Before folks totally roast this person for not understanding DEI, I suggest to many in adv. that you make sure you can articulate what DEI really is beyond the 3 words.
This could be so many agency CEOs/leaders.
I know, I've listen to you talk about DEI.
www.youtube.com/shorts/U6_NV...
Amen. It has been so hard to get him to see this.
"It went amazing! I didn't have a presentation, I sat down and had a conversation," an excited CEO I've been "encouraging" to be more human.
The joy on his face.
"I know that the research shows this is what customers want to hear from us, but that isn't what we want to say to them."
A piece of my soul died.
Talking about your product/service is not the same as talking to people.
I see why adv. folks used to day drink.
Your product or service ain't nothing special.
Until the people you want to sell to say that your product/service has value to them, all your pontification about how sparkly amazing what you offer is doesn't mean a thing.
That is why they are different. One is an actual job with specific requirements, the other is an ability.
Being a great writer does not mean you will be a great copywriter or a great songwriter or a great speech writer.
Being a working creative is a skill, not a birthright.
This does not mean you are not creative.
Being creative is not the same as being a working creative.
derek's Black History Month thought of the day
Day 28
It is an opportunity to show how open you are to being a part of something outside your sphere.
And you choose silence. Avoidance. Good job.
It's not that you don't see color. It's that you refuse to see Black people.
derek's Black History Month thought of the day
Day 28
Black History Month isn't really for Black people. We know the names, the contributions, the stories of our journey as Americans.
It's for everyone else. It's an opportunity to learn and discover - to understanding.
derek's Black History Month thought of the day
Day 28
You had 28 days to be more, to be active, to be present... and you choose silence.
This marketing strategy of ignoring societal issues has served brands so badly for years, yet here we are.
derek's Black History Month thought of the day
Day 28
At last! It's over. You made it through Black History Month without putting your foot in your mouth. Actually, you made it through without saying a word.
Silly rabbits.
Your silence speaks for you. It always has.
derek's Black History Month thought of the day
Day 27
"They just aren't the right fit."
The idea of 'fit' is insidious.
On the surface it appears harmless - almost right, but its ambiguity can hide bias, prejudice and racism.
What exactly about a person is not a good fit?
derek's Black History Month thought of the day
Day 26 cont.
This was my GCD's call. He was a grade A squid. To him I was there as window dressing.
I was in the room. I spoke up. And I was punished for speaking.
Being in the room doesn't equate to being able to participate.
derek's Black History Month thought of the day
Day 26 cont.
I didn't say anything controversial.
I suggested they sponsor 'The Tom Joyner Morning Show.' He was after all, "the Fly Jock." This was before his highly successful sponsorship with Southwest.
My crime was speaking.
derek's Black History Month thought of the day
Day 26 cont.
Now, there were Black people in the room from American and the agency. I was the only Black creative from the agency.
They asked. I answered. No more AA meetings for me.
derek's Black History Month thought of the day
Day 26 cont.
Me speaking in a meeting got me banished from American Airlines.
I was at Temerlin/McClain. We were invited to AA to discuss how to attract more Black flyers.
I thought they wanted a real answer.
I thought wrong.
derek's Black History Month thought of the day
Day 26 cont.
It really doesn't matter if there are Black people in the room if they can't speak or if they do they won't be heard.
Being present is not participating.
derek's Black History Month thought of the day
Day 26
Having a Black person/people in the room when making a decision is not enough.
"Being in the room" is not enough for anyone. Yeah, yeah.
They need to feel safe enough to speak in the room, that their voice has agency.
derek's Black History Month thought of the day
Day 25 cont.
This is nothing special. There are many brands in other categories that are missing out on sales because they can't get past their biases and prejudice.
Who derek? Oh, no! I ain't naming them for free anymore.
derek's Black History Month thought of the day
Day 25 cont.
Other brands did not see a value in Black and Brown customers.
But the research said...
Research can't overcome bias, prejudice and racism.
But greed can.
They saw the money being made, they released the shades.
derek's Black History Month thought of the day
Day 25 cont.
It took seeing Fenty Beauty's success for other cosmetic brands to release, not develop (they already had the shades but were not offering them), shades for darker color skin.
Why would they hold off on making more money?
derek's Black History Month thought of the day
Day 25 cont.
Most industry press focused on the success, as they should, but missed something telling about brands.
Look at the response time of competitors to come out with products for people with darker shades.
It was instant.
derek's Black History Month thought of the day
Day 25
Fenty Beauty is not luck.
Opened in 2017, Fenty Beauty is worth $2.8 billion.
It is a brilliant move that Black marketing research folks had been trying to tell brands about for years - don't sleep on Black customers.
derek's Black History Month thought of the day
Day 24 cont.
Why despite a long history of being treated as less than, do Black people lean into treating people equally?
I have no answer. My barber did.
"We ain't got time for that feces. We're too busy trying to survive."
derek's Black History Month thought of the day
Day 24 cont.
I guess this is why there's a disconnect for many Blacks around how we are treated being in White spaces.
If the roles was reversed, we tend not to behave the way we are treated.
And I can't explain why.
derek's Black History Month thought of the day
Day 24 cont.
Let a White person be invited to a Black family function.
Talk about real inclusion!
As long as you don't act like a squid, you'll have an amazing time.
Do not sit at the dominoes or cards table if you can't play. Don't do it!
derek's Black History Month thought of the day
Day 24 cont.
Black agencies have had White executives and partners. It is about the qualifications to us. And a person's willingness to work with us.
The same is true for worshipping, playing, and even attending HBCUs.
derek's Black History Month thought of the day
Day 24
Inclusion is not hard.
Most of the time, being White in Black spaces is a different experience than being Black in White spaces.
My White friends who worked for Black owned businesses were shocked how welcomed they were.
derek's Black History Month thought of the day
Day 23
It's okay to be different.
Come on derek, we all know this. Do they now?
If we all know this, then why do we struggle so mightily with accepting people as they are?
That's it. End of sermon. Pass the collection plate.
Working in advertising back in the day was different.
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