcbullshit.


Adweek, Draftfcb and the U.S. Census Bureau are still churning out questionable content for The New America series. The latest press release publishing—A Racial Melting Pot?—was authored by Draftfcb Strategic Planning Director Luiz Salles. The piece opens with, “For over 200 years, Americans have proudly referred to our nation as a ‘melting pot’—the intimation being that America is a shining example of the prosperity that can result from divergent cultures coming together to form a homogeneous and (hopefully) more harmonious common culture.” The statement displays a certain sense of revisionist history. According to Wikipedia, while the melting metaphor has been around since the 1780s, it didn’t become popular in America until the 1908 play titled, “The Melting Pot.” Native Americans, Blacks and other non-White citizens have not “proudly” used the term for over 200 years. Indeed, many minorities have rejected the phrase, favoring metaphors like “mosaic” and “salad bowl” to identify the nation. Don’t know where the cross-cultural advocates at Draftfcb might stand on the matter. Regardless, it boggles the mind that a concept such as “melting pot” would be addressed by an agency from Madison Avenue, where non-Whites have been systematically rejected for over 70 years. And the outrageous factor is compounded when considering the agency, Draftfcb, remains among the most culturally clueless in the industry. It’s a wonder the piece didn’t cite Schoolhouse Rock as its primary reference source.

Monday, February 13, 2012

9784: Draftfcbullshit.


The Adweek-Draftfcb-U.S. Census Bureau publishing partnership is more extensive than a Black History Month list of factoids. The New America is labeled as sponsored content—which is actually code for advertising. Or self-promotional pap.

There are already a dozen entries producing a growing pile of editorial excrement that can only be described as airheaded, arrogant and asinine.

Additional inane press releases include The Multiracial Native American and The End of the Segregated City? However, the original perspectives are particularly annoying.

Has Webster’s Redefined Urban? is the title of an essay allegedly authored by Draftfcb Global Chief Talent Officer Cindy Augustine. Criticizing Urban Outfitters for excluding Blacks from its catalogs, Augustine remarked, “We Black Americans do not see this as a marketing oversight. Marketers are savvy and they certainly know their stats so it’s either a deliberate signal that we and our trillions of dollars are not welcome (don’t want the ‘urban’ brand to become ‘Black’) or they hope that the word ‘urban’ is enough of a signal for us to come shop, but hope we’re blind to our own invisibility—the best of both worlds and a sweet ROI.” Wow, that’s a mouthful for someone who admitted having zero advertising agency experience when she took the job in 2011. Now she’s a spokeswoman for Black America. The budding thought leader should know that multicultural marketing professionals are cautious to position themselves as experts by essentially declaring, “I am; therefore, I know.”

Draftfcb EVP Group Management Director Jeff Tarakajian proclaimed, “I officially predict the fall of multicultural advertising and the rise of advertising that’s multicultural.” Can’t help but recognize the inherent ignorance and latent racism in the bold vision. The truth is, as the country becomes increasingly diverse, the exclusively White advertising historically produced by agencies like Draftfcb is what has really fallen. In short, traditional “general-market” messages are irrelevant and obsolete. So how do the White guys respond? By stealing the work usually handled by minority shops, whispering to the clients that segregated efforts are no longer necessary. What makes Tarakajian’s statement most outrageous is the fact that Draftfcb produces perhaps the greatest amount of offensive, culturally clueless campaigns in the industry. These morons have not earned the right to execute “advertising that’s multicultural”—they are woefully unqualified for the task.

If anything, it’s safe to predict the fall of Draftfcb, especially considering the recent and impending account losses. The agency remains proof positive that the mergers of past decades—coupled with the hubris of out-of-touch, outdated and financially obsessed leaders—have created a lumbering dinosaur representing everything that’s wrong on Madison Avenue today. The Agency of the Future is history, and it does not deserve to be part of The New America.

Thursday, February 17, 2011

8520: Heading South.


