Adweek reported French advertising agency Rosapark changed its name to Rosa Paris after taking heat for displaying cultural cluelessness. The White leaders of the firm also pledged to set up a diversity committee and more inclusive recruitment campaign. Of course they did. They undoubtedly hope to close the Booker T. on the scenario.
French Ad Agency Rosapark Changes Name to Rosa Paris a Year After Facing Criticism
The firm’s white leadership has claimed the name was unrelated to civil rights icon Rosa Parks
By Stephen Lepitak
Havas-owned creative agency Rosapark has rebranded to Rosa Paris, following through on a pledge made a year ago amid criticism from diversity advocates who felt the agency’s white leadership was using a name referencing U.S. civil rights icon Rosa Parks without demonstrating actual racial inclusiveness.
In the wake of 2020’s murder of unarmed Minneapolis resident George Floyd by police, advocacy group 600 & Rising’s co-founder Nathan Young tweeted an image of the agency’s leadership standing in front of the name Rosapark and called it “advertising’s race problem in one image.”
As more voices joined in the criticism, the agency—which has long claimed its name is unrelated to Montgomery Bus Boycott initiator Parks—last June released a statement saying its leaders would be “rethinking the name of our agency.”
The agency was co-founded by Gilles Fichteberg, Jean-Patrick Chiquiar and Jean-François Sacco, who have said over the agency’s nearly decadelong life that the name was meant to reflect a combination of urban Paris lifestyle and skater culture, tinted with softness. In 2018, it was named Adweek’s International Agency of the Year.
Along with a new name, the agency has also revealed a new logo, symbolizing a rose, the petals of which form the letters of Rosa.
While the agency’s lengthy announcement of its new branding does not directly address criticisms around its similarity to Rosa Parks or lack of inclusive leadership, the agency did write that it had “measured the possible sense of appropriation that could be generated by [the] name of our agency, particularly on the American market and decided to rename the agency Rosa Paris in order to avoid any confusion.”
In 2020, the agency had more directly addressed its critics by issuing a statement that said: “We are aware of the various comments on social media related to the name Rosapark, and we would like to assure you we are taking them very seriously. We are sincerely sorry if the name of our agency, which we chose eight years ago, has caused any offense. In the current climate and in light of recent world events, we fully understand why.”
Alongside its visual and name changes, the agency has also announced it will set up a diversity committee and develop a more inclusive recruitment campaign.
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