5203: Digital = Diversity = Dilemma.

The blurb below appeared via 3 Minute Ad Age: March 7, 2008 at AdAge.com. A brief MultiCultClassics commentary immediately follows.

New 4A’s Chief to Media Conference: Digital, Digital, Digital

New York (AdAge.com) — Nancy Hill, the new president-CEO of the American Association of Advertising Agencies made her podium debut yesterday at the organization’s annual media conference in Orlando. And, she was very clear that HER 4A’s would ride the leading edge of the digital revolution.

If you haven’t checked out the online video, do so quickly before Ad Age archives it.

First, here are a few quick notes for Hill to ponder. If you really want to establish credibility in the digital arena, consider everything right down to production. The camera operator for this online video didn’t do you any favors, in terms of capturing you at a flattering angle (Sorry, we spent many years in the fashion and beauty categories—although we realize the video work might have been out of your control). Also, lighten up. You won the job already. No one is questioning your credentials at this point. Not being a white-haired dinosaur makes you immediately more likable than your predecessor.

Regarding Hill’s vision of riding the leading edge of the digital revolution, well, the bandwagon has been racing along for quite some time already. Right now, Madison Avenue will be lucky to catch the exhaust e-fumes. The revolution will not be televised—which is bad news for an industry still addicted to the 30-second spot.

In many ways, the advertising industry’s failures with digital mirror the fumbles with diversity.

As others (e.g., Jane Sample) have pointed out, digital marketing has been segregated and disrespected—not unlike multicultural marketing. Digital marketing is actually closest to direct marketing, especially given its ties to responses and data. If you need a clear picture of the political and professional relationships between advertising and direct, simply stroll the halls of Draftfcb. It’s not pretty or productive. You can find similar comparisons between traditional advertising and multicultural advertising. Or Madison Avenue and diversity. In the end, it’s all rooted in old school arrogance and exclusivity.

If Hill manages to bridge advertising and digital, she may ultimately formulate solutions for diversity too. Of course, digital will be addressed before diversity. After all, there’s more potential revenue to be found via the Web. Hey, it’s just business.