How Diversity Efforts Can Boost the Economy
Big Agencies Can Meet Client Demand and Help Small Businesses
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| Laurence Boschetto | |
In today's ever-expanding global marketplace, for an advertising agency -- and the industry at large -- to effectively compete and prosper, its ranks must accurately reflect the world to which it caters.
But there's an even more salient and basic reason to champion diversity and inclusion: the chance to re-energize the economy by giving a much-needed boost to small businesses.
In the midst of an arduous economic recovery, our nation has witnessed the decimation of big-business behemoths one by one. But the demise of many large corporations has ushered in the emergence of many small businesses, making savvy entrepreneurs critical players in the new economy.
As history has shown, the most challenging times present the ripest opportunity -- and this truism extends to the engagement of our nation's small businesses. The old adage, "To whom much is given, much is expected" has greater resonance now, as larger, influential agencies have a responsibility to extend a hand and embrace small businesses.
In our industry alone, if every agency made a concerted effort to connect with and utilize small business -- many of which are minority and/or women-owned -- the impact would begin to have a ripple effect, ultimately pumping vital lifeblood into the economy as a whole.
Year after year, our clients are justifiably raising their expectations of what the agency needs to deliver on the diversity front -- clients such as Kraft, Census 2010, Office of National Drug Control Policy, U.S. Department of Agriculture, MilkPEP, Merck, SC Johnson, and more. We're finding that approximately 20% of this year's request for propsals asked for information regarding our diversity and inclusion initiatives, including diverse spend.
DraftFCB has proactively addressed this issue through our focus on diverse supplier partnerships, and we have elevated our approach with marked results.
The agency has initiated the industry's first "in-house" supplier diversity conference program. By inviting representatives from minority and women-owned businesses to the agency, DraftFCB was able to pair suppliers with the actual decision-makers involved with purchasing their offering. The results of this purposeful direction have been tangible.
In 2008, despite a battered economy and an overall reduction in client spending, 28% of the agency's overall spending was with minority and women-owned businesses.
So far this year we have awarded work to diverse suppliers for our U.S. Census 2010 account, including Plum, subcontracted by DraftFCB to provide creative development, broadcast production and media planning and buying for multiple segments; IW Group, charged with handling creative development and media outreach to Asian audiences in 12 languages; and D Expósito and Partners, which is overseeing media development for a significant piece of the Hispanic audience, to name just a few.
Diversity and inclusion need to be an elemental cultural belief and aspiration for any business. This means recognizing that every organization needs to take a firm stance, ensure a true depth of talent, and be inclusive of all -- regardless of race, gender, sexual orientation, physical challenges, etc.
Diversity should -- and must -- matter because including the ideas, insights and perspectives from a broader talent and supplier pool allows agencies to offer clients a distinct, competitive advantage.
The mantra to "act locally, think globally" is all too applicable when considering the importance of supplier diversity. Those agencies which provide a revenue platform for small, deserving, diverse companies give a much-needed injection for a fragile economy in recovery.
Adopting this profitable, intelligent and conscientious business strategy means the industry -- and ultimately our country -- wins.
| ABOUT THE AUTHOR | |
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Laurence Boschetto is president-CEO of DraftFCB. At the 2009 Mosaic Awards he accepted an award on behalf of the agency for its successful efforts in broadening its partnerships with minority- and women-owned businesses. |
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Perhaps you can explain to me the following:
How did DraftFCB, one of the white agencies in the entire industry land the US Census account— $200 million piece business under which reaching 100 million Blacks, hispanic, asian citizens is crucial—with little to no experience reaching communities of color for any of your other clients?
You said:
"So far this year we have awarded work to diverse suppliers for our U.S. Census 2010 account, including Plum, subcontracted by DraftFCB to provide creative development, broadcast production and media planning and buying for multiple segments; IW Group, charged with handling creative development and media outreach to Asian audiences in 12 languages; and D Expósito and Partners, which is overseeing media development for a significant piece of the Hispanic audience, to name just a few."
That all the ethnic shops involved in this pitch are subcontractors to DraftFCB tells me who's in charge--and who's going to be paid as if they're in charge.
Also, according to a recent AA article Draft reps said: "For multicultural audiences, agencies are picking from the five mind-sets identified by DraftFCB that are most relevant for their groups."
What the eff?!
