Program's many faces

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When Procter & G amble Co. recruiting teams target potential African-American and Hispanic marketers at college campuses next year, they hope they won't be alone.

P&G plans to bring along recruiters from its agencies of record, which include Bcom3 Group's D'Arcy Masius Benton & Bowles and Leo Burnett Co.; Grey Global Group; Publicis Groupe's Saatchi & Saatchi, and Havas Advertising's Jordan McGrath Case & Partners/Euro RSCG.

As P&G reaches out to growing minority populations in the U.S., it isn't just concerned about diversity in its own ranks. Diversity within its agencies has also become a priority.

A task force of P&G and agency human resources executives, as well as agency creatives and production staff, meet twice annually to talk about common issues, says Sue Maruca, associate director-corporate marketing human resources at P&G.

The effort has extended to commercial production, where P&G works with Street Lights, a Los Angeles foundation that helps inner-city African-American and Hispanic youth launch production careers. Last year, P&G began requiring any agency shooting in the Los Angeles area to use at least two Street Lights production assistants. P&G agencies also launched internship programs in production for minority candidates.

Fostering diversity outside the corporation also helps McDonald's Corp. Rey Gonzales, director of diversity initiatives, who says the company does $3 billion in business annually with minority suppliers.

Among the most powerful diversity recruiting tools for McDonald's are franchisees, he says, more than 35% of whom are women and minorities.

"We encourage those individuals in turn to be very active in the community, so it puts multiple faces on the McDonald's system," Mr. Gonzales says. "That in turn becomes a recruiting tool. It's not just a perception [of diversity].

It's reality."

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