There’s never a dearth of dumbness in a MultiCultClassics Monologue…

• The U.S. Census shows Blacks are abandoning big cities in the Northeast and Midwest at the greatest numbers in decades, returning to the once-segregated South. Madison Avenue will use the figures as an excuse for the dearth of diversity in advertising agencies.

• Borders has filed for bankruptcy, with plans to close 200 stores nationwide by April. Madison Avenue will use the closings as an excuse for the dearth of diversity in advertising agencies.

• Billy Ray Cyrus and daughter Miley are allegedly not speaking to each other, partly because of daddy’s comments in a GQ interview. Mr. Cyrus claimed that “Hannah Montana” ruined his family, causing his divorce and leading to his daughter’s chaotic life. Madison Avenue will use the silly program as an excuse for the dearth of diversity in advertising agencies.

Monday, May 17, 2010

7665: Award-Winning Cultural Cluelessness.


PRNewswire reported that Mediaweek named the 2010 Census advertising as Multicultural and Best Branded Campaign of the Year. Right. The lead White agency produced a series of spots that made Advertising Age critic Bob Garfield remark, “What a weird choice to build the ongoing awareness campaign around a troupe of well-heeled, middle-aged white people.” Black agency GlobalHue was accused of orchestrating a shakedown whereby minority newspapers were forced to generate Census-related editorial or face losing advertising revenue. Draftfcb President-CEO Laurence Boschetto was blasted for bragging about his company’s commitment to supplier diversity—despite the fact that the U.S. Census Bureau mandated a diverse effort from its agencies. Even the New York Times recognized cultural cluelessness in the content of the program. Oh, and the actual ads were downright awful.

2010 Census Advertising Named Multicultural and Best Branded Campaign of the Year

The U.S. Census Bureau is being recognized by Mediaweek, a leading advertising industry trade publication, for its 2010 Census advertising campaign — winning both the “Best Multicultural Campaign” and “Best Branded Content” awards in the publication’s Media Plan of the Year competition.

The primary purpose of the advertising efforts were to educate and motivate households to mail back their 2010 Census forms when they arrived in March — more than 72 percent of America participated by mail, matching the rate from the last census in 2000.

“The Census Bureau is pleased to be recognized for our efforts to communicate the importance of participating in the 2010 Census in an unprecedented 28 languages and across all segments of the population,” said Census Bureau spokesperson Stephen Buckner. “The American public met the challenge and responded beyond expectations to the census, despite a significantly larger and harder-to-count population, and a continuing decline of participation in other surveys over the last 10 years.”

The integrated 2010 Census outreach and promotional efforts brought together advertising, public relations, event support, Census in Schools, and social media on a national and local basis covering every market. The effort is the result of a close partnership between the Census Bureau and Draftfcb New York, which served as the lead agency of Team Census 2010, a collaboration of 14 partner companies: GlobalHue, GlobalHue Latino, D’Exposito & Partners, Allied, G&G, IW Group, Plum, Weber Shandwick, Jack Morton, Scholastic, Allied, Initiative, and Draftfcb Puerto Rico.

The advertising portion of the campaign resulted in more than 400 ads seen across all media — television, radio, print, out-of-home, digital, cinema, social media, events and sponsorships. Extensive research and input from internal and external stakeholders were integral in the development of the various campaign elements.

“When you think about how diverse this country is and the many different cultures and languages found here, targeting literally everyone living in America is no easy task,” said Bhavana Smith, vice president, group media director at Draftfcb New York. “We’re thrilled to see that the industry has recognized such an undertaking.”

Mediaweek’s annual competition celebrates the most innovative, original and effective plans of the year. The publication is hosting a special awards luncheon to honor all the recipients

June 16 in New York City. For more information, visit http://mediaplanoftheyear.com/.

Wednesday, April 28, 2010

7638: Covering The News.


A Midweek MultiCultClassics Monologue…

• Was Sandra Bullock inspired by her role in The Blind Side…?