How can a GM shop determine and quantify mindsets of consumers they traditionally ignore in order for someone else work towards under said GM shop's leadership?
I smell BS.
Given the turtle's pace at which the work's being aired, I can't wait to see this disaster unfold.
I applaud your agency's leadership role in the utilization of Minority Vendors. However, I also understand that this is a very thinly veiled attempt at justifying your agency's mandate by the Federal Government to meet Affirmative Action/EEOC compliance.
The truth of it is that FCB's history, before this contract was no better or worse then any other Chicago agency's biased hiring and promotion policies. Even though Chicago agencies have a far better record of hiring and promotion of minority talent than does New York or San Francisco. The careers of Tom Burrell, Carole Williams, Bernie Washington, Barbra Proctor, Jim Glover and Phil Gant are ample testimony to that fact. Even though every single one of those individuals hit the steel curtain after stellar accomplishments at their General Market agencies and were reduced to working in the plantation leagues (with the exception of Mr. Gant)where their collective creative genius was relegated to the worse fate imaginable. Industry Obscurity.
Bragging rights do not come from the self-interest of Federal diversity mandates that are now being enforced for the first time in more than a decade. Bragging rights come from breaking new ground. Y&R hired Carole Williams agency when they had the Census. How does hiring Plum as a minority sub-contractor set you apart or above the rest of the industry. Sorry, but it does not.
Your "industry's first "in-house" supplier diversity conference program," was a requirement of the Census RFP. Again, nothing to brag about.
Let's do two things to help you through this unfortunate PR stunt gone bad. Because, believe me, the comments following this letter will test your fortitude and your integrity.
One, let us see you respond to some of the comments (including this one) that will question your sincerity and your right to spend the taxpayer's hard-earned dollars.
Two, let us see you use our government's resources (and your own)
to really break new ground. If you really believe your own words ("DraftFCB has proactively addressed this issue") then you should have no problem referring the next piece of new business that knocks on your door, (but does not meet your minimum billing requirements, or client conflict issues)to a minority-owned agency
even though it is a general market account.
Either one of these acts would be worthy of a man of your stature.
Then you would not appear to be so self-serving and insincere.
You are to be congratulated for taking this first step for an agency leader by addressing this forum. Now take the second step and break the Plantation League. Give a minority agency a chance to prove it can compete on a level playing field. All it takes is guts. Not just lip service and political expediency. Because at this point, you have done yourself and Draft/FCB more harm then good, on this forum and in Washington.
Harry Webber
http://MadisonAveNew.com
If there was ever a client worthy of a leveled playing field bidding process, it was the US Census Bureau. You're talking about, a "brand" whose target audience is 320 million deep a full 33% of whom are African-American, Hispanic-American, Asian-American, Native, etc. with a multitude of languages and sub-cultures and assorted non-white us cultural sub-sets mixed in. in short, it's everything the ad world isn't.
So the Census Bureau and the Obama Administration proceeds to help relegate non-white agencies to sub-contractor status answerable to what might be the least-qualified shop possible for this assignment.
But what bothers me even more is the utter greed and incompetence it takes from a shop like DraftFCB, one who's failed time and time again to do work that connects with consumers of color to begin to think they're even remotely capable of doing this right. (Nice TacoBell and KFC work, fellas. Can we get a few more Asian guys doing karate?)
I haven't seen so much ego combined with so little actual competence since Peter Arnell sunk his claws into Pepsi and Tropicana. Or the Julie Roehm + Wal-Mart fiasco.
We don't believe you, you need more people!
Its all about the money! With the increased buying power from the minority community, this my friends is the new gold rush. GM agencies are gonna exploit and try to make money off of this and leave ethnic agencies once again with the scraps. 10 years ago, GM agencies considered minorities, and their agencies as worthless and something beneath them, now with the new census, its like oh crap lets make some money. At the end of the day, thats what its all about. So stop frontin.
"How Diversity Efforts Can Boost the pockets of GM agencies
Big Agencies Can Meet Client Demand and Help themselves"
"Adopting this profitable, intelligent and conscientious business strategy means DRAFTFCB -- and ultimately our GM agencies -- wins."
Lets keep it real.
