Campaign published a perspective from Quantasy Executive Creative Director Terrence Burrell, emphasizing the barriers that Black talent still faces in Adland.
There’s nothing new presented by Burrell—and that’s the disturbing dilemma.
Former US Secretary of State John Foster Dulles said, “The measure of success is not whether you have a tough problem to deal with, but whether it’s the same problem you had last year.”
Adland has had a problem with diversity for many years—in fact, for many, many decades. Worse yet, the industry seems quite comfortable with its DEIBA+ measure of success, which is arguably total failure.
Regarding equality in Adland, the failure is immeasurable. And status quo bias for bias is the never-ending problem.
The barriers that still exist for Black talent breaking into the ad industry
By Terrence Burrell
Despite promises made in 2020, Black creatives at the start of their careers still face unique challenges.
Breaking into the creative advertising industry is challenging. Whether you're aspiring to be a graphic designer, art director, copywriter or creative director, the field is competitive.
But for Black talent, the difficulties go beyond the typical requirements of having the right experience, talent and a dedicated craft.
During the summers of 2020 and 2021, I watched as the industry made concerted efforts to recruit and elevate Black creatives. Talented individuals from multicultural and Black-owned agencies suddenly found themselves in high demand, with job opportunities plentiful. Agencies started addressing their diversity shortcomings, launching DE&I initiatives and investing in programs to rectify the imbalance.
Unfortunately, the pendulum always swings back, and many marginalized creatives quickly discovered that barriers to success are still abundant. Here are some of the obstacles recent hires I spoke with encountered when breaking into the industry.
Limited understanding of opportunities in the industry
The marketing and advertising fields are rarely represented or are completely absent from most career fairs. Therefore, many individuals, particularly those interested in pursuing a career in the arts, lack awareness of the opportunities available to them in advertising and marketing.
Aspiring talent may also find themselves influenced by traditional career expectations. Family members and counselors offering well-intentioned advice may steer them toward more conventionally stable careers, such as law, healthcare or accounting. Despite the creative arts being a viable and fulfilling career path, they often remain overlooked due to the “starving artist” stigma.
Many aspiring talents don’t have the access or network to pursue a creative career, adding to their challenges. Unless management intentionally provides networking opportunities or mentor and outreach programs, these prospects and outcomes won’t change.
Lack of leadership support
Businesses must realize that it will take more than making a few diversity hires in the name of checking a box to make a real difference.
Senior leadership may have diversity goals and programs in place to implement change. However, when they run into more junior creatives who may not always align with their viewpoints, those employees’ work is often pushed to the side, or their contributions reduced to being the token diverse employee in the company photo.
Ensure that everyone in the agency shares a commitment to common DE&I objectives so that the environment is one where young Black creatives feel empowered to learn, grow, occasionally stumble — and view setbacks as valuable learning experiences.
Implicit bias closes off traditional pathways to success
For Black professionals, success in this industry often hinges on networking, creativity and adaptability. While their Blackness can offer fresh perspectives and insights, it can also lead to implicit biases or stereotypes that hinder their advancement.
Traditional pathways to success may not always be accessible to Black professionals, leading to feelings of isolation or imposter syndrome. The pressure to conform while staying true to one’s cultural identity can create both internal conflict and external barriers. Black professionals often walk a tightrope, striving to excel professionally while challenging systemic inequities.
The best way to address these obstacles is to listen, listen, listen — and work with these employees to create an action plan. Agencies can make a lasting cultural and social impact by actively hiring and supporting historically left out, ignored or suppressed individuals.
A diverse workforce isn’t good for PR. It’s good for business. Diversity within an organization brings different views, skills and solutions to the table.
Business leaders must understand that progress in DE&I initiatives requires time and dedication, and maintaining a positive outlook is crucial. While inclusivity may not offer immediate returns, its long-term impact is invaluable.
For my creatives, remember — Blackness is your superpower; don’t shy away from it, but don’t let it become your Achilles’ heel. What got you here isn’t necessarily what will keep you here. Step outside your cultural comfort zone, experience new things and ensure you’re continuously learning about the industry, consumers and your craft.
You may not have entered the industry through traditional means, but you’re here now — so embrace the opportunity to learn, grow and affect change.
Terrence Burrell is executive creative director at Quantasy.
No comments:
Post a Comment