Hey Adland, Where’s All The Indigenous Creatives?
In this guest post for B&T, Pluto Media CEO Peter Kirk (pictured below) says for all the talk of a more diverse advertising landscape, not enough is being done to promote the industry’s Indigenous talent…
Do you want a more diverse adland? Join B&T at this year’s Changing The Ratio on 30th May…
As I sit down to write this article we have just had the long weekend to celebrate Australia Day, two major accounts have been lost and won by agencies, the annual Lamb Ad is doing the rounds and Australia appears more creatively fractured then in any other time that I can remember.
Where do I start – The Lamb ad by the Monkeys is great self -effacing, funny and gets the message across. Well done to the team at The Monkeys.
The usual articles and hyperbole came out about Australia Day, shall we change the date, shall we not change the date,? I don’t have an answer to this question to be honest however I think we should focus on changing the nation more than changing the date, and of course this is a massive statement, which requires a lot of work, conversation and honesty.
Now onto the two accounts being won by large agencies. Defence Force Recruiting went to VML and Y&R and Tourism Australia went to Clemenger.
I know a handful of people at both of those agencies, there are some talented people that work there and I’m sure that they had to jump through a highly competitive RFT to win the accounts however I can’t help but ask the question – How many Indigenous people are actually working within these agencies that won these accounts and why shouldn’t brands start asking these questions in the tender process?
I have met with quite a few agencies and brands over the last few months and the most common question I get asked is, “Where are the Indigenous creative people, I can’t find them?”
I find this question baffling, amusing and a wonderful example of the insular nature of the industry we work in. There are no shortage of websites you can go to, to start a conversation with Indigenous people, social media pages, blogs, educational units, scholarship foundations, the list is actually quite big. All you need to do is start thinking outside your normal recruiting practices.
Which leads me to the main point of this article: I believe that agencies should set up small Indigenous creative teams working within the larger agencies.
Once you start breaking down this concept it makes sense. I’m not saying that we kick this off tomorrow.
I’m saying this should be something that all the large agencies should start implementing pathways to accomplish.
There are many benefits to this
- Having a small group of team members working together will allow greater trust and confidence
- The interaction will be greater
- Each team member will have more comfortable “voice”
- All team members will be more aware of the work, success failures and direction as a group
- The ability to feel part of something will be greater
- Brands will appreciate that Indigenous people have been included in the creative proces, companies are looking for diverse teams to avoid cultural mistakes.
These teams are being developed in the US. Droga 5 has developed a small team of African American creatives. ADcolor has been created to develop more diversity into the ad space.
The Sundance Native labs are doing wonderful work, creating native and indigenous workshops for film – makers and producers to work together to develop films and stories. Some of the best indie films to come out of Sundance in the last 10 years have come through the native program.
I must say the work AWARD school is doing to create more Indigenous people into the industry has been fantastic and growing interest everyday.
Yet we are still have a way to go in here.
What gives me a lot of satisfaction is that brands are now asking for more accountability from their agency, social purpose, gender equality, well thought out work is now just as important as the margins and the to market strategies. Some brands are now asking for more representation of Indigenous people within the agencies, which is great, however I would like all major brands to start asking these questions as well, and if they have no representation of Indigenous people ( and quite a lot don’t ) then ask to see their pathways program and goals for hiring more.
I applaud everyone for the awareness and changes that have been made in addressing the gap with gender inequality and continuing to address it. I would like to see this same amount of passion and dedication into hiring Indigenous creative people and developing a workforce that truly represents all facets of Australian life.
Latest 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.