You should have called him "Larry." Peole named Laurence (wit a "U") hate it when you call them "Larry." You call Mr. Fishburn "Larry" he'll knock your Black ass out. That's real.
http://HarryWebber.com
Minority owned ad agencies have been complaining about their exclusion and "niggardly" participation on Federal Gov accounts for decades. Nothing, including the dollars involved in the sub-contracting, sharecropping charade will change until the minority shops get some balls and file anti-trust lawsuits versus the holding companies' cadre of prime contractor predators for Fed gov accounts. Stop your damn whining....it is you who suffer from the delusion of inclusion. Like the saying goes, "Mirror, mirror on the wall, who's the fairest of them all? Snow's white and don't you ever forget it!" Sanford Moore
Add Boschetto to the long list of leaders — including Dan Wieden, Rick Boyko, Mike Hughes, John Seifert, Bob Liodice, Nancy Hill, Bob Scarpelli, etc. — who have openly admitted that our industry has failed in its responsibilities toward diversity.
What other industry allows such confessions to be consistently repeated without reprimand? Boschetto will not answer Harry Webber or BlackCanseco. After all, he has a shiny new Mosaic Award to prove that insufficient efforts will not only be tolerated – they'll be rewarded.
http://WeOwnGM.com
$200million of our taxpayer dollars should create quite a few new jobs at Draft/FCB. Why don't you have your designate for this challenge post those jobs on this forum, so the many professional networks that feed into this discussion group may submit their qualifications for those positions.
Not to a general mailbox at Draft, but to a real person with real authority to put them at the head of the line. You could do that. Really. You're the President as well as the CEO. They will listen to you. You have the power.
We will be waiting right here for the list. So will the GAO. And the rest of the advertising industry. And the clients. Your clients. Waiting...waiting...waiting...
HarryWebber.com
To begin with the U.S.Census Campaign require a vast knowledge of "diverse population" in order to reach out to them effectively. And since DraftFCB has often merely addressed "stereotypical" aspects to reach out to "ethnic markets", thus needs agencies with proper knowledge of those audiences in order to make the campaign a success? So does that even count...?
My problem isn't really with mr.boshetto, its with the minorities one second can turn into a al sharpton one second and the just as fast turn into a Michael Steele if the connections and money is right or one of the gm agencies give out a "internship" or say or shout out "we care about minorities."
Those cats have to live with their conscience when they go to bed at night, thinking yeah maybe these GM actually are looking out for your best interests. Your gonna wake up 20 years on a deserted island watching these GM agencies on a cruise ship pass u right by.
"The intense, ongoing scrutiny our industry has undergone for insufficient diversity and inclusion has been well-documented -- and warranted. Many of our country's so-called minority groups are rapidly growing, and by 2045 will be the majority. When we put them together, they represent a new mass market whose current buying power is over $2 trillion."
Let me summarize that statement. Well were a racist and discrimating industry, we know that. We see that you minorities are have a growing population, we don't want u amongst us, but what we do want is your money, not just some of it but all of it.
http://HarryWebber.com
I think we can safely say that the "vast knowledge of "diverse populations" that our government entrusted Draft/FCB with has proven to be non-existent at this forum, which has the largest audience of any trade publication reaching minority-focused communicators in the nation.
Our comments have been received but not responded to, for two entire business days. In a blog, that is a lifetime. Which means, we are not considered worthy of response from Mr. Boschetto or his organization.
Am I the only one here who feels that if Draft cannot conduct a conversation with the minority members of its own industry, it is quite a leap to believe they are capable of engaging the interest of an even larger audience, that has considerably less interest in what they have to say?
And what does this say for their minority subcontractors?
Well according to the testimony of Jeff Tarakajian of DraftFCB before the Information Policy, Census, and National Archives Subcommittee Oversight and Government Reform Committee last March,
who stated that the largest single group of non-believers, the"Cynical Fifth": (19% of population) believed that,despite their claimed unfamiliarity with the census, this segment actually knows a lot about it and are resistant to it based on their ideological belief that the census is an invasion of privacy and may be misused.
Are we not Cynical? Is there nothing that can be learned from this assembly of multicultural authority figures, key influencers, and thought leaders.
Where is Mr. Tarakajian's response to these comments? Or does he share Mr. Boschetto's apparent disdain for Multicultural professionals? He addressed a committee whose stated mandate was
Government Reform, yet Mr.Boschetto and Mr.Tarakajian seem to
be the poster boys for "Business and Usual."
