Reading + Responses + Podcast Assignment
Please read and provide reading responses for the following:
Reading. Despite 25 Years of Ad Growth, Diversity Remains a Challenge.â CMO by Adobe. 2019. https://cmo.adobe.com/articles/2019/6/despite-25-years-of-advertising-growth-diversity-remains-a-challenge.html#gs.dmldea
Reading.âLong Road Aheadâ: Ad Agencies are Releasing Diversity data â and Admitting their Shortcomings.â Kristina Monllos. Digiday. June 2020.
https://digiday.com/marketing/long-road-ahead-heres-a-look-at-the-agency-diversity-data-released-so-far/
Listen to the following podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5idXp6c3Byb3V0LmNvbS8yNzc1NTQucnNz/episode/QnV6enNwcm91dC0yOTczNDM5?hl=en&ved=2ahUKEwj69eS2077rAhUGd98KHUtRAccQjrkEegQICxAK&ep=6
Journal responses for last week’s class
Due Date(s)
- 9/2 midnight
Instructions:
On OpenLab please share
Key takeaways from articles
What do you think about transparency in business?
What do you think about inclusivity in creating content and products?
Please listen to the podcast before our class on 9/4. Nathan and Kenji, please prepare to lead the class in a conversation about the podcast at the beginning of class.
Journaling: Please answer the following questions from last week’s class:
What did you know about digital agencies before last week’s class?
As a digital agency is it more important to be innovative or up on trends?
How do you keep on top of trends? What websites or podcasts do you listen to?
What were two digital campaigns that we discussed in class that you resonated with?
Grading Rubric
Please see class syllabus.
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What do you think about transparency in business?
Transparency in business is important. Consumers want to know the truth and nothing but the truth. The more transparent your business, the more trust you build with consumers.
What do you think about inclusivity in creating content and products?
Inclusivity is extremely important in creating content and products. Having a diverse set of people brings a diverse set of ideas. It also shows representation among the population. People will be able to see themselves in ads and products.
Journaling: Please answer the following questions from last weekâs class:
What did you know about digital agencies before last weekâs class?
All I knew about digital agencies was that they help people and businesses with advertising by getting the word out.
As a digital agency is it more important to be innovative or up on trends?
I think itâs a little bit of both. While innovating is important in making an agency unique, following certain trends may help it blend in with society.
How do you keep on top of trends? What websites or podcasts do you listen to?
Social media like Twitter and Instagram are great ways see whatâs trending. I also listen to Joe Roganâs podcast.
The key takeaways that I caught from articles were that in business, having and promoting diversity is a crucial factor for having a trusted brand on both consumer standpoint as well as employee standpoint. This includes underrepresented people in terms of racial, geographical, and sexuality.
Long-lasting companies are the ones that consider hiring minorities, especially in a higher management position in order to normalize the race and gender gap. Applying transparency in the business model is the key to gain trust from customers. According to Adobe’s article, about %40 of people which represent the underrepresented communities such as LGBTQ+ and African Americans, are more likely to purchase products or subscribe to services from a brand that openly advertising diversity in their campaigns.
Journaling:
What did you know about digital agencies before last weekâs class?
I had a sufficient information regarding the digital agencies before last weekâs class and had no idea what a digital agency is, however I learned that Digital Agencies are the advertising agencies in modern world which they work on specific projects to promote specific product, service, charity or just the ideology of the company that they directly working with.
As a digital agency is it more important to be innovative or up on trends?
Innovation is the key. For example, we have many tech companies that are thriving and getting more attraction than ever just because of the innovation and the way that they are advertising in media.
How do you keep on top of trends? What websites or podcasts do you listen to?
I use TWiT, Windows Central Podcast, Thurrott, LinkedIn, and many more resources to be always up to date with tech companies.
What were two digital campaigns that we discussed in class that you resonated with?
Pepsi and Microsoft.
Despite 25 Years of Ad Growth, Diversity Remains a Challenge
This article takes a very statistical approach to the industries realization that diversity can no longer be ignored and inclusivity is the natural progression to sustaining their business. One thing that left an impression was the fact that almost half of our country, per the cited studies, feel that they are either not represented are are stereotyped with today’s advertising. Individualism appears to be completely lost, in turn, losing a large portion of Americans. My last takeaway to the article is from the second-to-last paragraph. The paragraph details that the industries with the most diversity are food (33%), healthcare (30%), and retail (30%) while the banking, insurance, and automotive sectors have the least. The takeaway here is one of socio economics and the structure of our class system with how it is so intertwined with civil liberties in America. This also plays into the access of education to marginalized groups who may in turn have, historically, had less access to the aforementioned industries.
