Indigenous Business Initiative Exposes Adland’s Slow Progress

Indigenous Business Initiative Exposes Adland’s Slow Progress
SHARE
THIS



An initiative that will see some of Australia’s biggest brands spend over $3 billion with Indigenous suppliers is an important step for Indigenous business, but over in adland it is a pertinent reminder of the work that needs to be done.

The Business Council of Australia this week launched the Raising the Bar initiative, which will see the likes of BHP, Rio Tinto, Fortescue Metals, Qantas, Lendlease, Westpac and CBA collectively spend $3 billion with Indigenous suppliers over the next five years.

The procurement will be facilitated by Indigenous supplier diversity organisation, Supply Nation.

For a food supplier like Dreamtime Tuka, which currently works with Qantas, the new deal is a massive boost for business.

But for the advertising industry, the agreement takes on a slightly different importance.

“How it [the initiative] translates to adland is all determined on what adland wants to do and is prepared to do to work with the companies to make sure they’re ready to hire Indigenous people,” said Pluto Media CEO Peter Kirk (feature image).

Kirk has previously been critical of the advertising industry’s efforts in creating diverse teams that incorporate Indigenous creatives.

He said that while the Raising the Bar initiative will be effective in other industries at helping Indigenous businesses to grow through procurement targets, in the media and advertising industry it will be about creating change.

“For our industry, there’s really no process set up for this [procurement] because we’re behind,” he said.

“If agencies can demonstrate that they’re actually doing something to connect with the Indigenous community and work with the Indigenous community, they will actually be able to go to these companies and say ‘this is what we’re doing, we would like to talk to you in regards to obtaining work’.”

He said work with the community could include scholarships, internships or any other efforts to work with and hire Indigenous people, which “will be looked upon favourably by these businesses”.

Kirk anticipated businesses would soon be following the government’s lead and asking agencies to disclose their Indigenous headcount when negotiating work.

He was also particularly praiseworthy of Coles’ and Facebook’s work in this space, although neither two companies are directly involved with the Raising the Bar initiative.

“If you are an agency and you start to demonstrate that you have developed pathways and initiatives to work with Indigenous people, you’re going to be looked upon more favourably by the businesses that are in the Business Council,” he said.

“This means these businesses marketing departments will have to make agencies more accountable for Indigenous headcount.”

 

Please login with linkedin to comment

business council Peter Kirk Pluto Media raising the bar

Latest News

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge
  • Campaigns

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge

Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]