Why do you think that is? And where is our champion Ken Wheaton in all of this? Why is yet another puff piece from Jo Muse worthy of his time, yet a follow up call to Mr. Boschetto, to inform him that every day he ignores Mr. Wheaton's readers is another day his credibility slips another notch. There I go again telling Ken how to do his job.
This is just more example of Madison Avenue leadership in action. I don't know about you guys, but I know a lot of people in Washington. I bet you do too. I understand why you are not standing up and being counted about this flagrent misuse of taxpayer money in this forum. The Black List is real.
But if you people don't use your political influence to bring
this example of gross negligence to the attention of the
Information Policy, Census, and National Archives Subcommittee
of the Oversight and Government Reform Committee then you deserve to be ignored. Why? Because Mr.Tarakajian promised the sub-committee:
"Bottom line: Today we are exactly where we should be. But we know the world is more unpredictable than ever, so we remain vigilant to address whatever challenges come our way."
If these comments are not a challenge, what is?
http://iapia.org
First of all, The Big Tent never transitions to pay-per-view. But before you think it's another form of disrespect, understand that no Ad Age blog – including Wheaton's work – enjoys such privilege.
Second, you need to understand the Draftfcb/IPG attitude about public discourse. They are totally cut and run. George Parker blasts them regularly and has never received a response, except from anonymous Draftfcb employees. Parker even noted this post in his blog, and only garnered a single comment. No one wants to touch diversity-related topics – especially when we jump in to dispute all bullshit.
Hell, when Draftfcb presented the minority supplier panel during Advertising Week, there was virtually zero press about the affair. They only posted a single entry on the agency blog.
IPG is the bigger cancer of cluelessness. Remember, Globalhue saw fit to ultimately divorce itself after merging with IPG. On the flip side, IPG will buy into a Steve Stoute enterprise or hire a rapper when they need cultural insights. Minorities are primarily hired for minority efforts, like the Census assignment.
Thanks for the heads up on protocol. Since I comment on all sorts of coverage, it is hard to keep track of which things are archived and which goes for pay-per-view. I just remember Gatorade and a few other stories being pulled rather quickly after they turned bad.
I don't really care that much about any of this, I just think it's important for some of these issues to surface in the due diligence process, so that those who are concerned--and that seems to be more and more firms--can gain a 360 degree view of the duplicity.
Plus, the more times I comment, the more traffic I generate. And I do like the sound of my own voice.
But alas, this is a low interest topic for the industry reader in general. Myself included. It is just so much fun to be the class clown and not have to worry about graduating.
But I do feel we have beaten this topic death. See you at the next
"Court-in." Stay up homeboy.
http://RelentlessCreativity.com
IW Group has had an opportunity to work with a wide array of mass-market advertising, marketing and public relations agencies. As an agency that focuses on a specific niche market, my colleagues and I are always searching for partners who will treat us with the same dignity and respect we accord to others. DraftFCB is one of our favorite agency partners.
The 2010 Census is one of the most important endeavors our agency has had the opportunity and privilege to support. We take this job seriously. And we certainly expect our partners on the DraftFCB team to take it seriously as well. Throughout this entire process, the U.S. Census Bureau team and the DraftFCB leadership have been exceptional partners. They have listened to all of our concerns and have worked closely with us to find solutions.
In the area of supplier diversity, DraftFCB has insisted from the very, very beginning that our Census team must include a diverse pool of vendors. In order to support DraftFCB's commitment, they have dispatched representatives from their agency to Chicago, L.A., New York and elsewhere to talk with small business owners, women business owners, minority business owners and others to ensure that they have the best talent available for the Census campaign and for their other advertising and marketing initiatives. I was at the L.A. meeting (coordinated by the Southern California Minority Business Development Council and by Interpublic Group's Floyd Conway) amd met the DraftFCB folks there.
Additionally, we asked DraftFCB to introduce us to one of their clients. We told the agency leadership that we had some ideas on how we could help their client reach the rapidly growing Asian and Asian Pacific American consumer market. DraftFCB agreed to help us with the introduction. Not only did DraftFCB open that door, but they also attended the initial meetings to help us convey our ideas to their client. We ultimately won that business as a result of their guidance, care and support. When we asked DraftFCB what we could do in return, they simply said: "Do an exceptional job for the client. That's all we ask."
