Black MBA - Spring 2008 - (Page 28)

COVER STORY Blacks in Advertising BT: It’s all about the bottom line… RM: Everybody understands the economic motive, but a lot of times it is hard to prove this motive. In fact, one could argue that the state of diversity in the industry is a reflection of what people think the economic impact is or isn’t. BT: And that can run the gamut. RM: So this is why there’s the commitment to having the business case; this is why we want to charge it to economic motives. Another reason to do this is because part of the thing that’s really struck me, and I think you said it earlier, is that the advertising industry is responsible for more than 50 percent of the imagery that’s put out in the United States. This is why this industry remains important and, depending how your constituents decide to play in this arena, there may be many ways to do this. Certainly, coming into the agency infrastructure is one way. BT: You have 30 years in the industry? RM: Right. I will not be in the industry for another 30 years. That’s demographically difficult and impossible. But if I can set in motion the next thing, great! BT: There’s this whole concept of the transfer of knowledge – not just knowledge now, but empowerment. How do you feel about this? RM: It’s to help us better align and produce programs because the other thing we found from the study is that our clients are emotionally there, and they want to know how to execute this. BT: Right. RM: We’re going to have to bring the content closer to them, either in terms of advisement or the production of it. We’re going to have to start bringing it closer to them in order for them to see it. But if I can do that, once again, it unlocks what’s there and like you said, maybe some of the people in your audience will have other ideas, and that’ll be great. mba be delivered. Perhaps the first people who actually figure out how to do a longitudinal panel might find they have something marketable to do. I don’t know. I can’t think about this because, if I did, I’d quit and I’d become an entrepreneur, right? So I’m not going to do that. But they may see this research and what the issues are, and they can now have whatever they need to develop and go off and do it. BT: What I’m seeing here is not so much focus around the advertising industry; it is a good, solid business concept by which any industry can operate. RM: This is not an act to ignore what the state of the industry is on the topic of diversity. But it is almost saying, in the face of what is there, what else can be developed or created that begins to change the dynamic? The reason I tied it to a business case is that most of the things that happen in corporate America have to have some economic motive. Expect More Opportunities. 500+ entry level positions are available in 2008. Mechanical Engineering Industrial Engineering Chemical Engineering Computer Science Apply on-line @ www.cummins.com .cummins.com Get More Opportunities. t 28 BlackMBA • Spring 2008 • www.nbmbaa.org http://www.cummins.com http://www.nbmbaa.org

Table of Contents Feed for the Digital Edition of Black MBA - Spring 2008

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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