Two relatively recent developments are helping to bring a greater measure of ethnic diversity into the industry. In each case, the efforts figure to translate into increased access for deserving minority candidates, well into the future.
One came late last year when Procter & Gamble (P&G) decided to link with the Streetlights Production Assistant Program. A Hollywood-based nonprofit organization, Streetlights has a track record of creating entry-level as well as more advanced crew employment opportunities in commercial and longform production for economically disadvantaged ethnic minorities. Streetlights was founded in 1992 by veteran freelance commercial producer Dorothy Thompson.
P&G is generally requiring that two or three graduates from the Streetlights program be hired for each company spot project shot in Greater Los Angeles. According to Jerry Rice, P&G’s senior advertising production manager, the advertiser’s five agencies—Leo Burnett USA, Chicago; Saatchi & Saatchi, New York; D’Arcy, New York; Jordan McGrath Case & Partners, New York; and Grey Advertising, New York—are on board and committed to the initiative.
But beyond bringing people of color onto crews and then helping them to climb the industry ladder leading to other production capacities, the P&G-Streetlights relationship could also lead to opening up career opportunities in the agency creative arena.
As originally reported (SHOOT, 11/24/00, p. 1), Jennie Wadhams, head of production at D’Arcy, New York, has observed: "We don’t want this to stop at just the P.A. level. That’s the entrée into the business where P.A.s can look around and see what appeals to them, and then get more specific training. We’re hoping that some might find the ad agency side appealing—being an art director, a writer, an agency producer. Part of our commitment is to help facilitate that."
Meanwhile, also facilitating diversity is the American Advertising Federation (AAF) Foundation’s Most Promising Minority Students 2001 program. The AAF program just marked its fifth-year anniversary.
The Foundation helps to connect top advertisers and agencies with the most outstanding multicultural candidates from AAF college chapters, universities and historically black colleges from around the nation. Earlier this month (3/1-2), 25 of these graduating college seniors—all with academic backgrounds in advertising—met in New York with recruiters and executives from leading ad agencies, advertisers and media companies, for interviews, coaching and guidance.
More than 60 percent of the Most Promising Minority Students selected in 1997, ’98, ’99 and ’00 are known to be working in the ad industry for employers including Nike, P&G, The Gap, The Wall Street Journal, Univision, DDB Worldwide, BBDO, Leo Burnett USA and Saatchi & Saatchi.
The AAF is an advertising trade association with 130 corporate members spanning advertisers, agencies and media firms that comprise the country’s leading brands and corporations. AAF’s national network of 210 ad clubs and local ad federations are home to 50,000 advertising professionals. Additionally, AAF connects the industry with an academic base through its 260 college chapters.
"After five years and as our honorees progress, we know this program has enhanced the multicultural perspective in the industry of advertising," said AAF president/CEO Wally Snyder. "Corporate America is demanding ways to tap into a culturally diverse marketplace. These students offer companies rich talent and the promise of even better advertising."
