Why DEI Still Matters at Agencies

While many organizations are dismantling their diversity, equity and inclusion programs overnight with pressure from federal and state officials, and others are retitling or deprioritizing theirs, I believe it is even more important for advertising and PR agencies like CVR to recommit to their DEI initiatives. Diversity, equity, and inclusion refers to the intention efforts to ensure people of all backgrounds, identities, and experiences feel welcomed, valued, and supported in the workplace.  

 To be effective communicators and marketers, agencies (and successful ones at that) must connect with our clients’ customers. This usually requires a keen understanding of their emotional and rational needs and feeling empathy for these audiences.  To understand the human experience for a variety of clients and products, agencies must employ a diverse group of people who can contribute to the development of the right strategies and tactics to help our clients persuade customers to change their behavior and be moved to act. 

Clients rely on their advertising agencies to bring them new ideas and to think creatively on their behalf. If clients only hire people like them, there will be an overwhelming amount of sameness and dullness in the creative product. A Harvard study showed that diverse organizations are 70% more likely to create new markets or products than less diverse companies. The study found that diverse teams are better equipped to identify potential blind spots and make more well-rounded decisions, and diverse perspectives can foster a more adaptable and innovative culture.  

Historically, agencies have not been very diverse from a racial and ethnic perspective. When I was on the board of our global advertising agency network (AMIN Worldwide), we hosted several conference speakers who talked about why there was a lack of diversity in this industry. One speaker shared his experience from the 1980s about large agency leaders who did not believe minority candidates could “relate” to the average consumer (aka “Caucasian”) as an art director or writer.  So, minority candidates often went to work for minority-owned or multicultural agencies.  

According to a study in 2022 by the American Association of Advertising Agencies (4A’s), the number of agencies owned or run by white CEOs was 90%, while the number of black employees was at 7% and Hispanic employees at 12%, well below their percentage of the U.S. population. After George Floyd’s death and the Black Lives Matter movement raised awareness about access and opportunity, many agencies increased their recruitment efforts to create more opportunities for minority candidates. Here at CVR, we are staying true to this commitment because Black and brown creatives must have a seat at the table. 

At CVR, we created a scholarship through the Central Indiana Community Foundation (CICF) to provide funding for students of color studying any form of design, writing or communication. It has been given to students at IU Indy annually since 2022.  

But DEI is not just about race or ethnicity. It also includes creating equal opportunity for women as well as LGBTQ+ employees. Ad agencies have always been more inclusive than many industries but there is more work to be done. Organizations like Ad Color and Queer AF contend that agencies can do a better job of creating safer work environments where everyone feels free to express their identities without compromising their opportunities for advancement, leadership and ownership. We recently hosted a speaker during Pride Month to better inform our entire staff about the LGBTQ+ experience around the world and here locally, how important it is to be more inclusive in language, policy and actions, and how we can play a role in supporting the community here in Indianapolis. 

While women represent 60% of all ad and PR agency employees, they only represent less than 5% of ownership in the U.S.  I am proud that CVR has 5 of 8 vice presidents who are female and a very intentional equal pay scale.  

The bottom line is that CVR will continue to implement our DEI programs as planned because they are more important than ever before. I also firmly believe that as the political winds shift in the future, many of those organizations that put them on pause will reinstate them to attract and hire a more diverse workforce. 

If you want to learn more about CVR or are looking for different thinking, please contact me at kflynn@cvrindy.com.