The winning Mosaic Award programs played a critical role in promoting diversity in advertising this past year. The One Club’s Creative Boot Camp exposes students to the rigors of real-world campaigns. Leo Burnett’s identity and inclusion program draws diverse talent to the company through a mix of internships, mentoring and professional development. Thanks to its diversity conference and event sponsorships, Interpublic’s supplier diversity program resulted in more than $1 billion going to diverse suppliers in 2010.
Intensive Ad Education
Category: Multiethnic Student Programs
Winner: The One Club Creative Boot Camp
Since January 2010, The One Club Creative Boot Camp has been a hands-on crash course in advertising for multicultural college students. “We often hear that a major part of the lack of diversity in advertising is due to the fact that diverse students do not want to go into the field,” says Tiffany Edwards, education and diversity director at The One Club. “Rather, we have found that these students either don’t know about the field, or they do not fully understand what advertising is.”
At the rigorous four-day workshop, sponsoring agencies put students through the paces of a real-world ad campaign. Participants follow the same steps they would working in the industry: receiving a brief, concepting, creating a campaign and pitching it. “At the end of each session, we ask the students to fill out a survey, and without fail 80 percent decide that they want to pursue a career in advertising,” notes Edwards.
In its first year, six Boot Camp participants moved on to participate in the 4A’s competitive multicultural advertising intern program, another made it into the Marcus Graham Project summer boot camp, and several others received agency internships. “What makes this program both successful and rewarding is watching these students take the tools we’ve given them and use them to move on to the next step,” says Edwards.
A Place at the Table
Category: Workforce Diversity
Winner: Leo Burnett’s Agency Identity and Inclusion Program
For Leo Burnett, creating an environment that supports inclusion and diversity makes good business sense. “In our business, we’re paid for one thing—creativity,” says Jeff Tritt, EVP of people and culture at Leo Burnett USA. “It is our belief that we’re at our creative best when we bring unique and diverse talent to the table. We’re not just talking about ethnic diversity. What matters is diversity of experience, gender, background, geography and more.”
Leo Burnett has created several platforms that advance diversity, both within and outside the company. For example, the 250 members of MERG (Minority Employee Resource Group) concentrate on building mentoring programs, adding internships and strengthening professional development within the agency.
“We’re very focused on talent acquisition,” says Tritt. “We’re trying to attract people who perhaps did not grow up in advertising but have great skills. We’ve really increased representation in the diversity of our workforce at the junior, mid and senior levels.”
Category: Multiethnic Supplier Partners
Winner: Interpublic Group’s Supplier Diversity Initiative
In 2004, Interpublic Group’s global ad agencies approached the holding company with a diversity challenge. “They wanted to see their dollars spent in a way that was more inclusive of the marketplace,” says Floyd Conway, supplier diversity director at IPG. “We knew that by utilizing more diverse suppliers, it would touch the very consumers to whom our clients are selling their products and services.”
Through its Diversity Supplier program, IPG has attained memberships in national diversity-based organizations such the National Minority Supplier Development Council (NMSDC) and Women’s Business Enterprise Council (WBENC). IPG also sponsors diversity trade fairs and events such as the AAF Mosaic Vendor Fair, National Hispanic Group Gala, and ISM Supplier Diversity Conference. “We make sure our agencies are actively engaged in outreach programs that bring Corporate America face to face with qualified women and minority suppliers,” says Conway.
Today, IPG purchases products and services from more than 10,000 diverse suppliers, and it spent more than $1 billion with them in 2010. It continues to expand the program through an online registration portal that added 350 diverse suppliers to Interpublic agencies last year.