Black MBA - Spring 2008 - (Page 21)

In coming to terms with the city council directly, Omnicom parted ways with many of its peers in Manhattan’s advertising world. Most of the CEOs of the 16 agencies examined for diversity reached individual agreements with the commission to remedy their agencies’ inequities by September 2006 – just in time to derail the potentially mortifying city council hearings. The announcement of these agreements provoked dismay and even anger in some council members, but there was widespread relief among agencies spared the prospect of publicly defending their woeful records. Among the agencies that signed, the commission announced, were Avrett, Free & Ginsberg; Draftfcb; Euro RSCG Worldwide; Gotham, Inc.; Grey Direct; Grey Interactive; Kaplan Thaler Group, LTD.; Ogilvy & Mather; Saatchi & Saatchi; and Young & Rubicam. These agencies’ agreements, described as “groundbreaking” by the commission, constructed a general framework for more equitable hiring, retention and promotion of minorities by establishing recruitment goals, reporting requirements and specific measures by which to achieve those goals. The agreements called for the agencies to set yearly hiring goals, and to advise the commission of these goals at the beginning of each year for the following three years. The agencies also were to report on their progress at the end of each year. In addition, the agreements called for each agency to report its overall demographics each year. To help them reach these goals, the agencies were expected to create diversity boards with internal and external members, as well as hire consultants as they formulate programs for recruitment, retention and promotion. An important measure that encourages compliance and puts muscle behind polite pledges is the agencies’ consent to tie management compensation to achievement of diversity goals. “These groundbreaking agreements will result in real world career opportunities and transparency, allowing people, regardless of color, to make informed decisions about the products they buy,” Commissioner Gatling said at the time the agreements were announced. “I am encouraged by the enthusiasm of those CEOs who have committed themselves to institutionalizing diversity within their own organizations. These leaders are setting the bar for other ad agencies to follow. Together, we have devised a formula that will provide more opportunities to more people of color in the exciting and important advertising field.” AFTER THE INVESTIGATION But deciphering the formula may not be as easy as industry critics would hope. Only one firm, Draftfcb, responded to repeated attempts to get information about the progress of their diversity plans. Nonetheless, commission officials are undaunted. When asked recently how the commission would respond if compliance fell short, Betsy Herzog, the commission’s director of communications, replied: “We are confident the goals will be met.” Herzog explained: “Each agreement is structured similarly. They differ when it comes to their own specific in-house programs. “The agreements themselves outline the monitoring that will take place,” she said. Not everyone shares that confidence. Going on two years after the human rights commission made waves, “people are sick of talking, talking, talking,” says Ken Smickle, president of the research company that publishes Target Market News. Clearly, the precarious nature of the advertising business does not spare even the biggest agencies, which constantly vie for new business while working hard to retain the accounts they have. The struggle to land and keep business can make advertising professionals themselves vulnerable – not just to the ups and downs of the economy, but to those of the volatile marketplace. And this fact leads directly to a central problem for the advertising agencies that have committed themselves and their resources to increasing the number of minority employees. The advertising business holds tremendous appeal for people who enjoy the power inherent in shaping and influencing the world’s tastes and desires. Even that appeal, however, isn’t likely to suffice as advertising agencies try to reach their minority employment targets. Both within and outside the industry, some point out that when it comes to recruiting and retaining bright young talent, the industry is competing with far more lucrative employment possibilities. When today’s high-powered young African-American talent goes job-hunting – and the more so, when individuals are scouted and recruited by search firms – the most promising people are just as likely to stroll down Wall Street or explore the Fortune 500 companies as they are to look at advertising. Thus, despite the powerful lure of doing creative work that affects all of us, it’s difficult for advertising – an industry that honors the tradition of working one’s way up, with commensurately low salaries at the outset – to measure up to job offers that promise access, influence and big money from the start. Even advertising pioneer Tom Burrell admits he’s not encouraging to young people considering the industry. Burrell is the man of a thousand “firsts” in advertising. His work in the industry led to the creation of targeted advertising directed at Blacks as they emerged as a distinct market. It also led to the founding of Burrell Communications, the Chicagobased African-American agency where he is now chairman emeritus. Burrell founded the firm out of that familiar desire to be his own boss after he’d had enough of the discrimination that limited opportunities for Blacks in the field. In a recent interview, Burrell displayed characteristic honesty when he told Black MBA that he does not try to inveigle young talent. In fact, Burrell says, he’s anything but supportive when he encounters aspiring advertising professionals. “First I try to talk them out of going into the business by telling them all the pitfalls,” Burrell says. “If they are to succeed in this business, they have to have a lot of passion for it. You must want to do it because you love it and just have to do it.” mba BlackMBA • Spring 2008 21

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Black MBA - Spring 2008 Passion, Purpose and Power Contents Web Browsing From the President & CEO Up Front Advertising for Change CEO to CEO: Straight Talk with Barbara L. Thomas and Renetta McCann The New Executive Search Wealth Building: A Head Start on Investing and Saving Young Continuing Education: Lifelong Learning is Easier than You Think Making Good: Catching up with some of NBMBAA’s 2007 Scholarship Winners On Campus: Universities Win Grants to Fight Poverty Public Service: Does Your MBA Fit in the Government Sector? Bridge Building: Make a Career of Giving Back Steady Speed: Kim Harris Jones Shares what Drives a Successful Auto Industry Career Financial Planning: A New Way to Work Your MBA Global Focus: Keeping up with the Competition Clock On the Move: Member News, Promotions and More Industry Focus: Biotechnology, Energy, Food & Beverage, Global Media and Entertainment Employer Profiles: Campbell Soup, FINRA Financial Finesse: Denise Hales Harrod and CompuCredit Advocate for the Financially Underserved Creating Lasting Change: GE Impacts Quality of Life in Africa William W. Wells Jr.: Finding Strength in Diversity Leaders of Tomorrow® Community Service Program: NBMBAA® and Wal-Mart Partner to Reward Students Who Give Back Reaching Out: NBMBAA® Chapters Give Back to Their Local Communities How To… Buy a Franchise: Understanding the Basics of Acquiring a Franchise After the Gridiron: Keith Sims – Dunkin’ Donuts Franchise Confidential: Paul Hubbard – Papa John’s pizza Strength Through Adversity: Bob and Hortense Bobbitt – McDonald’s On the Ground Floor: Valerie Daniels-Carter – Pizza Hut, Burger King, Auntie Anne’s Use Your Superstar Status: Black Entrepreneurs Break into Japanese Economy Marketing Maven: Odyssey Media Entrepreneur Linda Spradley Dunn Staying the Course: Black Marathoners Share Lessons from the Race Relationship Forum: Soul-Mate Strategies for the Career-Minded Vacations that Matter: Travel to Make a Difference Advertisers Index

Black MBA - Spring 2008

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