• The Census Bureau announced that 72 percent of Americans sent their 2010 census forms, matching the rate in 2000. Guess Draftfcb can now declare that it’s possible to generate decent responses with really, really shitty advertising.

• Ritz-Carlton issued an apology after an employee filed a lawsuit charging the hotel complied with guests’ request to not be served by people of color or people with foreign accents. Ritz-Carlton properties in Arizona thought the apology was completely unnecessary.

Sunday, April 25, 2010

7634: Census Culturally Clueless…?


From The New York Times…

Seeking Cultural Subtlety in 10 Questions

By Fernanda Santos

The Vietnamese version of the 2010 census questionnaire used the words “dieu tra” to describe the population tally — but what the words really conveyed was something like a communist government investigation. On Korean forms, “county” was translated into “nation.” And the Chinese hot line offered information only in Mandarin at first, although elderly Chinese immigrants, who are less likely to be proficient in English, speak Cantonese.

Then there was this: In some questionnaire assistance centers in Queens, where people could get help filling out their forms, census workers instructed countless Bangladeshi to check “Indian” as their ethnicity.

“To have someone identified as something they’re not is not only offensive, but it also drives a misallocation of resources and representation,” said Glenn D. Magpantay, director of the democracy program at the Asian American Legal Defense and Education Fund, an advocacy group based in Manhattan.

So it goes, as the 2010 census tries to count and record New York’s richly and often complexly mixed neighborhoods. There have been mistakes.

Mr. Magpantay and his colleagues were prepared. They wanted to be sure that, among other things, Asians would be counted appropriately — Indians as Indians, Bangladeshi as Bangladeshi, for example — and that the language on the forms matched the nuances of the words used in immigrant households.

The Census Bureau is preparing to send out census takers to households that didn’t return the forms, and they are training the takers to be especially attuned to these cultural differences — and subtle word meanings.

It has tried to hire immigrants as takers and place them in the communities they represent. But the lines and the boundaries aren’t going to be 100 percent clear all the time. Case in point, Mr. Magpantay said, is the Guyanese man who has been assigned to knock on doors in Maspeth, an overwhelmingly white neighborhood in Queens, even though there is a huge Guyanese community in nearby South Richmond Hill.

Lester A. Farthing, New York’s regional census director, said the plan was to match heavily immigrant neighborhoods with census takers who speak the predominant languages there and understand its cultural nuances. That, he said, can go a long way into making people comfortable sharing personal information with the stranger at the door.

Should census takers encounter a person whose language they do not understand, they are to show this person a language card to see whether the language can be identified. Someone who is fluent in that language will contact the home later to finish the job.

Mr. Farthing acknowledged that, with 30,000 questionnaire assistance centers providing help in 60 languages nationwide, mistakes were bound to happen. Still, he took issue with the misinformation given to Bangladeshi in Queens, saying that the centers where the problem happened were staffed by people who receive two days of training at best.

“We tell them that the census is all about self-identification, but there are people who come in and ask, ‘What box do I check here?’” Mr. Farthing said. “The concept of picking a race or an ethnicity for non-American-born folks is not common.”

Mr. Magpantay said that no one knows how many Bangladeshi identified themselves as Indian in the questionnaires, but that the undercount could have meaningful consequences. “If we don’t know the real size of the Bangladeshi population in a neighborhood, how are we going to know if the local hospital needs to have signs in Bangla?” he asked.

He said his organization was exploring legal options to see whether the forms could be tracked and the mistakes corrected. And that they will continue to monitor the operation once the census comes knocking.

Monday, February 22, 2010

7540: BHM 2010—U.S. Census Bureau.


The U.S. Census Bureau celebrates Black History Month with a list of figures relevant to Blacks. The numbers don’t include percentages for Black executives in the advertising industry—or the 2010 U.S. Census campaign budget allocations for minority ad agencies and media.

Tuesday, January 26, 2010

7475: Census Stories.


