On Sunday, May 27, Muse Communications debuted a 30- second spot that criticizes the hiring practices of the ad industry, including the very episode of “The Pitch,” where they competed.nn”The message is pointed, sharp and focused,” states Jo Muse, chairman and chief creative officer of Muse Communications. “The rate of hiring and retention of people of color has always been dismal in the advertising industry. It’s time the public felt the outrage of these people who, even now, can’t find a job in this business, much less move up to the executive ranks.”nn
nnThe spot, titled “White Space” aired during the first half of AMC’s new original series “The Pitch,” as well as appear on www.museusa.com. The commercial features a young, hip African American woman in a modern, infinite white space full of office chairs. As she moves through the space, she begins pushing the chairs out of the frame, one by one. Each chair represents people in the advertising industry. Throughout the spot, a voiceover explains the industry’s dirty little secret, ending with the poignant statement, “You say you want diversity…that you want to do more, and we say to you: Advertising should not have this much white space.” The spot ends with the young woman sitting in one of the three seats in the room and a super of the Muse Communications logo.nnChanging the Face of AdvertisingnBy debuting “White Space” during a show that celebrates the advertising industry, Muse Communications hopes to spark conversation among consumers and industry executives alike. The agency proudly participated in the series to show that there can be many faces in advertising and great ideas can come from anyone, regardless of the color of their skin. “It is time for the industry to embrace change and look more like the general population,” states Muse. nn”I strongly believe that women agency executives will be critical to improving industry diversity,” states Muse. “Currently, women account for 65-70 percent of all talent in the business. With more female leadership, they will shape the new face of Advertising.”nnAbout Muse CommunicationsnMuse Communication’s multicultural heritage adds a unique dimension to its clients’ marketing intelligence. As the first advertising agency to have a deliberate multicultural focus on national brands, the agency’s guiding principle has always been “What’s multicultural today will be mainstream tomorrow.” Muse Communications has received the Agency of the Year award from the American Association of Advertising Agencies, the Mercury Award for Best Radio Spot, the AAAA O’Toole Award for Multicultural Advertising, a CLIO Award, The Advertising Club of New York Andy Award of Excellence, Creative Show Silver Award, Gold Effie Award, Art Directors Club Award, Belding Award and the Hispanic Agency of the Year award from the American Association of Advertising Agencies. For more information, call (310) 945-4100 or visit www.museusa.com.nnBackgroundnIn case you aren’t aware of the diversity issues in advertising, here are a few points that sparked Muse’s interest in creating the commercial:nn- Six years ago, 16 agencies were challenged by the New York City Commission on Human Rights to change their diversity practices. While some changes were made, the number of people of color in the advertising industry continues to grow at a much slower rate than in any other industry.nn- In 2010, of the 60+ Super Bowl ads created, not one was led by a creative director of color, and in 2011, the number jumped to just four.nn- Women account for 65-70% of all talent in the business, however just 4% of all creative directors are women. If more women were in leadership roles, their inclusionary mindset would likely change the face of the industry.
Contact:
Kathy Macaraeg 310.649.0944 Contact Kathy via email
SPW Category:Advertising Agency News
The Light and BIEN Form Creative & Strategic Alliance
Becky Morrison from The Light & Ricardo Roberts from BIEN.
Production company The Light and motion design studio BIEN have forged a strategic alliance that nurtures inclusivity and sustainability throughout the life cycle of every project.
The Light Founder/CEO Becky Morrison and BIEN Co-Founder Ricardo Roberts were first introduced by a mutual client who recognized their parallel ethos. Both Morrison and Roberts are advocates for industry change, and have built successful companies that demonstrate the benefits of human-centered and sustainable production in live action and motion design, respectively.
“I admire the thoughtfulness, specificity, and artistry with which BIEN produces animation and design and their attention to representing the full spectrum of humanity,” notes Morrison. “Their work behind the scenes to foster a diverse creative community is equally impressive. It feels like the perfect moment to partner with another mission-driven company who cares so deeply about creative excellence and social change.”
“I immediately hit it off with Becky and love that she has so many ideas that are tactical, scalable and make a powerful difference,” adds Roberts. “She challenges the status quo while producing beautiful, world-class content. With this partnership, we can better serve our clients and carry our mission forward together.”
The Light is a production company guided by the principle that an emotionally healthy environment is paramount for creativity and high performance. From its inception in 2014, The Light has centered under-represented talent, with equity and sustainability as key pillars to delivering creative projects for... Read More
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