Rebecca Swift of Getty Images looks at how data on recent searches have shown an increase in imagery tied to diversity and inclusion, including gender, race and body type. "The results show that imagery does not need to look exactly like us in order to resonate with us but that imagery must capture the essence of real life, with real people who are interesting and affable," she writes.
Proof Advertising won Gold in the business-to-business campaign category of Ad Age's Small Agency of the Year awards for its video series for Mouser Electronics, which was created to reposition the brand as a technological leader. The multiyear series featured the late Grant Imahara of "MythBusters" spotlighting technological innovation around the world, and the push for the electronics brand resulted in $9 million in earned media and 6.2 million full video views in 2019.
Agency professionals share their thoughts on Snapchat's debut business-to-business campaign, "The Snapchat Generation," and all agree it was a well-timed reminder to marketers of what the platform has to offer in terms of access to a unique audience amid controversies surrounding other social media companies. "With all the political buzz around TikTok and the AntiTrust Hearing, Snapchat has played it smart here talking directly to businesses and reminding them that there are other social platforms that have reach as well as very engaged user bases," says Ogilvy's Peter Galmes.
A Los Angeles team, Angel City, has been launched in the National Women's Soccer League, which is backed by A-list celebrities, sports stars, entrepreneurs and venture capitalists and has enlisted Battery, R/GA and Plural as agency partners. "We believe that we can put an excellent product on the field and be champions off of it with how we engage with the community with, for example, our work with the LA84 Foundation to use sport to address social injustice in Black and brown communities and really become part of the fabric of L.A.," says Julie Uhrman, founder and president.
Sonia Acosta, director of brand content for Girl Scouts of the USA, talks in this interview about how the organization adapts with its audience and places a priority on diversity in communications, both visual and verbal. She urges brands to ask questions, be humble and be aware of biases and assumptions when crafting content.
Gender-neutral skin care is taking off with brands such as Non Gender Specific, Rihanna's Fenty Skin and One/Size by Patrick Starr testing the market, and growth potential is seen as men are adding skin care products to their routines. "Oftentimes, gender-neutral ends up leaning a little bit more toward men," says Evan Slater of creative studio Caveat, adding, "I think one of the things unfortunately on the gender-neutral side is you end up erring on the side of slightly more 'male' language, because that tends to be less alienating."
Some 69% of US brands have moved some or all of their digital, video or connected TV programmatic media buying in-house while 74% of those in Europe and 64% in Latin America have made the shift, according to a survey conducted by the IAB and Accenture Interactive. Authors attribute the trend to the greater availability of data, a move toward the post-cookie world and the pandemic.
Mike Valdes-Fauli, president and CEO of multicultural marketing company Pinta, looks at sports marketing and its growth in the Hispanic community, noting the passion of the fan base and its penchant for digital, mobile-first platforms. He highlights the NBA's Ene-Be-A program with Latino fan appreciation events and the NFL's Spanish-language broadcasts, as well as pointing to potential in choosing influencers to sway the demographic.
Spanish-language TV network Nuestra Vision is coming to ViacomCBS' free streaming service Pluto TV. Twenty channels will focus on Hispanic American programming to expand Nuestra Vision's distribution.
The barriers for PR professionals of color span finances, education, location and experience and racial discrimination can be the final block that results in the industry losing valuable talent, writes Cedric F. Brown, APR. "[O]ur allies in power must take action to remove the systemic barriers that have long prevented our profession from being as diverse as our nation's population," he writes, noting, "That's the most meaningful way we can demonstrate that #BlackTalentsMatter."