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It's Time to Find the New Generation of Diverse Talent or Watch Your Pitch Opportunities Shrink
By: The Drum
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There’s a well-worn adage in pitch circles that the agency who most wants to win the pitch is the agency most likely to win the pitch. And the proof is in the pudding. In the past 12 months, I have seen time and again agencies driven by an insatiable hunger to win and brilliant talent pool at all levels delivering the extra intangible magic that makes the biggest difference on the day of final reckoning.

For decades, talent and determination have been the heady mix unlocking the unstoppable momentum of a pitch-winning idea. The right talent ensured insights were liberated, while determination ensured that no one was ever, ever allowed to stand in the way of making the best idea happen. Look no further than the outstanding work that Leo Burnett has consistently produced for McDonald’s, Adam&EveDDB for John Lewis or AMVBBDO for Guinness as evidence of this in action on a regular basis.

Little has interfered with this dynamic, including the advent of digital and the acceleration of mega-media pitches we’ve all seen in 2016.

But now it’s all change. Last week saw two significant announcements in the US – a deafening reality call to our industry. HP’s chief marketing officer Antonio Lucio mandated to its roster that all agencies must increase the number of women and minorities in key creative and strategic positions within 12 months. Second, Ann Simonds (CMO, General Mills) announced that agencies competing for the creative business must have creative departments staffed with at least 50 percent women and 20 percent people of colour. As Lucio succinctly said: "Including women and people of colour in key roles is not only a values issue, but a significant business imperative."


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About the Author
This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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