NEW YORK–The American Association of Advertising Agencies has unveiled a new program to boost racial diversity at ad agencies.
The association has revamped one of its creative awards programs so that the proceeds will go to a new scholarship fund targeted at minority college seniors.
The John O’Toole honor has been expanded to 10 category awards and has been renamed “the O’Tooles.” All proceeds of the O’Tooles will go to the 4A’s Foundation Inc., a separate charity launched last week. The foundation will develop educational grants designed to recruit minority students from colleges for graduate schools such as the Miami Ad School.
The 4A’s also invited agencies to join Operation Jumpstart, in which shops can fund and name their own grant. –Teresa Andreoli
4A’s O’Toole Awards To Boost Agency