If you’re in the ad industry, not enough. In New York, certainly not enough to avoid legal action.
Not that there haven’t been attempts. I can recall many years ago in Chicago when efforts were made to include minority-owned companies when bidding commercial shoots. The reluctance to hire such companies always came under the guise of “I’m all for it, but not on my job.” That was because every job was the one job that no one could afford to do less than his or her best on. So anything risky was unacceptable.
At least that was the party line.
Somewhere along the way however, the bigger risk began to be producing work that didn’t work with minorities. Customers began to take ownership of brands. And customers weren’t the same white, upper-middle class types who historically populated ad agencies.
So, it’s no surprise to see the pressure build (See Alfred Lawson’s principles of Pressure and Suction – they pretty much explain the universe).
Now one would think that given the need for minority talent and experience, agencies would throw the doors open. And some have. But many who have done so have witnessed a puzzling response.
Not too many minority employees are strolling through the open door. (That includes the door to the PR shop, too. Check out Tannette Johnson-Elie’s column in the April 4, 2007 Milwaukee Journal Sentinel http://www.jsonline.com/story/index.aspx?id=586268
Yes, there are more Black and Hispanic radio stations, more publications, and more minority agencies. But attracting minorities to mainline agencies remains problematic. And while much of the blame falls on those who might not want to share the wealth (see New York, but also see right here), a great deal of the non-response comes from minorities themselves.
Last year, we visited with a dean at a local university to discuss minority talent recruitment. Surprisingly, we heard that even the university itself was having problems recruiting minorities into the journalism and marketing programs. “If you find a way to get the ‘help wanted’ message out,” said the perplexed dean, “please let me know what it is.”
We knew that in advertising, as in journalism, changing economics (read “profit squeeze”) have left fewer dollars to spend on bench strength. Budgets for interns and learning programs have dropped. Clients don’t want to pay for “unnecessary” personnel. So, ironically, in the face of a greater need, there’s a smaller spend.
This, in turn, contributes to minorities not being able to see any role models in our industry. They simply don’t know that there are careers to be made and jobs to be had.
They see it in sports, sure. They see it in entertainment. But unless it’s demonstrated, shown and exhibited, how are they to know?
Clearly, this is a circle that needs to be broken. And there are people trying.
Case in point: Here in Milwaukee, Strive Media Institute is currently raising funds to build a new high school. Strive offers high school students the preparation needed to excel in media-based careers. After their high school day is over, Strive students come to “work” as editors, writers, producers and designers in print, video and broadcast. For more than 17 years, Strive has done an outstanding job in teaching and showing young people what our business is all about. It offers guidance and training before college – and that goes a long way toward enabling minorities and marketing to meet at the pass.
Or more specifically, at a job.
If you’d like to know more about Strive Media and hopefully help in their capital campaign to launch a high school focused on Communication Arts, contact Matthew Johnson, Executive Director at (414) 374-3511, or Strive’s Board President Susie Falk, a VP here at Blue Horse (414) 291-7620. Or visit Strive’s website at http://www.strivemedia.com/
And if you have even more ideas, let’s hear ‘em.
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Posted by Bob Welke 
Bob's Big Blue Blog 