From The Chicago Reader…

Six Stories About the Census
How Medill students and local ethnic papers came together to find a common immigrant experience

By Michael Miner

In these trying times for mainstream media, which Chicago journalists have the most to say to one another but are least likely to say it? My nominees would be the publishers of the region’s ethnic press. Most run shoestring operations, serving readers of modest means who share a common experience as strangers in a strange land yet are divided by such profound partitions as religion, history, neighborhood, and language.

If you’d told me a few days ago that six ethnic papers would run long stories this week on the upcoming federal census, I’d have assumed it was an interesting coincidence—one reflecting the apprehension felt by all newcomers when government comes around asking questions.

But coincidence doesn’t explain the six stories—idealism does. The stories were all written by undergrads at Northwestern’s Medill journalism school taking a class called “Connecting with Immigrants and Multi-ethnic Communities.” The six papers were brought together by Jack Doppelt, the professor teaching the class, and Steve Franklin, a former Tribune reporter who spent two years in the Peace Corps in Turkey before joining the paper and after leaving it taught journalism in Egypt.

Supported by a Carnegie Foundation grant, Doppelt’s class was created a year ago on the premise that “much of urban journalism is falling apart [and] we must find novel ways to tell stories.” Working out of Columbia College’s Community Media Workshop, Franklin has dedicated himself to helping the local ethnic media survive and grow. The two of them came up with the idea of an “ethnic media summit.”

It was held last October 27 in Doppelt’s classroom. Journalists from half a dozen papers and one independent Web site met not only Doppelt’s 11 students but one another. Until that meeting, “I wasn’t aware that there was a Korean publication in Chicago,” says Silvana Tabares, managing editor of the bilingual Latino weekly Extra.

Franklin and Doppelt’s idea was to divvy the students up among the six papers and have them write stories sharing a common theme. Health care was one they kicked around, foreclosures another. But immigration was the compelling experience everyone’s readers shared, and when the journalists looked for a more specific focus, they landed on the census.

From the six papers:

Jessica Abels, Raphaelle Neyton, and Shasha Zou in al Moustaqbil (“The Future”): “When Arab Americans fill out their census forms in just a few months, they won’t find an Arab category listed next to Asian, Black or African American, or White. ‘Arab is not considered a race, so there’s no racial category,’ explains Louise Cainkar, a board member of the Arab American Action Network. ‘They have to check the white box, and a lot of people feel that their experience is not the white experience, so that’s unfair.’”

Kate Endeley and Clara Lingle in the Korea Central Daily News: “Han and Kim cite many reasons why Koreans who are not U.S. citizens opt out of participating: they are undocumented and therefore fear the legal repercussions; they struggle with English (the 2000 census forms did not come in a Korean version); they find the participation process too tedious or they are unaware of the census itself.”

Zoe Jennings in Pinoy: “Many Filipinos may not understand the importance of the count because in the Philippines, there is no census equivalent and they had never been counted. In providing the government with their name and family information, Clarito says, many Filipinos fear that the government is keeping tabs on them, or at the very least, will demand they perform jury duty or another civic duty.”

Jessica Allen in the India Tribune: “Kamaria said many people don’t know why the census matters, and that in general it needs to be better explained. Even she expressed uncertainty about how the census would affect illegal immigrants who choose to fill out the forms and whether illegal immigrants or students are even supposed to fill it out.”

Matthew Bellassai and Alex Hollander in Extra: “Although the Census is separate from the rest of the government, people tend to associate the two. ‘It’s all “the government” as far as anyone’s concerned,’ Espinoza said. ‘”The government wants to charge me more taxes, the government wants to get me arrested for immigration purposes.” There’s no distinction there,’ he said. Many people in the community tend to agree.”

Arianna Hermosillo and Nadine Shabeeb in the Polish Daily News: “Another barrier to filling out the census form is that people may not even recognize it when it arrives in the mail, according to Zajaczowska. ‘We will have to teach them that the Census 2010 means “Spis Powszechny,”’ Zajaczowska said. This literally translates to ‘common list’ which is what the census is called in Poland.”