DraftFCB continues to direct, guide and challenge us on every aspect of the U.S. Census campaign. And yes, we do argue with them; pushback on some of their ideas; squabble with them over some of the executions for the campaign, etc., etc., etc., but that doesn't mean they disrespect us. Nor do we disrespect them. This means that we are all extremely passionate about our shared interests in ensuring that we have a full and accurate account of all persons living in the U.S., including its territories, tribal nations, and freely associated island areas.
And DraftFCB continues to ask us, as a strategic agency partner, to do an exceptional job for our shared clients. I believe our entire team is doing an exceptional job. None of this would be possible without exceptional leadership
I have always respected your opinions and will continue to do so.
Let me first clarify my own position on this post. My initial reaction was to the continued recognition by industry leaders that diversity is a dream deferred – and there is far more recognition of the inaction versus progressive action.
Additionally, like some of the other commentators, I wonder about Draftfcb pontificating on diversity while producing advertising deemed offensive by minority audiences. Bill, you tend to take the high road on such matters, but I would be interested to learn your true feelings on the Draftfcb KFC spot with the Asian American dudes that received criticism from consumers. It's right here: http://adage.com/bigtent/post?article_id=138634
Yes, Draftfcb has helped your agency. But it appears they could also benefit from your cultural expertise.
Regarding your successes with Draftfcb, well, that's how it should be – especially given that you're both within the IPG network. It's the responsibility of all sister agencies to support each other. Otherwise, the networks would be a farce.
But to me, the true test will be the day you ask an IPG sister shop for assistance in landing general market work.
Again, I continue to enjoy your writing and your insights. All the best.
Mark Green
Senior VP
Cell Phones for Good
www.cellphonesforgood.com
To think of "diversity in a positive forward thinking way" let's start with the stock photography on your website. That would be the first step in walking the walk. As for Mr. Boschetto's engaging in this conversation and being given credit for same, a conversation is interactive. Mr. Boschetto has engaged in a pronouncement. We have asked him to participate in a conversation but he has chosen not to. It is to his sub-contractor's credit that any response from the Census Team to the diverse readers of Advertising Age has been noted.
This issue is nothing new Mr. Green. Some of the people who have commented here have been engaged in this struggle for more than 40 years.
I am sure you mean well in your comments. I applaud you for your support of the practice of diversity in business. The advertising industry does not feel the need to support this uniquely American practice. If Draft/FCB was not a Government vendor they would be no better or worse than the rest.
Please do not expect those who have been waiting for the advertising industry to catch up to the Bill of Rights for almost half a century to "look at diversity in a positive forward thinking way." We see it for what it is. A practice that does not apply to the advertising industry.
As for your own industry, consider this. I act as the CMO for RADD the Entertainment and Professional Sports Industry's voice for Road Safety.("Friends Don't Let Friends Drive Drunk Or Distracted.") When I look at your website and see the conscious absence of African-Americans or Hispanics, I wonder what century
your country is operating in. As a founder of this company, who has chosen to identify with and support Draft/FCB, I wonder what the culture of your own company must be like. I am certainly not compelled to become a customer of PFG. Little things mean a lot
when you decide to become a "voice in the diversity conversation."
People will look at how you express the service offering of your own company. And if the pictures don't match the words---and if your partners tout marketing as a career strong point---then something doesn't add up. Does this company feel that blacks and Hispanics are not part of their audience. Does PFG have a color bar. And that perception will make a person like me pass on an otherwise excellent business proposition. No matter what you "say" on the pages of Advertising Age," what CPG is saying to the outside world is "Our dog is more important then you are."
This forum is no place for amateurs Mr. Green. Time to practice what you preach. We will be waiting. You can be positive about that.
http://GeniusMatters.com
I truly do appreciate your comments and you are absolutley right when you refer to me as an amateur in this discussion. You are obviously very articulate and passionate regarding this issue of diversity in business. I am equally passionate (certainly not as articulate) with our mission of building a viable company that does good work and makes a difference in the lives of others. That being said, everyone is an amateur at the beginning of any endeavor in life.I am trying to find my way in the diversity discussion because it is important to all of us. As you indicated,there are those who have fought the fight for 40 years! You all are the experts.I would challenge you to look at us and company's like ours who have a willingness to partcipate in this discussion, as potential prospects of change.
