MultiCultClassics has presented the following perspective in the past. But it seems appropriate to revisit the notion in light of the financial crisis threatening to drive automakers into bankruptcy.
As car companies continue to spin their wheels seeking profits, disturbing trends regarding multicultural advertising agencies have accelerated. Specifically, minority shops are seeing assignments disappear and/or get shifted to White agencies.
Yet marketers continue to run messages like the one above, hyping alleged commitments to diverse suppliers and vendors. Exactly how do you make good on these promises while diminishing minority partnerships and increasing relationships with advertising agencies that have steadfastly refused to integrate?
There’s a simple solution to avoid appearing hypocritical: Award lead AOR status to a minority shop. There are plenty of Hispanic, Black and Asian shops qualified to deliver.
Such a move would be easy for a corporation like General Motors, which has numerous brands to offer. GM wouldn’t have to completely hand over the reins; rather, it could assign any of its smaller nameplates.
Why not?
The White agencies haven’t succeeded in selling vehicles. In fact, it’s pretty obvious that they’ve failed. Miserably.
Additionally, if the automakers really hope to win the emotional and financial support of the government—and ultimately, the public—it’s time to show a willingness to try something different. Nobody wants to bail out a consistent, inflexible loser.
There’s no better moment than now to execute the proposal. After all, the nation is still basking in the glow of having elected its first Black president. Think of the positive PR opportunities. Plus, minority shops are far more frugal and fiscally responsible than their bloated BDA counterparts.
Change has come to America. Will the auto and advertising industries join the revolution?
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