Franklin and Doppelt say the papers participated enthusiastically, and I wondered why. They were committing themselves to running major stories on their communities by ethnic outsiders who were moreover still learning the craft of journalism. And the stories would be written in English, meaning that in some cases they would have to be translated. (Pinoy and the India Tribune publish in English, Extra in English and Spanish.)

“In the best of all worlds,” Franklin allowed, the stories on the census would have been staff written. “But most of these papers are very small-staffed. We gave them an extra boost. … And for the students it was an eye-opening experience.”

Read the full story here.

Sunday, January 17, 2010

7454: Draftfcb Continues Cultural Cluelessness.


There’s been a lot of hoopla surrounding advertising for the 2010 U.S. Census, as a significant portion of the overall budget is being allocated to minority agencies and media. The financial distributions—as well as the corny logo depicted above—seem to signal that the U.S. Census Bureau recognizes of the changing face of our nation.

So it’s a little peculiar to see the initial campaign, which is almost monocultural in its execution. From casting to tonality, the shit looks and feels extraordinarily White. Even Advertising Age critic Bob Garfield noted the exclusivity by saying, “What a weird choice to build the ongoing awareness campaign around a troupe of well-heeled, middle-aged white people who are famous mainly to well-heeled middle-aged white people. Hmm.”

The campaign’s creator is none other than Draftfcb, a consistently culturally clueless enterprise. This is the agency whose President-CEO pontificates on diversity. Additionally, the Chief Diversity Officer of parent company IPG recently remarked, “Homogeneous creative teams limit the number of idea combinations. … They can also come up with some embarrassing creative.” Well, the U.S. Census campaign is another shining example to dramatize the point.

Thursday, December 17, 2009

7362: Party Like It’s 2050.


The Census Bureau updated its prediction for the moment when U.S. Whites will no longer be the majority rulers, pushing back the time eight years to 2050. The reasons behind the change include the recession and tougher immigration policies that have slowed the introduction of foreigners into America. The revision inspired the following list:

Top Ten Reactions To Pushing Back “Whites-No-Longer-The-Majority” Date To 2050.

10. Rush Limbaugh celebrates having eight extra years of relevance and popularity.

9. Behind closed doors, The One Club uses the news as another excuse for firing Julius Dunn and abandoning Adversity.

8. Tiger Woods shows no concern, as he’ll still have plenty of hotties to choose from.

7. Procter & Gamble readjusts its radar screen by eight years.

6. Draftfcb quietly reduces the U.S. Census advertising budget allocations for minority agencies.

5. Mickey D’s begins gradual “tanning” of Ronald McDonald.

4. The National Urban League, the NAACP, Rev. Al Sharpton and Rev. Jesse Jackson not surprised one bit.

3. ADCOLOR@ Coalition ponders inevitably switching its name to ADWHITE® Coalition.

2. Coca-Cola continues talking about the importance of minority audiences, yet will do nothing substantial or measurable for an additional eight years.

1. Madison Avenue plans to finally “get serious” about diversity—in the year 3000.

Tuesday, September 29, 2009

7137: Count On Cultural Cluelessness.


Advertising Age reports on Draftfcb’s campaign for the U.S. Census. Hey, bet on the agency ultimately offending every cultural segment in America.

Census, With DraftFCB, to Blanket Country With $300 Million Push
Massive Effort Uses PR, Events, Paid Media and Corrals 100,000 Partners

By Elizabeth Mcbride

WASHINGTON, D.C. (AdAge.com) -- The U.S. Census Bureau is preparing to roll out what is likely the largest advertising campaign in U.S. government history, a $300 million effort to motivate Americans to take part in the 2010 Census.

The 2010 campaign, which begins in January and will last through the summer, includes $140 million worth of paid media, a website, PR, events and materials to promote the Census through more than 100,000 partners that range from storefront churches to Target Corp.

The Constitution requires a census every 10 years. Late next spring, about 1.1 million Census workers will take to the street to identify people who didn’t fill out their forms—the very people the government hopes to reach, though they are also the hardest to reach with advertising.