We will continue to seek out people and organizations that share these views, not only in the advertising industry but in our cell phone sector, non profit sector and elsewhere. We will also seek out those voices, people and organizations that can help us navigate these issues and move not only the conversation but the "business case for diversity" forward.
As with any journey - we will continue to take proactive steps forward. I try not to preach - but at Cell Phones for Good we have started to practice.
I was somewhat suprised by your statement of our "conscious absence of African Americans or Hispanics" on our web site. You are correct with regard to the "stock" photos on the site. Our web site design partner used those photos as place holders until we switch those photos out with "real" clients and customers of ours after we launched in August 2009. That has been the plan and is now a piority.However, I would encourage you to view "all" of the photos "we" provided the web design team that scroll on our home page.
Please do not take these comments as my effort to appease you or anyone else. Those who know me know I don't do that.These comments are made in the spirit of important, good, constructive, discussion to help initiate positive change. I think we all agree in the virtue of that.
Mark Green
Senior VP
Cell Phones for Good
www.cellphonesforgood.com
I applaud your candor and the respect with which you approach this forum in your search for understanding. As those who read these posts know, I am not an advocate for multicultural marketing. Personally, I think most of it as practiced is self-serving, drivel that insults rather than enlightens. But then that is how I view most general market advertising, as well.
There are some places that you should visit in your quest for knowledge that will prove both informative and perhaps inspiring. Visit an Assisted Living Facility and talk to some of the oldest black residents there. It will give you an amazingly personal view of what black boomers have lived through, as seen by the eyes of their parents and their parent's sacrifices.
Visit an urban high school and go to the Special Education Department. Spend some time with the teachers who work with at-risk youth, both black and Hispanic. You will begin to understand how important your product is to those who only have a cell-phone to their name and make decisions on whether to eat or buy more "chirps" on a daily basis.
Consider a visit to a local penal institution, college campus, sports complex or factory plant. See how surprised you are to find more in common than you could ever imagine without such a visit.
Stop by a black church. Stay for the service. Most of the people you will meet there will be very close to your conservative point of view. Their values will be remarkably aligned with your own.
If you are sincere, and I believe you are, the people you meet in this journey will be far more informative than any brief from any multicultural agency. And the end result will be a better product and a better understanding of your audience then you ever thought possible.
As for positive change, that is just a dog that won't hunt in advertising. I have seen nothing that even provides a glimmer of hope for an inclusive future for the next generation. Yet we soldier on.
Same as it ever was.
http://HarryWebber.com
Good response, Mark.
I'm glad you chose to return and stand your ground. You bring up a lot of points –both deliberately and unconsciously – that get to the frustrations involving diversity, particularly in the advertising industry.
As Harry pointed out, individuals on this thread have been working on diversity for up to 40 years. The truth is, our industry has officially been struggling/failing with diversity for over 70 years. Every entrant to the cause brings a new perspective, which can be fine. On the other hand, too many leaders – including Mr. Boschetto – appear to be starting from scratch. That is, they seem to be oblivious to all previous efforts. I've often said the leaders-of-the-hour hit the reset button about every five years on the ad industry diversity issue.
Imagine if every time you approached a prospect for Cell Phones for Good, you were forced to not only explain the company's mission, but also to explain – in exacting detail – what a cell phone was, how it worked, why it was a helpful device, the meanings of the numerical symbols on all the buttons, which end needed to be spoken into and which needed to be listened into, how to turn it on, how to recharge it, why it needed to be recharged, how to pay the monthly bill, etc. Then also imagine that every time you had to explain these things, you were facing a hostile audience who really believed the world ran much better without cell phones and without people like you trying to forward the benefits of cell phones. Every single time. I dare say you'd be plenty flustered.
As Bill Imada pointed out, Mr. Boschetto and his agency have done some good in the area of diversity. Others, myself included, see a lot of hypocrisy and a history of inaction. For example, Mr. Boschetto speaks of the importance of having a staff that reflects and/or has sensitivity for the audiences targeted by the messages. He fails to note that his agency has an embarrassing record of creating messages that offend audiences with cultural cluelessness and insensitivity. For a quick peek that leads to the evidence, look here: http://tinyurl.com/nyjqdp
To be clear, "amateurs" need to be engaged and join the cause. At the same time, they need to recognize the "professionals" who have been in the game for the long haul – and ultimately, the amateurs have to be willing to do the homework to catch up with the rest. History has shown most amateurs are unwilling to do the homework – or any work, for that matter. Right now, too many leaders like Mr. Boschetto speak like professionals, yet act like amateurs. And the ones who aren't acting like amateurs are often blatant liars.
