At its most basic level, advertising is a conversation. A dialogue with consumers on a massive scale, truly effective advertising taps into the daily themes that inspire us all and serves as the transformative vehicle by which commercials become dramas, logos become icons and the products we never heard of, become the partners we couldn’t live without.
Peering through the lenses of race, gender, class and religion, advertisers must create work powerful enough to cut through the noise of a media filled society and grab the attention of not any customer, but the right customer.
It is with these socially complex challenges in mind that I firmly believe that possessing a diverse workforce is paramount to the success of the advertising industry.
Long gone are the days when universal strategies could be applied across the board to varying markets. Today’s marketplace is composed of intelligent consumers who not only span the cultural spectrum but also bring a diversity of thought that all advertisers must respect and be prepared to understand.
It is in respecting the uniqueness of the consumer that the advertising industry has no choice but to become more inclusive. In an age of shrinking budgets and constant competition, diversity of thought will not only set agencies apart but also create work that brings people together.
One film that looks to bring the industry to together by inspiring a new generation of diverse advertising professionals is entitled, The Pursuit of Passion. Created by the VCU Brandcenter in conjunction with a The 4A’s, The Pursuit of Passion examines both advertising’s past as well as the journeys of the individuals who hope to change advertising’s future. A masterful collection of experiences and perspectives, Pursuit of Passion shows that diversity in advertising is more than a moral obligation. It is a business necessity.
