Why I’m discriminating with my new agency’s hires
In this guest post Peter Bray says it makes no sense for agencies not to reflect the communities they are supposed to be targeting.
I am involved with launching an agency in a few weeks here in the US that shall remain un-named, and we are in the process of “staffing up”. However, we already have a big problem: the founding partners are white males.
Most of our VC partners are predominantly led by white males. So the problem of diversity is one that is front of mind right now.
Potential multicultural clients have already asked if we have people who understand their audience. These are clients that any agency would kill to have. Already I have to say no, we aren’t the right company for you. We are working on it, but lets not pretend.
Peter, I’m guessing about 25% of your clients target products or services to people over 45?
Therefore, will you be discrimminating against young people by hiring some over 45s?
Wow, this PR piece is disgusting.
Peter is about to launch his agency. He reads on Mumbo the latest outrage and quite possibly, I imagine his thinking would perhaps be along the lines of:
‘OMG – what will happen to us when we send out our launch news, with all white men? Everyone will point to us as another sign of white male dominance. But WE ARE white male dominant. OK. Think Peter, think. Ok. I can admit it. Good idea. Ill admit it, and write how I feel bad and how I’ll try to make up for it by being discriminatory – the other way! That way I can position us as a leader on the issue.’
(Sarah note: this is my creative example of what Peter might be thinking, I’m not saying I can read his mind).
Peter, WHY DID YOU ONLY PARTNER WITH WHITE MEN?
You, your colleagues (and your agency) won’t be seen as ‘diverse’ because you admitted fault (‘sorry, my bad’) 48 hours after the major storm blew up on the issue. You trying to ‘turn a negative into a positive.’
You had a chance to really change things at the top. You’re an owner. I mean, how can you talk badly about ECDs and hiring managers and the industry wide problem when you did EXACTLY THE SAME THING.
Why don’t you bring in someone into your group, now? It’s not too late. And not just a token.
The idea of 3-5 white men sitting around a table, drinking beers and laughing as the money comes in, about how diverse they are because they’ve played the PR machine like a tune to hire women as managers, who report to them – makes me sick.
I’m sure the Leo’s bunch feel quite bad, like a realisation. It’s a eureka moment for them, and possibly a catalyst for change for them.
You and your agency seems to have already had that moment, but proceeded ahead with your friends anyway.
Or are there no good media women with business savvy to ask to join your venture?
interesting.
ps Will be very surprised if Mumbo publishes my post, as politics would say ‘let’s not scare away possible guest posts.’
Make sense to aim to ‘mirror the makeup of the people we are talking to.’
Which often makes sticking to gender issues too narrow and negates Advertising’s role in the huge western Commercial juggernaut: Message to millions to sell.
I specialise in food products. If your Agency client base is 80% consumer food products, you need at least 80% staff to know how to do it effectively. Your aim to drill down and match into specific markets is refreshing. I, in turn will be relieved to find a graphic designer who knows best colour practices for food packaging,and doesn’t back off from the foodie words such as ‘ethnic, vegan, gluten and Italian.” Rather than a ‘token’ whose bewildered face is there just to appease a very noisy ‘enraged’ group.
Is that so hard? Time for some people to get on their high horse and gallop away.
@Sarah I was asked to write the piece, I didn’t approach Mumbrella. Nor did I mention the agency name. Interestingly the business partners weren’t friends prior, we came together as a result of a system that makes it easier for white males. As we are in a position of power, should we try and change the system? I say yes. Hopefully my post provokes more thought and rational discussion.
@Peter Rush Ageism is an industry problem too. Absolutely we will attempt to have diversity in this respect as well.
@Sarah After working with old mate PB back in Australia, I guarantee you one thing, he will definitely ensure there’ll be a strong representation of women in his shop 😉
@Sarah, I can 100% back up what Sam said above.
this is ridiculous. opportunistic at best. so this only became an issue worth putting in writing (that also hurts so much) coincidentally right when there was a chance to trade press a new agency?
no issues when dealing with hires, funding sources etc … hard to look credible taking a moral stance when it’s done so publicly.
hey Media Beard Guy Peter did not mention his agency name, his comment above shows he didn’t volunteer to write it . . . and it isn’t even an Aussie agency, hardly done for PR . . . what is he supposed to do, shut up??? If your big takeaway from his article was that you felt it was PR then check your blind spot, its huge. Thank you Peter for helping higlight diversity issues.
btw @Sarah too,
If you can honestly stand up in front of a room of men and women who are very conscious of the diversity issue in advertising, and tell them:
‘Yes, this new agency’s ownership is all white men. Yes they all know it. Yes it’s true, they could have included someone else in the group. Yes, they did not. HOWEVER, as they wrote a piece in Mumbo promising to be bias and hiring mainly women, who will report to them.’
If you honestly think that this message is helping the diversity issue, and that they should actually be thanked for this, well my friend, it is you who has a bigger blind spot than Tony Abbott.