Creative Equals

📣 FREE TRAINING KLAXON 📣 A great way to get insight into the advertising industry, with free online training for anyone, anywhere from M&C Saatchi Group. Deadline August 25. All the info below ⬇

“Brilliant, amazing, emotional, powerful, inspiring, absolutely paramount for the industry.” That is the summary of this year’s Disabled Creatives program, in the words of the creatives, sponsors and mentors. ⭐ Thank you to our core sponsors Diageo, D&AD, Major Players | B Corp™ and NABS. For those thinking of applying next year, Diageo’s Hannah Tompkins put it best: “We need it, we want it, and we’re here, ready for you to be part of it.” ⭐ Shout out to the Disabled Creative 2024 alumni, showing the industry what creativity in all its different, sprawling, divergent, wonderful forms look like. ⭐ Thank you also to our agency Mentor Partners - Anything is Possible, Design Bridge and Partners, Avalere Health, VCCP, Iris, R/GA, Kitchen, adam&eveDDB, MullenLowe UK, Interbrand and Tribal Worldwide. ⭐ And lastly, to the essential players: Ali Hanan, EMMA J MURPHY, Paul Drake, Rosa Rolo, Annabel McCaffrey, and the Diageo team Jessica Lace, Lauren Popplewell, Hannah Tompkins, Grainne Wafer and Cristina Diezhandino.

As we honour South Asian Heritage Month, CE team members Aishwarya Tardalkar and Ishani Rege have reflected on this year's theme "Free to be Me", including tips for brands on how to approach authentic inclusion, and their thoughts on the last couple of week's violent riots: “What we have seen in the past two weeks underscores the importance of the industry coming to the table to firstly understand this audience better and then work to do more to represent and support them authentically. It's time for the industry to break the silence and recognise the importance of celebrating cultures and identity, and supporting the global majority, including Black, brown, Muslim and immigrant communities, to feel a sense of belonging.”

This Monday, it's time for the real work to start. For those in the UK who experienced racism, Islamophobia and Xenophobia, last week is never 'over'. There is now a fear this could happen again unless we work harder to dismantle the systemic racism that exists within our structures. ‘Doing the work’ is why Creative Equals exists in our sphere of influence. Our goal is to embed diversity, equity and inclusion in the day-to-day processes people work within to make lasting change. By doing this, we make a more inclusive workplace where everyone feels a sense of belonging and their contributions are valued to make powerful work. We exist to build brands to have an outsized, positive impact and create an inclusive industry we can all be proud of. Yet in the industry, the silence from brands and media platforms has been noted. In the 2011 riots, brands like Lush, M&S and Sainsburys were involved with the clean up, bringing communities together with staff and resources. In 2020, we saw over 400 companies sign up to #AdlandCommits. After four years of town halls and the beginnings of change, where are the voices? What is going on? As a sector, we talk about 'our power to make change, to influence and shape culture' - but do we do this now only when it doesn't involve an -ism? As inclusion partner Debbie T. said at the UN’s Unstereotype Alliance: ‘Doing the right thing and the profitable are the same thing’.   So, we start another week, and sadly, in spite of the hope and resilience of the human spirit and in particular, Black and brown people, the impetus to ‘do the work’, there's every chance we'll be here again, unless we tackle where it comes from. What now? 📣 Apply the Online Safety Act: While this is under review from OFCOM with guidance from the Conscious Advertising Network (join them!), the key aspects of it are already underway. Start now, starting by investing in platforms that uphold basic human rights and who have zero tolerance to hate speech. 📣 Fund high-quality journalism: as Cannes Lion ‘Lionheart’ recipient Maria Ressa says: ‘facts, truth, trust.’ Quality journalism has been impacted by advertising spend going to unregulated social media platforms. Support pluralistic, independent, free media. It is the kryptonite to disinformation. 📣Invest in local news outlets from diverse communities: platforms like ‘The Voice’, British Asia TV, DIVA magazine have been impacted with reduced ad spend and the 'culture wars'. Use your media £££ to enable diverse perspectives to thrive in media. 📣 Conduct a media review: misinformation has incited this terrorism. Make sure you don't support ‘hate click bait’ with your choice of media partners. All brands need to audit their site and app lists to make sure they are funding trusted sources. Lastly, align with the UN's principles for information integrity. Thank you Ishani Rege Debbie T. for your words. Shout out to Harriet Kingaby Jake Dubbins https://lnkd.in/eKGJq6Yu