Long Road Aheadâ: Ad Agencies are Releasing Diversity data â and Admitting their Shortcomings
This article takes a direct look at âSix Hundred and Risingâ a non-profit that campaigned that agencies disclose their diversity data. A very successful campaign led to dozens of big companies sharing the hard data on their employees all the way up to the executive level. Unfortunately, unsurprisingly, there was nowhere close to an equal array of races representing the companies. My takeaway from the article is that the hand of change can absolutely be forced. This campaign was incredibly effective in calling out the industry to take a look at their hiring and commendation practices. The more companies that joined in revealing data the more a spotlight was cast on the ones that did not. It was very inspirational for me.
What do you think about transparency in business?
I think that transparency in business appears to be a touchier subject than it should be. I think, based on the second article, transparency is a practice that forces inclusivity (yay!). Just in the fact that companies considered tasks like revealing the diversity data âonerousâ is absurd. The wave of transparency that â600 and Risingâ catalyzed, for me, looks to be a shift for not only agencies but possibly other sectors as well. I think the hard truth to look at, in america at least, is that discrimination is supressed and not on the foreground and that hard data will prevail and expose what has plagued many industries for decades.
What do you think about inclusivity in creating content and products?
Inclusivity should almost always be considered when creating content, however, take the Microsoft Adaptive controller as an example. There will always be an audience you target, that scope could be fully inclusive or maybe more honed for a target audience. It really can depend on the content and product. If we take Blavity as an example, there is a clear target audience in black millenials, therefore the platform will be shaped to appeal to that demographic.
What did you know about digital agencies before last weekâs class?
Before last week’s class my idea of an agency was more or less a modernized version of Mad Men. You’ve got your thinktank/ideation, copy, legal, etc. A mixed environment of professionals that make ideas happen in a way to advertise with the focus being to land lucrative clients and make a name and identity for your organization/firm.
As a digital agency is it more important to be innovative or up on trends?
Both aspects seem incredibly vital if one wants to operate a successful agency, however, if I had to choose one I think I would give an edge to a company that can keep up with trends. I believe that in the age of information, where you have an audience that can tip at a moments notice, you need to have something that will hook–not always maintain–your audiences attention.
How do you keep on top of trends? What websites or podcasts do you listen to?
I would say that about 90% of the content I consume, both in general and as it relates to trends, is absorbed via Reddit. In addition, I do receive some information and articles from friends on social platforms such as Facebook and Discord. I also listen to Podcasts that are typically gaming focused–mainly the Gameinformer podcast.
What were two digital campaigns that we discussed in class that you resonated with?
Back to Africa I found to be a very bold strategy that was innovative and inclusive enough to turn heads and garner attention. I think it was the execution on the tag line that provided success to the campaign, overall. Another campaign that really resonated with me was Microsoftâs Adaptive Controller. Everything from the product itself to the video and the format where the children are interviewed was very well done and incredibly wholesome!
1. Key takeaways from the articles
I remember when I was younger that there was no other representation than white people in ads. Later it became whites with 1 black. Then it slowly became representation with many ethnicities and gender. The biggest take away for me is that change has been continual.
2. What do you think about transparency in business?
I think transparency allows the consumer the opportunity to see if the company really is changing and to help with feedback. Trying to hit the mark is tough. There is no one perfect ad that will scratch all itches and address everyone’s desires but, if you say you are for a particular demographic it makes sense to get their opinion and adjust in real time.
3. What do you think about inclusivity in creating content and products.
If a product is supposed to be for anyone then the content shouldn’t look as though one people group use it. I agree with Youngs feelings. He wasn’t trying to get a list of data to keep for perpetuity to hold people accountable. He was trying to get people to be open and that’s a small step in a long road.
Journaling
1. What did you know about digital agencies before last weekâs class?
Honestly, I didn’t know they were separate from the brand. I thought the brand had a particular section or department called marketing that houses advertisements that was like an in house think tank for all things public relation.
2. As a digital agency is it more important to be innovative or up on trends?
I think both are important but, it’s more important to be innovative because doing what’s trending gives you a level of legitimacy but, innovation says you can see beyond current trends and that places you more in a “taste maker” category. Its like the difference between knowing what people like to eat vs being the person who makes every restaurant feel like they better serve this dish because this is what people enjoy.
