Study: HP Reveals Full-year Agency Diversity Results

Businesswoman sitting at conference table in boardroom
SHARE
THIS



HP today revealed the results of its diversity challenge issued to its global agencies – BBDO Worldwide, Fred & Farid, gyro, PHD and Edelman – from 12 months ago.

The company also announced a comprehensive platform to drive systemic industry change and outlines a new challenge for 2018 centred on increasing agency minority and underrepresented group representation around the world.

HP’s 2016/2017 assignment to its agencies was to set targets and diversify their ranks to improve the ratio of women and minorities working on the HP account and in senior creative roles.

The main findings of the report included:

  • All agencies exceeded the goal for women representation on HP account teams by over 5 per cent – today, 61 per cent of HP’s worldwide agency account teams consist of women.
  • All agencies exceeded the goal for women in senior roles by four per cent. Today, 51 per cent of HP’s agency account teams have women in senior roles.
  • HP’s two lead creative agencies met targets for women in creative leadership; BBDO went from zero to 40 per cent and Fred & Farid from zero to 55 per cent. However, there is still opportunity for improvement overall.
  • While progress has been made, particularly in the second half of 2017, work remains in advancing representation among US minorities. Three out of five agencies saw a positive, upward trend in minority representation. However, minority representation was still below target for 60 per cent of HP’s global agencies.
  • Overall, eight per cent of all employee growth across HP’s global agencies year-over-year were minorities
  • More than 15 new programs fueled the agencies’ diversity progress including recruiting processes, internal events and community outreach.

Commenting on the results, Antonio Lucio, global chief marketing and communication officer at HP, said: Advancing diversity is a business imperative. It fuels our reinvention journey, helping drive transformation in marketing and beyond. HP is a stronger brand and better company because of it. We are proud of our agencies who took on this challenge. They’ve made great progress.”

Driving Systemic Industry Change
To help accelerate industry transformation, HP is introducing a range of initiatives designed to reinvent diversity and inclusion in the global marketing industry.

Increasing representation of underrepresented groups

  • HP Announces a New 2018 Global Agency Challenge – Agency partners to define specific underrepresented groups by country and set clear objectives, measurements and plans to increase diverse talent on HP business.
  • HP Launches New Diversity Program with Cannes Lions International Festival of Creativity – New program will open the door to the Cannes Festival for underrepresented groups worldwide through an immersive experience to network, meet jurors and share creative. Complementary to Cannes Lions See It Be It program, this new program will focus exclusively on underrepresented talent to provide a foot in the door to the creative community.
  • HP Awards a Grant to ADCOLOR – The grant will fund a professional development solution for diverse talent focused on growing young talent in creative industries.

Maintaining progress with women

  • HP Awards a Grant for 3% Conference – The grant will fund a 3% Conference livestream to support efforts to continue to advance opportunities for women in marketing and creative industries.
  • HP Renews its Sponsorship for Free the Bid – HP became the first sponsor of Free the Bid to increase women in director’s chairs and is continuing to fund efforts to give women director’s equal opportunities to bid on commercial jobs in the global advertising industry.

“When it comes to driving diversity, we cannot slow down. Our updated, comprehensive platform will help drive long-term, sustainable, systemic change,” Lucio concluded.

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]