The Secret To HP’s Revenue Per Impression Increasing By 33%: Diversity
HP’s CMO Antonio Lucio, who is well known for pushing the envelope when it comes to industry diversity, hosted a panel discussion at Cannes on Tuesday on the business case for diversity. He was joined by actress Thandie Newton, British Vogue’s editor-in-chief Edward Enninful and chief diversity officer at Omnicom and Founder & President of Adcolor Tiffany Warren.
Lucio shared HP’s story of diversity as an impressive case study for other businesses with solid results to back it up.
“We fundamentally believe that in order to change our industry, we’re going to need holistic and systemic change.
“This means that the clients need to have a diverse perspective as they write the wonderful… sometimes wonderful, briefs. The agencies need to have a diverse perspective because they come up with the ideas. The production companies need a diverse perspective because they bring those ideas to life.
“If you don’t have that point of view throughout the totality of the system, it’s going to be very difficult to have a final product that really delivers.
“Then finally, you want to have the metrics that tells you that everything that you’re doing is correct.
“Over this last two years, from a client perspective as HP, we went from 20% of my leadership team being female to 50% of our senior leadership being female. Capability was a given. This was not making seats for the sake of making seats. The 50% of the women who work for me are kick-ass marketers.
“From an agency side, we said to our agencies that we specifically wanted Heads of Creative and Heads of Strategy that represent the communities that we serve. We went from 0 Heads of Creative and Strategy working on our account (there’s about 1200 people working on our account globally) to 52% in 12 months.
“On production houses, we signed the Free the Bid project. I’m embarrassed to say that when we started, there were no projects done by female directors working on the HP account. Today, 18 months later, of the 53 global campaigns that we ran, 53 were shot by female directors.
“Holistic and systemic change. Does this work?
“Our brand preference score around the globe has grown by 26%. Our revenue per impression has grown by 33%. Our overall business is growing at 14% which is significantly higher than the aggregate of all consumer goods together.
“So diversity works. Diversity moves the business needle. It’s hard work but my invitation to the industry is ‘Let’s do it together.’”
Antonio asked each of the panellists to share one thing we can all do.
Tiffany Warren, chief diversity officer at Omnicom and Founder & President of Adcolor, advised “Approach diversity with humility and an open mindedness you never had before. We can’t rely on our leaders in government. Corporate America is the one place that can get it right.”
Editor-in-chief of British Vogue Edward Enninful, caused a stir earlier in the year by putting a black model, Aboah Adwoa, on the cover of the very first issue that he edited. Enninful encouraged the audience to “reach out to someone outside your circle, hear what they have to say. You might be surprised. Let’s not box ourselves in.”
Thandie Newton offered words of encouragement to those who may be marginalised.
“There’s a pattern that I’ve experienced in my life. The very worst times (a number of those times have been around misogyny or racism), when I’ve overcome those things psychologically and emotionally, very soon afterwards the most extraordinary things happen because I’ve grown in breadth and spirit.
“Running away from difficulty makes you afraid, boxes you in and stops you from seeing the world. Because you’re terrified. Stepping out of that has made me stronger. Comfort doesn’t teach you. Discomfort is what opens you up and gives you breadth.
“We live in the world but the world also lives in us as individuals. We can either be open to that, rise to that challenge or be made small. Don’t live small.
“Realise that comfort doesn’t teach you and that discomfort helps you grow and each of us can make a difference.”
Please login with linkedin to comment
Adcolor Antonio Lucio Cannes Lions 2018 diversity Edward Enninful HP Thandie Newton Tiiffany WarrenLatest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.