Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
When Naija Comm was created, there was a specific type of representation that typically wasn’t emphasized enough. Building a community-based media platform and creative hub that celebrates, connects and empowers Nigerians in various creative disciplines and areas is no easy feat, but it’s worthwhile. My team and I learned how multilayered representation can be and how it extends beyond race.
But overall, the experience demonstrated there are various creative industries and career areas that barely prioritize cultural subgroups or don’t prioritize them at all. Advertising is one of them.
It’s no secret that there has been minimal diverse representation and resources in the advertising industry for several years. According to diversity reports conducted in 2021 by the Association of National Advertisers, the overall ethnic skew of the marketing and advertising industry is at 30.8%. In 2020, 50% of people reported that their companies lacked DEI resources.
Today, this is an issue that’s still a work in progress. In terms of diverse representation, the main focus tends to be on gender or racial representation. But what about cultural representation?
First, acknowledge there are cultural subgroups
There are distinctive cultural and niche communities within advertising that must be amplified more, especially by brands and agencies, considering the constant efforts to emulate cultures or incorporate them into products, services and marketing campaigns.
Ethnic groups play an instrumental role in the market. The buying power of diverse communities has skyrocketed over the past few decades, resulting in trillions of dollars in revenue for the market.
It’s clear that brands can’t operate without their loyalty and buying power, and it should be clear that they need to do more than just sell to them. The solution: Explore and cater to these cultural subgroups within these racial groups.
Representation through on-screen advertisements isn’t the only solution. In fact, it isn’t enough. The voices, stories and experiences of these cultural communities are important, more so than the campaign creative.
Going beyond the status quo
In 2022, some brands are going beyond the status quo and advertisements, doing more than their colleagues and reaching cultural communities in the industry in a multitude of ways.
New York Festivals is a space that celebrates the world’s best work and, most importantly, the people behind it. The organization is spotlighting Nigerians in Advertising for their 2022 award show. They are utilizing all their platforms to do so, from featuring innovative work to curating inspiring interviews and collaborating to create new opportunities worldwide. Their features and interviews consist of changemakers in the ad space coming from a variety of shops, such as Ogilvy Lagos, R/GA New York, Mother and more.
Specific people within the industry are providing resources as well, like fellow Nigerian and TBWA\Chiat\Day copywriter Dotun Bello. Bello partnered with The One Club for Creativity to create the Lagos Creative Development Bootcamp for Nigerians abroad, co-sponsored by TBWA\Chiat\Day New York and Wieden+Kennedy.
This free 10-week program will provide Nigerian creatives with various resources and tools they need to elevate their creativity, marketing and business acumen and more. During this program, industry leaders and innovators from around the world will contribute and mentor rising creatives. Through mentorship, they will receive guidance and tips pertaining to building a portfolio, developing a personal brand and social presence and more.
Fellow marketers are welcome to do the same: Highly encourage everyone, especially agencies and brands, to explore the niche sectors of the industry, because this is only the beginning. Utilize tools like Google, LinkedIn and Instagram to research and find these communities that are a part of diverse subculture groups around the world. Connect and collaborate with those brands, such as Caribbean Ideas Synapse, a marketing agency in Trinidad and Tobago, that creates innovative work with a Caribbean style.
Stay updated on your advertising news and you will learn more about dynamic cultural creativity, such as The Hook Creative Agency, one of the fastest-growing independent ad agencies in Nigeria co-founded by 2022 Adweek Creative 100 honoree Adebayo Owosina. Contribute, donate and support programs like the Lagos Creative Development Bootcamp that are amplifying current and up-and-coming creatives abroad and throughout the diaspora while providing them with opportunities and mentorship.
Again, numerous cultural communities are involved in advertising. Work with them, hire them, mentor them. Do more than just sell to them. It’s time to go beyond the status quo. Go beyond state lines. Go abroad.
Do it for the culture. Do it for all cultures.