Job of a lifetime here 💜

Progressive marketing has an opportunity to make real change. Hear us out: Yesterday, Algerian boxer Imane Khelif won a women’s boxing match against Angela Carini after she withdrew 46 seconds into the match, sparking an onslaught of transphobic hate amid false claims that she is a transgender woman. Imane Khelif is a CIS woman. She was born female, is legally considered a woman and has always competed in women’s categories. While our stance is that trans women are women, and we understand the gender nuances in sport are rife with unfair bias. Imane has been subjected to unethical targeting with gender tests. There is no uniform criteria about what defines sex at an international level. Unsurprising, as we know gender is a social construct and biological sex is non-binary. It's a tricky situation. Transphobic hate has no place at international sporting events and yet, here we are. Why should this matter to brands in advertising? - Consumers expect brands to have a stance on inclusive topics (64% of respondents took some type of action after seeing an diverse/inclusive ad Google/Ipsos) - Campaigns that feature underrepresented communities do better: (Non-conforming ads featuring the underrepresented are +21% more likely to perform well on brand attention - Ipsos) - Brands have the opportunity normalise situations for inclusivity and good (while growing your marketing share by reaching more of your audience) - Brands that uphold their DE&I values in the face of backlash are more likely to be rewarded. For every 1 consumer rewarding brands that back down from DEI positions due to criticism there are 4-5 consumers who would reward brands that uphold their DEI values in the face of criticism. (ANA AIMM) - The global LGBTQ community has at least $3.7 trillion in purchasing power and data indicates that compared to generic ads, queer-inclusive ads can help consumers remember brands better, inspire higher-priced purchases and foster a more progressive company image. Sounds like an opportunity to normalise trans people in sports for brave, progressive brands to us. Interested in exploring this opportunity for good and growth? Lets chat: [email protected] #inclusivemarketing #imanekhelif #imanekhelif #parisfrance #parisolympics #parisolympics2024 #algeria #algerienne🇩🇿 #paris #paris #olympics #women #womenathletes #lgbt #lgbtq #trans+ #queer #allyship #inclusiveMarketingStrategy #progressiveMarketing #MarketingForGood #braveBrandsNeeded

Applications for this year's Creative Equals Business programme are now OPEN! For all women, non-binary and non-gender conforming people who want to take that next step in their careers and develop their leadership skills. Link to apply in Helen James' post ⬇

Today marks three months since RISE 2024. It’s been amazing to see the impact and the conversations it has instigated across the industry - long may they continue! We're dedicated to delivering Return on Inclusion, for good and for growth, at a time when inclusion is more important than ever. Thank you to Alaina Crystal, Hannah Tompkins, Hung Nguyen and Dagmar Bennett FRSA for voicing it so well in this clip. #rise2024 #inclusivemarketing #marketingconference

National Inclusion Week is approaching, and our team are gearing up to deliver a range of inspirational talks throughout the week. Get in touch to reserve one for your team now. #nationalinclusionweek

With almost daily news of new rollbacks to DE&I initiatives, along with societal division and changes to legislation, our stance is that today, inclusion matters more than ever. Brands have a role to play in social change - In fact, your audiences and employees expect brands to leverage their power, through inclusion, sustainability and material action. Investing in inclusion is imperative for brands, to future proof and thrive in a shifting social landscape. And progressive, inclusive marketing is for ALL brands. This is the business case for DE&I in marketing - Research from Cannes Lions International Festival of Creativity: • 3.5% uplift in immediate sales • +16.3% greater in long-term sales impact, when compared to less progressive advertising • +29% consumer loyalty • Brands with more progressive advertising are rated +9.8% more meaningful and • +11.8% more differentiated by consumers • Consumer intent to repurchase (brand loyalty) is +42% for brands with more progressive advertising, with 52% pricing power Want more data and inspiration? Get in touch with Ali Hanan for the full Cannes Lions round up for your team. #inclusivemarketing #returnoninclusion