This is the second time the Bureau has developed a paid ad campaign, and the last one was successful: The 2000 Census campaign, by WPP’s Y&R, reversed the post-war trend of lower participation rates. The data gathered 10 years ago showed that Hispanics had grown to be the largest ethnic group in the United States—and affirmed the importance of minorities to American companies.

In September 2007, Interpublic Group of Cos.’ DraftFCB, New York, won the 2010 contract after an 18-month process in which more than 100 agencies showed interest.

Big net
The campaign is a chance for an agency to be involved in something beyond the mere commercial, said Jeff Tarakajian, DraftFCB exec VP. It’s also an opportunity to stretch an agency’s targeting strategies. “Typically, when we do a campaign, we are discovering the broad-enough target audience,” said Mr. Tarakajian. “In this case, everyone is the target audience.”

More than $400 billion in federal funds is allocated in part based on Census data, and congressional districts are based on the figures. Further, Census data are used by marketers and agencies alike in their attempts to shape strategy, direct dollars and target specific demographics.

DraftFCB’s campaign notes well the lessons of the 2000 Census. The campaign uses ethnic identity as one wedge to motivate people to fill out this year’s form.

DraftFCB has tapped 11 subcontractors, most of them agencies that specialize in targeting particular ethnicities. “Materials will be distributed in 28 languages,” said Raul Cisneros, chief of the Census Bureau’s 2010 publicity office. Material is being designed specifically for Russian immigrants, Arabic language speakers and American Indians, to name a few.

In addition to using ethnicity and geography to target advertising, DraftFCB appended the Census database of participants in 2000 to a market-research database to develop a group of five different mind-sets: The Leading Edge, The Head Nodders, The Insulated, The Unacquainted and The Cynical Fifth.

Within each audience, DraftFCB identified the mindsets that were most prevalent and critical, and is using that knowledge to shape the material.

The pitch
The overall message will emphasize the benefits of participation—better roads, better schools, better hospitals—with a tagline of “It’s in our hands.”

Yet the message is subtly different in the material aimed at the approximately 4.5 million American Indians and Alaska Natives, and 1.5 million Native Hawaiians and Pacific Islanders.

“When you think about it, we’re the only ones who were conquered,” said Michael Gray of G&G Advertising, a Billings, Mont., firm that is responsible for reaching those populations. “We have this huge mistrust of the government.”

G&G’s language deliberately doesn’t promise anything, because that might be seen as overpromising, Mr. Gray said. “We talk about the fact that by participating you may help bring better roads and schools.” Images of Census rolls from the early 1900s, a time in which American Indians were categorized as “Uncivilized Citizens,” may help inspire pride in the audience, which may in turn motivate them to fill in lines for name and tribe.

The money to target groups at such a minute level is actually an unexpected luxury. The 2010 campaign got a big boost from the stimulus package, which allocated $150 million and likely pushed the campaign to the top of the list of biggest government ad outlays.

Targeting
”It’s certainly the largest in recent times,” said Evan Tracey, president of the Campaign Media Analysis Group, a subsidiary of TNS. However, he added that wartime campaigns in the 1940s, adjusted for inflation, might rival it.

DraftFCB’s approach of designing messages around ethnic groups may spark controversy. Rep. Michele Bachmann, a Republican from Minnesota, has already said that she won’t fill out the questions on the form dealing with ethnicity—for fear, she said, that the government will misuse the information. Some immigrants’ rights advocates have suggested to immigrants that not participating would put pressure on the local and state governments that depend on rising population counts for more federal dollars.

One particularly controversial area is likely to be the issue of counting illegal immigrants. So DraftFCB has come up with messages that offer reassurance that their information will not be shared with other government agencies. “Confidentiality is a key message,” Mr. Cisneros said.