Well, what I do believe is that the diversity "jeanie" is out of the bottle. Apparantly your voices and many others are being heard. I know for fact that under your watch and others, that jeanie is not going back in the bottle. So here we are and just so you know, I will not be swayed one way or another by a brief from a multicultural agency unless I believe in the message.But more importantly do I respect and trust those who are delivering that message. And yes, there is an economic agenda in play here as is the theme of Mr. Boschetto's article.
I always get concerned with talking about diversity and business because the word "exploitation" inevatably comes up. As I indicated in my earlier post, we are fortunate in our business because there are no color barriers in our world. That does not mean that there are not signifcant segments that require a sensitivity to multicultures. And thats where company's and ad agency's need help and direction. On one hand, all cultures are consumers, but if you make a contious effort to try to attract those consumers, you potentially will be percieved as trying to exploit them. It's one thing if indeed you are trying to exploit them, but if you are trying to build a business and do good work how do we build that trust with those consumers? What does it take in your mind to get that "dog" of positive change to hunt?
Mr. Jones thank you for your post. As the world becomes flatter - with the speed of change, demographic shifts, technological advances, etc... to use your analogy - imagine if there comes a day and maybe soon - where one company finally decides to try a cell phone and the other does not, despite my constant explanations. Now the one company with the cell phone has an advantage - they communicate faster, get information quicker, and unless the other companies adapts to the new "reality" - they may cease to exist. I believe the world is changing. The diversity conversation in this forum certainly is in full swing. Do we give Mr. Boschetto any credit for that? That's your call guy's. I really want to believe that "dog" is hunting. Thanks for allowing me to join the conversation". P.S. I hope to shake your hands.
Mark Green
Senior VP
Cell Phones for Good
www.cellphonesforgood.com
That's what I'm talking about!! We're talking! Two different views collided and no one got hurt - understanding and dialogue happened. We need more courageous souls on this forum. People who not only post but stand behind their views and engage in a real conversation. Thank you all.
Mr. Boschetto might have gotten more credit if he had stopped and done the same. I know Bill has had a great experience working with his agency but the only experience any of us have had with him is this post and the silence that follows. An opportunity missed.
Thank you all for this great conversation. Until all the other potential "saviors" realize the importance of creating open conversations like this, no much can change.
You wrote, "...but the only experience any of us have had with him is this post and the silence that follows."
For the record, I've been noticing the happenings at Boschetto's agency for quite some time. Just visit http://multicultclassics.blogspot.com and do a search for Draftfcb. Or do likewise at Adscam.wordpress.com - while George Parker goes after them for different reasons, there is a pattern of bureaucratic oddities in the land of IPG.
Thanks.
Hey world, Jack has been following the happenings at Boschetto's agency. Sorry for the misunderstanding.
I am concerned with the fact that Boschetto wrote this post, and then appeared to walk away from an opportunity to have a dialogue or conversation about the issue he brought up, that's all.
Once again, thank you for the dialogue that was had about this issue.
But that's the point I tried to make earlier. Boschetto's post was not really a perspective, imho. It was a press release from Draftfcb. Boschetto elaborate on matters only if Cyrus Mehri issues a subpoena.
And what does it say about how we are really viewed that he and his agency felt that we warrant a press release?
Missteps like this should have clients wondering about the advice they are getting from his agency about how to deal with sticky situations. How can this agency create conversations when they aren't willing to participate in conversations?
Let the subpoenas fly!!
Almost every article is like this on here. The Bigtent is just rehashed old articles, and watching the mostly minorities argue amongst themselves as to why these people who control the industry are hypocrities and full of crap and how they have discriminated against minorities for decades. Seriously like whats the point anymore. We all know the people who have the power dont care about diversity. And the people that really care don't have the power to make any change. Unless u can get the real power players engaged and to hit them where it hurts(start taking away clients) this will go on forever. Im sure Mr. Boshetto is reading all of these comments. Does he really care to respond? I dought it.