How CRISP is killing one of the biggest issues in advertising
We kill common with sweat and soul
– it’s on our business cards.
It may be more heart than science, but we believe our creative soul comes from the diverse melting pot of humans and human experiences that come together within the four walls of CRISP. An agency that boasts a team that’s roughly 66 percent female, represents multiple foreign countries, and is fluent in languages from Afrikaans to Portuguese.
Why? Because your barista speaks two languages, a woman ran for president, and by 2050 there will be no ethnic majority in America – that’s why.
When it comes to the workplace, the business answer for why diversity makes sense is that it breeds better ideas and does more for your company’s bottom-line.
McKinsey&Company reported that businesses see an increase in ROI when there’s more diversity in an organization — a 35 percent increase for ethnically diverse companies and a 15 percent increase for gender-diverse ones. It’s a financial no brainer. (You hear that Uber?)
But another important outcome is that diversity creates a place where people from multiple walks of life can be their true selves, find peace, and thrive.
If you spend roughly 90,000 hours of your life at work (advertising agencies might be closer to 900,000), wouldn’t you want to feel welcome and understood?
This is likely the reason that last month 150 executives committed to fostering diversity and inclusion in the workplace. Companies like Procter & Gamble, New York Life, Accenture, Deloitte U.S., and the Boston Consulting Group are just a few of the sponsors behind the website ceoaction.com — an initiative to advance company diversity in the U.S.
But, people talk the talk all the time. Here at CRISP, we live it.
Unfortunately, other companies are lagging.
Silicon Valley has repeatedly made headlines for its lack of diversity, while Facebook published an article last summer acknowledging its efforts to become more diverse. Facebook said that, “appropriate representation… will depend upon more people having the opportunity to gain necessary skills through the public education system.” Later that day Kaya Thomas, a female, African-American computer science graduate from Dartmouth, penned an essay titled “Invisible Talent.” She said that “instead of looking to find (diverse) talent, (Facebook is) passing off the issue…”
There’s no shortage of diversity here or abroad, so the talent pool isn’t the problem. And while it may be awkward to step outside of your comfort zone, diversity is what drives innovation and profit.
Campaign recently asked several of its global editors to choose the best creative campaigns they’d seen over the past 12 months. The work selected “provides a compelling case as to why diversity continues to be the advertising industry’s greatest opportunity.” (You can view the chosen work here. Prepare to be inspired.)
Campaign’s project reveals what we already know to be true – that diverse cultures, voices, and experiences cultivate minds that lend themselves to more diverse and creative ideas. Diversity in the workplace, diversity in advertising, and diversity in creative souls that kill “common” matters.
Don’t have it and want to make sure your message resonates in an ever-changing marketplace? Or, do you recognize that the only thing better than a diverse company is the unity of two diverse companies? Holla!