The Census Bureau has established a goal of 64% of Americans filling out their forms—that’s three percentage points lower than in 2000. The lower goal reflects the reality of a fragmented media landscape and a more disaffected population, Mr. Tarakajian said. “Ten years ago, we were consumed by Monica Lewinsky,” he said. “Think of what we’ve been through since then.”

Thursday, May 14, 2009

6742: Dumping, Pumping And Slumping.


Blaming it on the economy in a MultiCultClassics Monologue…

• Chrysler wants to dump about 25 percent of its dealerships—789 in total—by early June, admitting that its system is outdated and too fat. The automaker claims 50 percent of its dealerships account for nearly 90 percent of U.S. sales. So why are they settling on dumping only 25 percent? Lee Iacocca used to declare, “If you can find a better car, buy it.” Looks like everyone continues to do just that.

• Pfizer says it will offer free Viagra and Lipitor to uninsured and unemployed Americans. Hey, guess the people at 789 Chrysler dealerships have something to look forward to.

• Census figures show the population growth of Latinos and Asians in the U.S. has slowed, probably because of tougher immigration laws and the lousy economy, leading the government to revise the timeframe for when minorities will become the majority by almost a decade. Which means minorities can expect to be adequately represented on Madison Avenue in about 10,000 years.

Friday, November 28, 2008

6184: Census Cuts May Hurt Ad Minorities Too.


The Washington Post reported the Census Bureau is cutting its ad spending for the 2010 effort. Draftfcb has been bragging about nabbing the account for months, claiming the win demonstrates the BDA’s breakthrough business model. The story below probably means Draftfcb will ultimately shortchange its partner minority agencies.

Census Spending Cuts Raise Concerns on Count

By N.C. Aizenman, Washington Post Staff Writer

The Census Bureau plans to cut spending on advertising and community outreach for the 2010 census by at least a fourth compared with the 2000 census, provoking concern among congressional overseers that historically difficult-to-count groups such as minorities and illegal immigrants will not be accurately tallied.

Although the reduction was part of the fiscal 2009 budget proposed to Congress by the administration in February and was reflected in a stopgap budget resolution adopted by Congress last month, several members of Congress said they did not become aware of the change until two weeks ago, when their staffers asked Census Bureau employees to brief them on details of the marketing plan.

The news adds to congressional dismay over the bureau’s decision in the spring to scrap a plan to use wireless handheld devices to collect information from people who do not mail back their census forms. Technical problems with the devices forced the agency to switch back to its original pencil-and-paper-based system, adding between $2.2 billion and $3 billion to the $11.5 billion cost.

“It makes no sense that we are spending less than [in] 2000 on marketing the census when the challenges we face in 2010 are even greater,” said Rep. Carolyn B. Maloney (D-N.Y.), a member of the House Oversight and Government Reform subcommittee that oversees the Census Bureau. “I would have liked to have said [my response] was shock, but given what the Bush administration has done to the census, it is regrettably not surprising.”

Despite such concerns, congressional staffers said increasing the bureau’s marketing budget would prove a tall order in the current economic climate.

During the 2000 count, the Census Bureau launched an aggressive, multimillion-dollar marketing campaign featuring professionally produced television and radio spots as well as partnerships with 140,000 community advocates, religious leaders, local governments, educational institutions and other groups. The effort was credited with helping to reverse four decades of declining response rates.

Boosting the mail-back rate generated substantial savings by cutting the number of costly follow-up visits that census workers needed to make to households that had not returned their forms. It also gave those workers more time to visit minorities, immigrants and the poor—who are more likely to lack fixed addresses or to find census forms confusing and therefore be less likely to mail them back.

Census workers could face even more difficulties in 2010 because of increased fears of identity theft and the rapid rise in the minority and immigrant populations over the past decade, said William A. Ramos, director of the Washington office of the National Association of Latino Elected and Appointed Officials.

“With all the discussion of immigration reform, and the negativity in particular with respect to Latinos, there’s especially going to be a lot of trepidation about filling out a government document,” said Ramos, whose group sits on the Census Bureau’s advisory council for the 2010 census.

