Cummins&Partners creative director Avish Gordhan has urged the advertising industry to do a better job of promoting its value in order to attract more diverse talent.
Speaking at B&T’s inaugural Changing the Ratio event in Sydney this morning alongside fellow Cummins&Partners creative director Mandie van der Merwe, Gordhan said research by the agency found that advertising is not seen as a respectable career.
Furthermore, people know what ads are, but don’t understand the value economically or socially, according to the research.
“We need to advertise advertising,” Gordhan told attendees. “We need to actually change peoples’ perception about what we do.
“We need to remind them that we actually have value, and that we actually can make a difference to the world.”
Gordhan said that while there has been a big cultural shift in Australia over the last 50 years, it hasn’t transferred into adland.
“By and large our industry is mono-cultural,” he said.
The Cummins&Partners creative said there was an opportunity for the industry by narrowing the diversity gap.
“If we have more diversity in our agencies, we’ll have more diversity of thought, and that as a creative is an amazing thing because diversity of thought is originality – it’s originality of ideas, and that’s what we’re all trying to achieve in this business,” Gordhan said.
“This isn’t about equality or giving everyone a fair chance – this has nothing to do with that. It’s about money.
“These diverse groups of people that we’re trying to attract – they don’t need our help. They’re doing fine as doctors, lawyers and IT professionals. We need them.
“If we’re able to understand the diverse groups’ sense of humour, how they eat, what their value systems are, how they socialise… if we understand the nuances of who they are, then we can engage with them more intimately.
“And if we can engage with them more intimately, brands can create stronger relationships with them and we can accrue the value of our brands by doing so.”
To conclude their talk, Gordhan and van der Merwe outlined an initiative created by Cummins & Partners that is tackling the issue called Project Represent, which included an ad campaign, a page takeover on Uni Junkee and a one-day workshop.
You can read more about Gordhan’s thoughts on diversity in adland in a recent blog he penned for B&T.
Content discovery and native advertising platform Taboola has announced the beta of ‘Taboola Stories’, a new way for publishers to engage readers through short-form video. Publishers will be able to embed Taboola Stories within their homepages and articles in mobile environments, presenting readers with constantly updated recommendations that, once selected, launch vertical, mobile-friendly stories that […]
The Australian metropolitan commercial radio audience grew by two per cent to nearly 11.1 million listeners in 2020, in a year dominated by COVID-19 which saw the number of people listening at home jump by eight per cent to 6.4 million. Commercial Radio Australia’s annual listening summary, based on an average of the five official […]
Australian congenital heart disease profit-for-purpose charity HeartKids has launched a new brand strategy, identity and logo created by independent brand and design agency Hulsbosch. Leaders in the fight to conquer congenital heart disease, HeartKids aims is to raise awareness of the disease, as well as enhance the conditions’ profile as a health priority to a […]
TotallyAwesome, the Asia Pacific’s most advanced forum for kids and brands to safely interact via the internet, is launching a new service for brands to connect with young audiences. The business has also engaged an eminent Melbourne-based paediatric psychologist to assist with appropriate brand and audience connectivity. The new service, called AwesomeLTV, is an acceleration of TotallyAwesome’s abilities to […]
Nine Entertainment SVOD service Stan has revealed its original series, RuPaul’s Drag Race Down Under, will be arriving to the platform in 2021. The eight-part, first-ever local adaption of the global hit series will see “the most fabulous” and “fierce” local drag queens compete to be the first ever Down Under Drag Race Superstar, Stan […]
In his first post for 2021, B&T regular Robert Strohfeldt points his magnifying glass at digital media’s hype and argues it’s possibly not cracked up to all it purports to be… In the past few months, I have seen many CVs of young graduates seeking a career in marketing and/or advertising. I could fool myself […]
B2B marketing agency McCorkell has announced that it has been appointed an official Asia-Pacific partner of RainFocus, the next-generation event marketing and management platform. The collaboration will see both companies come together to shake up the end-to-end event service model across APJ. “As the only true integrated event marketing and management platform servicing everything from […]