Hello, and welcome to my blog on Advertising for All. My personal and professional interest in the representation (and misrepresentation) of minorities and women in media sparked the idea for this blog. The need to diversify the ad industry has become a hot topic in the past couple of years among ad professionals, and it is my intention to highlight ways in which this undertaking is occurring, as well as encourage discussion on places where more improvement is necessary. It is my belief that the ad industry should accurately and effectively reflect the consumer market that it serves, both in the kinds of ad professionals that are hired and in the types of ads that are produced.
In February, a good friend of mine, who works at an advertising portfolio school in Atlanta, forwarded me an email with a link to an article in the New York Times. I was startled and amazed by the subject of this article: Hip Hop recording artist and business mogul, Jay-Z, had just opened a multicultural ad agency in New York City. The name of the agency is Translation Advertising, and Jay-Z (real name Shawn Carter) will be part owner and co-chairman with another African American entrepreneur, Steve Stoute.
I was amazed by this news because my first thought was, “This man can do it all!” For those who might not know, Jay-Z is somewhat of a Renaissance man of the Hip Hop generation: he is a rapper, part owner of a basketball team, and the former president of a record label, and owns his own clothing line, not to mention his other projects, marketability, and superstardom. Now he’s set his sights on the advertising industry. I think he has all bases of the entertainment industry covered.
But after the “wow factor” wore off, I began to contemplate what this might mean for advertising and diversity. Mr. Stoute and Jay-Z’s main reason for creating Translation Advertising is to market to the minority consumer group that is underrepresented but accounts for approximately $2 trillion in buying power in the U.S. Creating ads that understand and relate to the culture is their top priority.
I can see this agency creating jobs and a place for minority ‘creatives’ (the ones who actually create the ads) in the industry. Additionally, I can see Translation Advertising leading the way for change in the industry over time; a change in how to market to this minority consumer group without the current air of taboo or misunderstanding.
I’m excited about it. Mr. Carter should expect to see my resume and portfolio on his desk in 2009.
2 comments:
Hi Courtney!
Interesting blog. Do you think this business venture would do more to aid in the way advertising is approached in reference to minorities or do you think it will continue to perpetuate the one-dimensional characterizations of minorities, particularly African-Americans, in ads?
Just would like to get your perspective--being in marketing I am saddened by the seeming glaring generalizations that are manifested through the creative. However, when more enlightened creative has been placed in the market, the response to suggest that it continues to be made is not there. (i.e. personally I thought the Verizon ad with J. Ivy celebrating black history month in '06 was a great ad. However, when I spoke with people who worked on the campaign, I was told the ROI was not overwhelming and while they received positive feedback about the campaign there was not a significant lift in sales.) Just thought I'd share my two cents! lol
Anyway, love the blog! Keep it up!
Hi Shani!
Thanks for your comment! I hope that this business venture leads to more of a variety of characterizations of African Americans in ads. I think Jay-Z and Steve Stout are aware that the ads that come out of their agency must be different. But I'll be watching closely to see if they succeed in this project. Hopefully things like "lack of sales" as you mentioned in the Verizon ad will not overshadow their efforts.
Thanks again for reading!
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