So Ramos and others said they assumed the bureau would spend at least the same amount, if not more, on the marketing campaign for 2010. Instead, the total budget of $213 million represents about 76 percent of the 2000 amount in inflation-adjusted dollars. The $93 million paid-media component is about 57 percent of the 2000 expenditure, while a widely regarded schools outreach program will get only a third of the 2000 funding level.

Arnold Jackson, associate director for the decennial census, said his agency “would obviously like to have more money, and if we get an opportunity we’ll certainly ask for more. However, we think we have a very effective and robust program with the resources we have in hand.”

In particular, Jackson said, the advertising effort is being coordinated much more closely with the bureau’s community partners than it was in 2000. In addition, for the first time the bureau will be sending bilingual Spanish-English questionnaires as well as a second mailing to households that do not respond to the first one—a measure that testing suggests can increase mail-back rates by as much as 8 percent.

Thursday, August 14, 2008

5819: Party Like It’s 1999 In 2050…?


From USA TODAY, experts predict a more diverse workforce by 2050. Which means Madison Avenue will probably start to consider addressing its diversity issues in about 42 years. Maybe.

Census data projects more diversity at work

By Emily Bazar and Paul Overberg, USA TODAY

The U.S. workforce will become increasingly diverse over the next three decades, a shift that could bring changes in education, training and public policy, according to a USA TODAY analysis of Census data released Thursday.

Racial and ethnic minorities in the USA will become a majority in 2042, but the working-age population — those 18 to 64 — will cross that threshold three years earlier, the projections say. By 2050, minorities will make up 55% of the working-age population. The share of the population that is working-age will drop steadily, from 63% to 57% in 2050.

“Not only are we going to have a relatively small workforce, but also one that’s more diverse,” says William Frey, demographer at the Brookings Institution in Washington. “We need to become very concerned about getting the proper education track for those in the pipeline.”

In 2050, the working-age population will be 30% Hispanic, 12% non-Hispanic black and 8% non-Hispanic Asian. Today, the breakdown is 15% Hispanic, 12% black and 5% Asian.

Mark Mather, who studies U.S. demographic trends at the Population Reference Bureau, a research group, says the greatest concentration of minorities now is in the group younger than 18.

Lawmakers must address the needs of immigrants’ children in particular, he says, because immigrant groups often experience high rates of poverty and work in low-skilled jobs. “The challenge for policymakers is to make sure that, especially for children, they have all the opportunities and resources they need to become productive adults,” he says.

Jeffrey Passel, senior demographer at the Pew Hispanic Center, whose analysis of Census data in February reached similar conclusions, says the U.S.-born children and grandchildren of immigrants will account for much of the growth in minorities, and they will be more educated than their parents.

“More and more of the Hispanic population is going to be native in the future,” he says. “These are people who have grown up here, gone to American schools and grown up speaking English.”

Growing workforce diversity must be addressed by employers, says David Grinberg, spokesman for the Equal Employment Opportunity Commission.

“The workplace is a microcosm of society,” he says. “Employers need to be mindful and aware of these changes and implement workplace policies that are non-discriminatory.”

[Read the full story here.]

Friday, August 08, 2008

5791: Changing Faces.


Facing reality with a MultiCultClassics Monologue…

• L’Oréal denied whitewashing Beyoncé in an ad for its hair color product. “It is categorically untrue that L’Oréal Paris altered Ms. Knowles’ features or skin tone in the campaign for Féria hair color,” insisted the advertiser. Beyoncé’s publicist added, “There is no doubt that anyone seeing that ad will know that it is Beyoncé.” No opinion yet from Michael Jackson.

• U.S. Census figures show minority populations continue to rise. “The White population, I wouldn’t say is fading into the background, but it is becoming the older, less fertile part of the population,” said a demographer from the Brookings Institute. A Maryland school official added, “If you don’t have a plan to accommodate the diversity and the poverty and the language, your community is gonna have a train wreck.” Or mirror Madison Avenue.