Advertising is failing Black professionals

As the advertising industry grapples with its own reflection in the wake of societal reckonings and cultural awakenings, the disparity between opportunity and reality for Black professionals remains glaringly evident. I once told a holding company executive that I appreciated the opportunity to succeed, but what I really want is to be held to the same standards as a white man. The executive sent me out into the wilds of his New York ad network on a grueling quest to prove that my experience and track record of excellence made me worthy of a senior-level position. After two grueling days, I used a “Wizard of Oz” analogy to telegraph the ongoing frustration felt by many Black professionals and other industry employees of color, who find themselves navigating a landscape where the path to success is far from equitable and rarely merit-based. [Also read: The state of diversity in advertising] This analogy of the Land of Oz perfectly articulates the experience of countless Black advertising professionals. Like Dorothy, we are tasked with proving our worth to an industry leadership dominated by white men whose track records often fail to match their elevation to positions of power. It's a journey fraught with obstacles, where the Yellow Brick Road of opportunity seems to lead only to dead ends and closed doors. Ad Age Small Agency Conference & Awards Join us July 23 & 24 in Boston Learn more here One cannot ignore the irony of an industry so eager to appropriate the cultural excellence of Black Americans while simultaneously resisting the advancement of Black advertising careers. From music to fashion to language, Black culture is routinely co-opted and commodified, yet the individuals responsible for shaping and driving these narratives are often overlooked, undervalued and shut out. As Juneteenth approaches, so does the specter of more missteps from senior marketers and their agencies. Previous Juneteenth debacles are stark reminders of the disconnect between the mostly white professionals in power who make content and products and the communities they say they want to attract. This disconnect runs deep, perpetuated by a lack of diversity in marketing and advertising industry leadership and a failure to truly engage with and understand the nuances of diverse perspectives. The murder of George Floyd sparked a much-needed reckoning with systemic racism and inequality, but for Black professionals in advertising, little has changed. Despite promises of reform and pledges of support, recent research from industry trade associations, including the ANA and the 4A’s, paints a damning picture: The ad industry is whiter than ever. The fourth anniversary of George Floyd's death serves as a sobering reminder of the work left to be done, the lives lost and the opportunities squandered in the pursuit of true equality. As an inclusion consultant, I’ve realized there are multiple reasons why the industry resists change, all of which belie the industry’s claim to be creative, innovative and relevant. The fear of the unknown, the hoarding of power and privilege and the persistent and bankrupt excuse that diversity, equity and inclusion undermine creativity ignore the realities of a market driven by the vibrance of talent relegated to the margins of creativity. Whatever the reasons, the status quo is no longer acceptable. We cannot claim to be champions of creativity and innovation while excluding those whose cultural relevance is critical to developing ideas, content and products that resonate with multicultural and global audiences. True progress requires more than empty gestures, hollow promises and diversity theater. It requires a fundamental shift in mindset, where inclusion management is the critical strategy for managing a multicultural talent force in the 21st century. Agencies and holding companies must also confront uncomfortable truths and challenge deeply ingrained biases in their definitions of talent, merit and performance. The commitment to meaningful action around recruiting, hiring and advancing talent to amplify diverse voices and perspectives at every level of the industry is not optional. Let’s not simply pay lip service to the ideals of diversity and inclusion. Instead, let’s of remove barriers and build processes that ensure that all individuals, regardless of race or background, have the opportunity to succeed, fail and thrive in making content that is memorable, meaningful and remarkable to an increasingly multicultural and global market. Only then can we claim to have made progress and deliver on the promise of a more equitable and inclusive advertising industry. 40 under 40 entries are open The final deadline for nominations is Aug. 2 Enter here

Advertising is failing Black professionals

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