Marketing teams that are diverse and inclusive stand to gain a range of benefits, which extend from making smarter strategy to achieving greater impact among the communities a brand is seeking to reach.
Monique Nelson, CEO of UWG – an agency founded in 1969, with the goal of serving Black consumers following on from the civil rights movement – discussed this subject in a session on Lions Live, a digital-content platform run by Cannes Lions, a sister company of WARC.
And to achieve the optimal results, she reported, a team put together by an agency ideally “needs a little bit of everyone to come up with the best solution”. (A video of Nelson’s session can be viewed here)
UWG, which is owned by WPP Group, has “an inclusive team that looks at the work through an inclusive lens,” Nelson said – an approach that draws on the unique perspective of its members.
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