Advertising Age published a column by Johnson & Johnson VP-Corporate Affairs Brian Perkins titled, “What Would You Ask John Wren, Martin Sorrell and Michael Roth?” Perkins is slated to moderate a panel featuring The Three Stooges at the upcoming 4As 2011 Transformation Conference, and he plans to drill the holding company honchos on topics including digital, unbundling and data. Plus, Perkins wants Ad Age readers to submit questions for the panelists.
Now, what makes this so wildly outrageous is that Perkins appears poised to suggest advertising agencies, digital agencies and media agencies change their processes and structures. And it seems Perkins is comfortable delivering the suggestions because, well, he’s the client. When clients recommend agency revisions, agencies are expected to comply. Hell, Perkins is even requesting that shops become more integrated. Of course, he means in regards to service offerings, not cultural makeup.
Yet one has to wonder why clients like Perkins continue to turn a blind eye to the lack of culture in White advertising agencies. Johnson & Johnson is quite emphatic about its commitment to an inclusive workplace, as evidenced by the “Our People and Diversity” section on the company’s website. But J&J mirrors all other clients by feeling completely cool—and not the least bit hypocritical—partnering with agencies where exclusivity reigns.
What would you ask John Wren, Martin Sorrell and Michael Roth? Perkins could start by letting the leaders publicly verbalize their positions on diversity. Additionally, have the men detail the specific tactics being employed to diversify employees. Probe the millionaires regarding the personal actions they’ve taken to end the racial segregation, inequities and discrimination in their networks. And don’t allow them to defer to their chief diversity officers.
Instead, Perkins will probably handle Wren, Sorrell and Roth with the delicate mildness of Johnson’s® Baby Shampoo.
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