Support Black Owned Advertising Agencies - Why It Matters More Than Ever

There has also been a problem of equal representation in the advertising industry, with very few blacks working in the industry let alone heading any company. 

But it is important to note that by buying from black owned marketing agencies, there will be more unique voices in advertising agencies, which is a positive, to say the least. 

While society grapples with the issue of race, the advertising world has to ensure that it engages the services of the Hispanic firms and incorporate diverse writers to the creative departments.

The Call For More Diverse Advertising Executives

Advertising is an influential industry that has the potential to shape consumer behavior and social norms with the messages it relays, and it is crucial that the leaders behind these messages are diverse and representative of the population.

Although the general level of diversity in the workforce has trended upwards in the past couple of decades, leadership positions at the large advertising agencies still lie predominantly in the white spectrum. 

Lack of diversity at senior leadership paves way to overlooking out key dynamics and experiences while designing the ad campaigns particularly those that are multicultural. 

The result would mean that there would be more Black agency heads, and therefore, more Black creatives in the core areas of copywriters and art directors.

How Supporting Black Agencies Impacts The Industry

The role of supporting black agencies in the growth of the industry cannot be underestimated because it will create employment for young, talented and black people willing to work in the industry.

Black-owned boutique agencies will benefit from an increased marketing budget, which will compensate the talented but often overlooked managers and employees. 

This leads to more Black agencies being able to continue to expand their business and revenues over the years by reinvesting profits. And as these shops expand to take on larger clients and more complex campaign work, they are better able to recruit diverse employees themselves. 

Thus, the positive effects snowball over time and lead to the overall change of power and innovative decision-making in the favor of people of color in the marketing area.

The Business Case For Working With Black Agencies

The business case for working with Black agencies cannot be overemphasized and here are some of the reasons why; Black agencies have grown significantly over the past years and have proved to be a valuable asset to the business world.

Any brand that relies solely on the big conventional agencies is missing such opportunities to reach out to the multicultural niches. Consulting with Black agencies allows for the Black consumer’s point of view on how to create messages that really strike a chord. 

This involves specialized skills that enable brands to capture new markets and compete effectively in a market segment that is growing in diversity. 

Moreover, linking one’s brand to Black firms provides the company with a stance of socially responsible corporate and helps to dispel negative attitudes towards bias.

How Brands Can Support Black Agencies 

For the online marketing agency in London, favorable responses include large brands dedicating a specific percentage of their marketing budget to Black owned boutiques gives these small agencies an instant cash boost and the chance for a big break. 

Black agencies should also be referred new business opportunities by brands for campaigns that can be worked on in partnership to ensure that both shops are paid for the work done they should negotiate contract terms that ensure fair and timely payment to help minority agencies’ cash flow. 

They also need to explore prejudices when choosing agencies and promote diversification among their internal marketing staff as the starting point for change within brands’ own walls.

Conclusion

There is still a lot that needs to be done in the journey towards the equal representation of diverse groups as well as the promotion of equality of opportunity across the advertising ecosystem. 

Black owned agencies represent an opportunity for brands to create this change by hiring and investing into. While the externalities build up over the long-term, the initial change must start with reallocating more account funds to the target groups of small and oppressed enterprises, artists, and cultural workers.