If diversity is the solution, then why not insist on it otherwise the taps get turned off
This is a ‘thing’ that’s been floating around in my mind for quite a while now and the recent article in Campaign Magazine by Karen Blackett OBE has led me to put pen to paper.
It’s a great article, with many salient points, written by a formidable champion of diversity and inclusion in the advertising industry. Someone who has already made a significant impact on so much and so many.
However… I think WPP can do more, something that will make a LANDMARK DIFFERENCE.
Ask any D&I practitioner and they will tell you how painfully slow change can be, like decades–long slow. Why? Because it’s rarely seen as a business priority even though you have influential individuals repeatedly stating diversity is the answer.So my ‘thing’ is this. WPP are hugely, hugely influential in this sector and their buying power can shape and dictate the business priorities of many organisations. We’ve all seen this being put to use in trading conversations, be it associated with transparency, viewability, auditing, tech-stack etc etc. When WPP say jump the industry says how high. So, why not this?
WPP will only work with partners that share their mission to make the industry a more diverse and inclusive place.
Yes, there is obviously a lot of detail to be worked out and yes, it's complex, but no more complex than any of the other trading prerequisites. I’m pretty sure most clients would get behind the idea and it would bump the progression of diversity and inclusion straight to the top of the priority list, because, money talks. I don’t know everything and maybe there are already policies in place to this end, if there are then they need to be much more front and centre.
Supply chain influence on D&I is nothing new but it seems to be a perfect fit here as precedents exist and the ecosystem is perfect for it.
WPP and the other agency groups have the power to financially incentivise the progression of diversity and inclusion in this sector and not just in the relationships with their partners.
The waterfall effect means that more would then be asked of the suppliers to all parties… recruitment consultants, distributors, printers, paper merchants, search agencies, pr and creative agencies etc etc.
Organisations with a significant public profile are compelled to focus on improving diversity and inclusion (although there is obviously more work to be done) - the business case is more obvious. For the tier two’s and the significant long tail, the business case is less clear and this is where WPP et al can make a huge difference.
It would be a bold move no doubt and WPP themselves would need to be the standard bearer, ensuring their own practices were progressive and true. But, imagine the impact, imagine the acclaim.
Basically, If diversity is the solution, then why not insist on it otherwise the taps get turned off
.…or maybe I’m just living in a dream world.