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Last June, members of the advocacy group Three’s a Crowd (TAC) sought to actionably reduce systemic racism and create equity in advertising with the “In for 13” initiative, a three-year promise to increase the percentage of Black leaders to 13%, representative of the U.S. population.
One year later the LA-based Black creative community is sharing its lessons and challenges in effecting change within Adland.
Spoiler alert: it didn’t go according to plan.
When TAC launched the pledge, 172 people from 71 different agencies signed up to create an environment where more Black and POC employees could be hired, promoted within and retained throughout the entire business.
As of Juneteenth 2021, 22 organizations (20 advertising agencies, 2 production houses) and 2 holding companies are currently committed to the pledge.