ANA's Bob Liodice: Diversity Priorities and Goals for the Ad Community

Thank you Marc Pritchard for all that you39re doing to lead our terrific industry View Marc Pritchard39s comments here As you39ve listened to what Marc had to say ours is an industry that has had to learn to behave differently and specifically with respect to diversity In the next few days of Advancing Diversity Week you39ll see an outstanding array of behavioral changes that demonstrate our industry39s progress to it becoming more diverse But we must do moreSo if I had to categorically frame how we can influence our industry to further change behavior I would suggest the following three pointsFirst as Marc has indicated we need to behave differently in the production of our advertising We know empirically that many marketers produce ads that have unconscious bias embedded in their brand ads Fortunately as Marc indicated we have two very important tools that we all can use They can reduce if not eliminate unconscious bias and all marketers should be using these tools and using them activelyThe first one is GEM the gender equality measure We can now develop ads that accurately portray women and girls when marketers infuse GEM in their copy testing which not only reduces bias but empirically improves the performance of adsThe second one is CIM the Cultural Impact Measure Like GEM CIM works to accurately portray diverse culture in ads Marketers can embed CIM in their copy testing and also dramatically improve the performance of brand adsNow behavioral changes also need to be reflected in specific actions my second area of focus There are a multitude of great examples that you will see over the next three days For now let me highlight two specific actions spearheaded by the Advertising Educational Foundation The AEF serves as a bridge between academia and our industryOne of AEF39s cornerstone objectives is to demonstrate to students that our industry is inclusive diverse and belonging We do this through an AEF speakers39 program that channels more than 300 senior marketing executives to college campuses Importantly we also do it through AEF39s MADE internship program that brings nearly 100 students to client side marketers and agencies across the country each yearThe third and final area that I would like to highlight is how we champion and advocate for interindustry behavioral change We have a great example right in front of us through the outstanding work of Jack Myers and MediaVillage I39d like to shine a light on Jack39s acknowledgement of industry heroes being celebrated by their induction in the Advancing Diversity Hall of Honors So a big shout out to these great advocates that will soon be officially recognized But there39s moreToday the Global Alliance for Responsible Media jointly announced the launch of a new industry initiative called Engage Responsibly Engage Responsibly39s primary mission is to combat online hate speech and champion for its substantive reduction by 2025 It will work closely with the Brand Safety Institute and aim to achieve those objectivesFinally I39d like to acknowledge the great work of AIMM which has made advancing diversity a cornerstone of their mission AIMM now features more than 116 member companies that champion and celebrate inclusion and diversityView the AIMM Manifesto video withinamp160the video at topClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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ANA's Bob Liodice: Diversity Priorities and Goals for the Ad Community

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ANA's Bob Liodice: Diversity Priorities and Goals for the Ad Community

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