Come meet us in Cannes! PLUS how important is nuance in minority marketing?
OFFICIAL: we're speaking at Cannes Lion
Workshop: Unlocking Creative Excellence with Powerful DE&I Strategies
Monday 19 June, 10:30 - 11:30 (1h)
The Lab, Palais II, Cannes, France
DE&I shapes creative excellence. Across all Cannes Lions 2022 Award Winners, creative work with a DE&I heartland proved inclusion powers creativity. For this to have a meaningful impact it must go beyond representation and into brand strategy.
In this Cannes Lions workshop, interrogate DE&I with last year's LIONS Awarded work, and learn the ‘creative critical thinking’ needed to build an inclusive, progressive brand. Find out what movements are on the horizon that will shape the landscape for inclusive practices.
Workshop takeaways:
- Framework for critical thinking
- Trends in DE&I movements
- Understanding what creative excellence looks like
Disabled Creatives: the work, the work...
The Creative Equal's Disabled Creatives programme has been designed in collaboration with our partners, including disability equality charity Scope, D&AD, Valuable 500, WithNotFor, Major Players and ThisAbility Limited and sponsored by Diageo.
After three weeks of mentoring and training, the is the moment we wrapped up the main part of our programme on May 11, with our Presentation Day at London agency Iris. The work was outstanding. Disabled creatives hone their skills through navigating a challenging world. Their experiences shape them into outside-the-box thinkers, fuelling innovation and pushing boundaries. What we saw in the work was how each team challenges conventions and forges new paths, leading to groundbreaking ideas that transform industries and inspire meaningful change.
Want to hire disabled talent? This cohort is waiting for your briefs.
WFA Global Marketer Week '23: 'Progressive Pathways to Growth' with the CMO of the year, Cristina Diezhandino.
This talk. Watch it. In this talk with the WFA's CMO of the year, Cristina Diezhandino, this world-leading marketer talks about how Diageo drives growth through transforming inclusivity within their marketing. This meant changing how every brand thought about the consumer and their target audiences, how they shaped content, who is producing their content and their media buys. What happened? Johnnie Walker grew by 21% and Guinness by 17%. Inclusion improves performance. This is the belief from the top down.
Since the pandemic, Diageo's profits are up by 36%. They drive that representation all the way down to their partnerships for change, like Creative Comeback, and Disabled Creatives with us. This is the new ROI: the 'return on inclusion'.
We see you, mid-life women
Yes, here is the 'invisible market'.
While 67% of women in their forties and older have purchased shoes or clothing online at least monthly, nearly 50 percent of clothing buyers above 40 years old feel unrepresented in fashion marketing. What an opportunity. Inclusion means reflecting the audience you serve, in their authenticity. As Cindy Gallop states: 'Tap into the aspiration of age. We’re very happy with who we are. We don’t aspire to be young. But young people aspire to be us'. JD Williams, you nailed it.
Shout out to House 337, whose new campaign for lifestyle store JD Williams is reframing and reclaiming midlife,
shot by the brilliant Diane Russo.
Ramadan: what could have been better?
The debate about Tesco's Eid campaign has thrown up interesting questions. While most praise the "Alia's 'worth the wait' samosas" campaign by Bartle Bogle Hegarty (especially as Eid and Ramadan are not widely seen in creative advertising, despite the approximately 2.8 million Muslims who celebrate Ramadan in the UK, representing almost 5% of the total population). Many of the details were just plain wrong (like the crescent moon, which should have been on the opposite side), pointed out by Arif Miah, of Mud Orange in Campaign.
As Dino Myers-Lamptey, The Barber Shop founder, who worked with the Advertising Standards Authority on its Racial Stereotyping in Advertising report, said "it's all too easy to generalise in advertising". While this is generally OK when you're representing majority audiences, who are regularly portrayed in the full spectrum of ways, when it comes to minority groups, the infrequency of that appearance means it represents much more, and makes more of a statement about the role and 'way of life' from those portrayed.' Our team felt this could have been so much more powerful. We always love this one from Nando's. Old, but goooood!
Enjoy your day!
The CE Team