“We Need To Advertise Advertising”: Cummins&Partners’ Avish Gordhan

“We Need To Advertise Advertising”: Cummins&Partners’ Avish Gordhan

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.

Avish Gordhan

Avish Gordhan at Changing the Ratio

“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.

CTR sponsor block

 




Please login with linkedin to comment

    Latest comments
    1. Agree wholeheartedly. Exactly why I have a roster of talent from every walk of life and every corner of the planet. We need these perspectives and we need to break the limitations of the current industry process in order to do that. So many good things going on right now in our industry on this. The Changing the Ratio event is fabulous. I also think Cummins and Partners have been leading the way on diversity for a while now. Nice one Avish – Call on help from individuals directly if you think they can help (social proof is broken if you do). I’m in anyway. Great initiatives.

Avish Gordhan changing the ratio cummins&partners

Latest News

Nine Promotes Nikki Rooke To Repalce Richard Hunwick As Director Of Sales – Total TV
  • Advertising

Nine Promotes Nikki Rooke To Repalce Richard Hunwick As Director Of Sales – Total TV

Nine has promoted Nikki Rooke to director of sales – total television, to replace Richard Hunwick. Currently director of sales – Sydney, with commercial responsibility for Nine’s TV, streaming, audio and publishing assets, Rooke will lead Nine’s national total television sales team overseeing Metro TV, Regional TV and BVOD. Working alongside Jo Clasby (director of […]

Thinkerbell Wants To Make Every Day A “Lovely Day For A Guinness”
  • Campaigns

Thinkerbell Wants To Make Every Day A “Lovely Day For A Guinness”

In new work from Thinkerbell and Lion, the iconic Guinness endline — “Lovely Day For A Guinness” — has been reimagined for winter in the southern hemisphere, revealing the iconic pint motif where you least expect it. “Winter is the season that Aussies can enjoy Guinness while taking in the best bits of the season. […]

The Unexpected Guest Wins oOh!media’s Inaugural Indigenous Business Grant
  • Advertising

The Unexpected Guest Wins oOh!media’s Inaugural Indigenous Business Grant

The Unexpected Guest, an Australian-made and owned breakfast food products company has been named as the inaugural winner of oOh!media’s Indigenous business grant. Lead image: Jenny Khan and Sarah Young. Launched to support Indigenous small businesses with pro-bono and significantly discounted out-of-home media packages, The Unexpected Guest was one of 63 submissions received from a […]

Indie Creative Agency Dig Wins Bendigo Bank, Launches New Campaign
  • Campaigns

Indie Creative Agency Dig Wins Bendigo Bank, Launches New Campaign

Bendigo Bank has partnered with independent creative agency Dig to launch a new campaign, its first new brand campaign in years, designed to evolve the ‘better big bank’ and reinforce Bendigo Bank as a challenger brand. Dig was appointed as the lead creative agency after a competitive pitch in 2023. Paul Rhodes, founder of Dig, […]

Made This Launches Mercedes-Benz Van’s New Online Store Through Massive LED Show
  • Advertising
  • Campaigns

Made This Launches Mercedes-Benz Van’s New Online Store Through Massive LED Show

To launch Mercedes-Benz Van’s online-store, specialist production company, MADE THIS, in collaboration with Team X Australia, developed the “Your Van, Your Way” campaign to highlight the new options for purchasing and customising your Mercedes-Benz Van, online or in-store. The campaign showcased the unique flexibility Mercedes-Benz Vans provides. The shoot took place in Melbourne, at NANT […]

News Corp Launches Indigenous Sport Week Editorial Campaign
  • Advertising

News Corp Launches Indigenous Sport Week Editorial Campaign

News Corp Australia’s annual Indigenous Sport Week has kicked off. Running from May 20-26, the editorial campaign celebrated the rich history, and future, of Indigenous Sport in Australia through storytelling. Each year, News’ sport newsrooms across the country prioritise supporting the AFL and NRL Indigenous rounds and super netball first nations round. The coverage is […]

New “Population: Unexpected” Boomtown Brand Positioning Celebrates Regional Australia, Via Thinkerbell
  • Campaigns

New “Population: Unexpected” Boomtown Brand Positioning Celebrates Regional Australia, Via Thinkerbell

Boomtown, the media collective representing the benefits of advertising to 9.8 million regional Australians unveiled a new multi-channel campaign featuring the brand positioning of Population: unexpected. The new campaign was designed to celebrate and reinforce the exponential opportunity that advertising in regional Australia offers businesses. The campaign shone a spotlight on how the burgeoning regional […]

Cairns Crocodiles, Presented by Pinterest: The Most-Shortlisted Agencies
  • B&T Exclusive

Cairns Crocodiles, Presented by Pinterest: The Most-Shortlisted Agencies

The shortlist for the inaugural Cairns Crocodiles Awards, Presented by Pinterest, was revealed at the start of the month, featuring work for brands as storied as FIFA, Adidas, KFC, Unilever and Netflix created by agencies from New Zealand, Singapore, Japan and, of course, Australia. But which agencies have picked up the most nominations? Here, we […]

Image lead story Samsung Ads’ “Behind The Screens” Event: Showcasing Market Leadership In Connected TV
  • Partner Content

Samsung Ads’ “Behind The Screens” Event: Showcasing Market Leadership In Connected TV

On a crisp afternoon at Hinchcliff House in Sydney, Samsung Ads hosted its “Behind The Screens” industry event, inviting key decision-makers from the media and advertising sectors to discuss how TV plays a role in their screens approach. The event focused on how the rise of streaming and technology is influencing viewing behaviours. Throughout the […]

Partner Content

by B&T Magazine

B&T Magazine
UM Hires Former Carat Client Partnerships Head To Lead Optus Account
  • Advertising

UM Hires Former Carat Client Partnerships Head To Lead Optus Account

Matt Evans has joined the IPG Mediabrands agency UM as managing partner of its Optus account. Based in Sydney, he is responsible for evolving UM’s strategic media approach for Optus, working closely with its account team to “deliver and create market leading value, innovation and opportunity geared for sustainable growth”. Evans begins his new role […]

Roy Morgan: Written News Reaches 97% Of Aussies
  • Media

Roy Morgan: Written News Reaches 97% Of Aussies

Written news reaches 21.5 million Australians over 14 years of age every month, equivalent to 97 per cent of the population according to Total News Publishing data from ThinkNewsBrands and Roy Morgan. The data also shows readers across all demographics are actively leaning into news, with 67 million interactions per week. Australian news readers are […]