Saturday, May 25, 2019

14638: Adweek Delegates Diversity Awards.

Adweek spotlighted 18 executives and creatives “making meaningful contributions toward diversity and inclusivity”—and gave each of them an inaugural Adweek Champions salute. The trade publication teamed up with ADCOLOR® to select the winners, which sorta translates to delegating diversity for trophies. Additionally, the champs look like the usual ADCOLOR® suspects. Finally, Adweek designated the report as premium content requiring a paid subscription for access. Heaven forbid the champs might have best practices and success stories to freely share with adland at large.

Friday, May 24, 2019

14637: And The White Women’s Bandwagon Played On.

Adweek published a divertsity ditty from Music Audience Exchange VP of Marketing Rosemary Waldrip, who performed a bitching ballad on the underrepresentation of women in music. Gee, this could lead to progress for female rappers and recording artists, because everyone knows White advertising agencies love hip hop.

Why Marketers Need to Push for Inclusivity in Music

It connects them on a deeper level with their consumers and culture

By Rosemary Waldrip

Women are increasingly demanding a seat at the table. This cultural shift means marketers need to rethink female representation in their marketing to general audiences, particularly as they use music to engage consumers.

Consider the data on music’s gender gap. Only 9 percent of the 899 individuals who were nominated for a Grammy Award between 2013 and 2018 were women, according to data compiled by professor Stacy L. Smith of the USC Annenberg Inclusion Initiative.

And while the awards shows may be starting to showcase more female artists this year, the industry trends are actually going in the wrong direction. In 2017, 83 percent of music industry artists were men and only 17 percent were women, a six-year low for female artists. But here’s the most alarming data point: of the 651 music producers in the study, 98 percent were male and only 2 percent female.

This disparity is troubling in its own right, but it’s especially damaging because of music’s outsized effect on culture. Music shapes our sense of how things are done “around here,” whether “here” is a country music venue in Nashville, a media company boardroom or our culture at large. Consequently, as marketers adapt to meet evolving consumer expectations, they should also reconsider their approach to incorporating female voices, both in the office and in terms of the music they choose to associate their brands with.

Use audience data to disrupt gender-based assumptions

Rather than the simplistic assumption that female artists are only relevant to female audiences, marketers should look at the data. By digging deep into a target segment’s psychographic, demographic, geographic and behavioral attributes, marketers gain insight into what music influences those consumers and how they can leverage those insights to build affinity for their brand.

Spotlight female voices

Female musicians often tell incredible, human stories. They speak out about real causes that matter to them, and their voices can lend authenticity to brands that want to join important cultural conversations.

Even if marketers aren’t aligning their brands with a cause, female voices matter because they drive impact. According to studies from Westwood One, female voices outperformed male counterparts for favorability, brand recall, relevance, memorability and engagement.

Include female artists in recommendations

I’ve never seen a buyer persona that returned an all-male list of matching artists the brand should consider partnering with. While sometimes it might not make sense for a specific campaign, keep in mind that there are plenty of female artists in every genre. Ask your partners or agencies to prioritize inclusivity by making sure that female artists are represented in the RFP process.

See representation as a tool for growth

Firms that rank in the top quartile for gender diversity are 21 percent more likely to overperform on profitability, according to a McKinsey report. Unfortunately, some see representation as code for taking a man’s job and giving it to a woman. That’s a scarcity mindset that punishes everyone, and it also runs contrary to the marketer’s primary mission to achieve growth.

Rather than pitting men and women against each other, use a mindset that sees the opportunity in representation. Instead of mandating progress for its own sake, we can insist on growth by making the case that new voices bring new opportunities. By welcoming more female voices, marketers better align brands with consumers, and in turn, grow their business.

Thursday, May 23, 2019

14636: Mickey D’s Extra Vile Meal.

Mickey D’s is getting deep-fried for its rampant sexual harassment—and now the TIME’S UP Legal Defense Fund is rolling into the drive-thru. Hey, is it an unfortunate coincidence that the fast feeder partners with a White advertising agency run by a former TIME’S UP Advertising leader who left her position after getting caught freelancing an alleged sexual harasser?

Wednesday, May 22, 2019

14635: The Truly Invisible Cannes Can.

The Cannes Can: Diversity Collective describes itself as follows:

The Cannes Can: Diversity Collective (CC:DC) was created in 2017 due to the continued conversation regarding the lack of diversity in the Advertising/Marketing Industry. For decades there have been a plethora of industry leaders that have expressed concern regarding this issue.

The Cannes Can: Diversity Collective has moved beyond concern to creation, by creating the opportunity for previously absent faces of color to be represented at the 2018 Cannes Lions International Festival of Creativity and beyond.

It’s kinda sad how this diversity initiative receives little press coverage and even littler attention versus the endless divertsity initiatives promoting White women at Cannes. To say that a “plethora” of industry honchos have expressed concern for true diversity might be technically correct—but few have actually done anything about it. Instead, the creative elite offers a plethora of clich├ęd excuses, covert heat shields and contrived solutions.

It’s also kinda sad how the organization’s logo (depicted above) looks like a trilobite.

Tuesday, May 21, 2019

14634: Dodging The Draftline With Anheuser-Busch InBev.

Advertising Age reported Anheuser-Busch InBev launched an in-house agency called Draftline. Okay, maybe it’s a nod to draft beer, but the name feels like a Howard Draft enterprise—and even shitty White advertising agency FCB saw fit to shed the Draft label from its masthead.

Monday, May 20, 2019

14633: Wunderman Thompson London Celebrates Mental Health Week In Depressing Fashion.

AgencySpy posted about Wunderman Thompson London celebrating Mental Health Awareness Week by helping staffers deal with stress and anxiety via power naps, mental health ambassadors and a happiness guru. The feel good vibes were completely offset by post-merger redundancies, Jo Wallace and Unhappiness Guru Mark Read.

Wunderman Thompson U.K. CEO Pip Hulbert explained, “Stress is the enemy of creativity.” No, lack of talent is the enemy of creativity—along with an abundance of corporate cluelessness.