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Regine Zamor is a diversified writer from New York. With roots in Westchester and Brooklyn, NY, Zamor's work covers a range of issues and interests. A freelance writer and unpublished author are also a few titles Regine holds. Most recently, Junior Staff Writer was added to Zamor's credentials when she joined ADOTAS in December of 2006.

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Advertising Inequality Lingers: Industry Heads Discuss Racial Disparity Within the Advertising Workplace

Written on
Mar 9, 2007 
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Regine Zamor  |
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Advertising Inequality Lingers: Industry Heads Discuss Racial Disparity Within the Advertising Workplace

Wayner heads the nearly 5-year-old TRUE agency, where the term transcultural is used in place of multicultural to define the group of communicators and communications that emphasize the cross-cultural while blurring racial boundaries. “Crossing cultural and racial barriers- that’s the true lives people are living and that’s transculturalism, which is an evolution of multicultural,” he states. The TRUE agency is the epitome of diverse and represents the American population with employees from all backgrounds including, African, European, Asian, Caribbean, Hispanic and more–a trait that most agencies have yet to harness.

“The multicultural markets are the ones that are growing most aggressively in size, in average spending power and so forth…they’re growing faster than the general market in size, in average household income, and disposable income and they’re growing at a pretty fast rate,” insists McNeil, so now may be the perfect time to integrate. What needs to happen goes beyond speaking, and at some point has to bear the burden of proof. More diversity needs to be visible within advertising agencies and not just in low-level positions.

When asked what needs to happen, Wayner replied, “We need to get in positions of decision making authority and there needs to be a strong and effective partnership between Madison Avenue, interactive Madison Avenue and multicultural media- an effective partnership where Madison Avenue and interactive Madison Avenue invest and where multimedia continues to prove that they deliver, but it has to be a virtuous circle. Right now it’s multicultural media seen as an afterthought where again it should be seen in a transcultural way and it should be seen as a way to enlarge the general market.”

Both McNeil and Wayner remain optimistic about possible integration in the future, especially with the Human Rights Commission working to improve the hiring practices of agencies in New York, and with the surge of a strong multicultural online presence. According to Wayner “Madison Avenue is willing to reach out” for the sake of being relevant within the changing times, but its not happening enough. Clearly, integration would be a positive thing for the industry and the TRUE chief adds, “There would be a huge sigh of relief, but people just have to trust one another to come up with some win-win scenarios…let’s help each other grow, let’s do it integrated.”

Images USA recently launched an Amtrak campaign, but has worked with general market agencies in the past. “Clients hire us in addition based on specific Hispanic and African expertise that we’re able to provide,” McNeil explains. This expertise can only be provided by knowledgeable and multicultural agencies, or provided by diverse general market agencies and even an integrated Madison Avenue. What needs to happen will happen whether agencies are reluctant to integrate or not. The United States’ demographic is changing and therefore integration is inevitable, especially with the mixing of cultures and “transcultural” adaptation.

Wayner explains that it is inevitable because “of the popularity of urban music and culture.” He continues, “It’s inevitable because of the growth that businesses speak. You can’t continue to simply market to your old audience in an old way. You have to do things differently; you’re obliged to do that in order to grow.” In the end, it will take small steps to move forward to make true, no pun intended, integration a reality—and it may be simpler than you think. Wayner says, “The easiest way for general market agencies to fix their diversity problem is to reevaluate how they work within existing multicultural agencies who already have trained, capable, and experienced professionals.”

Genuinely, agencies will have to do away with hiring headhunters and lend attention and even work with other minority agencies to truly change current diversity levels. “Do it the right way,” Wayner summates. “Go to the founders, the CEOs of companies, and say how can we work better together for the benefit of our clients and for the benefit of our industry- that should be easy.”

Easy or not, advertising agencies need to drop the reluctance and hush-hush-like taboo surrounding racial disparities. As obvious as it is, in the world and within advertising, diversity does not need to be an issue and integration can only produce great results. So why not hop on the trend instead of resisting it?





Reader Comments.

They need to quit waisting our time in the Advertising world. Tell them to go over to the Sports Industry and spout their multi-this and ethnic-that.

They won’t! And neither will we.

Posted by John | 1:41 pm on March 9, 2007.

I believe there is a lack of diversity among cultures and genders. I find it interesting that Men are hired to promote brands to the Female demographic and maybe 1 Female sits on the account. Agencies have a long way to go as far as integrating everyone. People just need to be open minded and not judge based on looks or gender. Comments like the one above are luckily few and far between.

Posted by Reggie | 2:34 pm on March 9, 2007.

What a put down to any “ethnic person”. The whole article is totally skewed towards the fact that preferential treatment should be given to someone for a job based on the color of their skin. Why a black mans face for the article? What’s wrong with Mexican or Chinese or Italian or Portuguese? Aren’t they ethnic enough?

Then when someone of color does get a promotion or new job, the same writers will make them a “poster boy” by spinning headlines that displays such promotions as charitable acts or the company has done something cool. How pathetic.

I’m an old school traditional person that believes you get your job or promotion because you actually worked smart / hard for it.

Posted by Scott | 5:35 pm on March 9, 2007.

I would have to agree with the majority of the article. I do have a great portfolio, great work expereince, great attitude as well great references and still unable to get these major advertising companies to hire me, which I believe are based on the color of skin and/or ethnic background.

This should not be news to anyone since most of these positions in this industry are generally well paying salaries-the last thing these non-ethnic decision makers want to do is pay us minorities the same amounts their counter-parts are making.

Look around your agency right now and calculate the ratio of minorities you have.

To summarize, welcome to the corporate world. This does not just apply to the advertising industry, but all industries. Sad but true.

Posted by John Doe | 2:27 pm on March 19, 2007.

Interesting…

Posted by Philippos | 7:08 am on May 17, 2007.

Nice!

Posted by Athones | 12:42 pm on May 20, 2007.

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