3. How do you keep on top of trends? What websites or podcasts do you listen to?
I do not keep on trends. I was thirsty to learn where I should go to myself updated. I do music production and I keep up with the latest tech through magazines and sites so I collected the places to look for ads because it’s so important to know where we all are in advancements.
4. What were two digital campaigns that we discussed in class that you resonated with?
The two digital campaigns that resonated with me was Gut’s campaign for Popeyes chicken and Black and Abroad’s Go back to Africa campaign by FCB/Six. Firstly, I work at Chik Fil A so Gut’s ad had amazing impact on me as an employee of the competition and I never seen someone go that hard for a chicken sandwich. Second, I had to try both because the campaign had my community questioning and I became a source. The ad made me a dog in the fight. The go back to Africa ad resonates with me because it acknowledges the sentiments of people who have been told this is so many ways and it dares to say where you come from is great. I liked that. I want to go back to visit now.
What do you think about transparency in business?
Transparency in business allows people to better understand the company. And have the choice to choose whether to continue to buy products under this company.
What do you think about inclusivity in creating content and products?
The inclusivity of products can makes the audience range even larger. Expanding the audience range will allow more people to learn about this product through the advertisement.
Journaling:
What did you know about digital agencies before last weekâs class?
They act as an intermediary between the personal studio and the company. Help the studio to find a project, and help the company find a capable studio that can take over the project.
As a digital agency is it more important to be innovative or up on trends?
I think it should keep up with the trend. Many companies donât necessarily understand how digital agency works. Keeping up with the trend can make the companyâs agency better discover.
How do you keep on top of trends? What websites or podcasts do you listen to?
I donât actually keep up with the trend. I mostly rely on the outside news that my friends chat with me. I use Twitter and Instagram, but rarely
Bryan Pierre Louis
MTEC 3140
September 2nd, 2020
CITYTECH
What do you think about transparency in business?
I think that transparency is important for business, as it is great for business-ships. Transparency is crucial if you want the trust with your business partners, I think it isnât bad. maybe others will think or believe it is but I personally donât.
What do you think about inclusivity in creating content and products?
I think that when being inclusive you have to create content and products for everyone. This is pretty much the opposite for exclusive where you are only creating content for specific audiences and people who are watching. I believe that inclusivity is crucial in being a YouTuber or someone who entertains because you have to be for the people.
Journaling: Please answer the following questions from last weekâs class:
What did you know about digital agencies before last weekâs class?
I have never in my life heard of digital agencies, I didnât even know that Popeyes have agencies. I didnât even know that any of these big businesses have agencies.
As a digital agency is it more important to be innovative or up on trends?
It is important to do both. Following trends put you in the right place to make big coin, when you are out of date no one will watch and The company wonât ascend. I think being innovative is important but being up on trends are more important especially because the biggest audience is the younger group.
How do you keep on top of trends? What websites or podcasts do you listen to?
I keep on the top of trends by instagram. Oh how I love the shade room, they post everything thatâs going on from tic toc videos, new songs, new albums and drama with celebrities. I am getting old but the shade room keeps me young. Yahoo helps with political topics and Just things to be alert about. There are a selective few but usually the entertaining ones.
What were two digital campaigns that we discussed in class that you resonated with?
The Two digital campaigns that we discussed in class that resonated with me are Popeyes chicken sandwiches and NIKE. I love mike sneakers and that caught my attention and I didnât know Popeyes chicken sandwich was a digital campaign.
What do you think about transparency in business?
I believe transparency in business is really important. My reason behind my belief is largely because of the fact that many businesses are trying to be superficial and be fake about their support towards many of the movements and influence that is happening today. I believe a lot of larger companies who previously weren’t known for supporting and having an influence that pertains to the reform that they suddenly support now are just showing their support for said reforms in order to keep and/or attract a consumer base and keep their products selling and their revenue flowing. Therefore, I feel that if companies would show their support towards reform in whatever respectful matter it may be, they would be more trustworthy, honest, and legit. That is why I believe transparency is important in business.
What do you think about inclusivity in creating content and products?
I think that being inclusive in the products and content you create is unfair. I understand everyone has their own opinion and beliefs and I respect that, but when creating products and content for the general public, said products and content shouldn’t be tailored for a specific group of people ( for example the wealthy 1%) and to exclude the middle and lower class (specifically minority groups).
However, if product or content is being inclusive to push an agenda toward a specific target audience to get them to buy into social reform and social justice, I believe it is rightly justified.