Bourbon brands waking up to multicultural demographic | Edison features five languages in safety campaign | Gap touts diversity, inclusion in Pride campaign
May 23, 2019
Highlighting diversity and inclusion in the advertising and media industries
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Bourbon brands waking up to multicultural demographic
Bourbon marketing doesn't typically include black women, but Black Bourbon Society founder Samara Rivers is out to change that and brands are listening. "For our brands to be sustained in the future, we have to absolutely start with a multicultural lens," says Diageo's Ryan Robertson.
The New York Times (tiered subscription model) (5/20) 
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Why Hispanics Will Spend More In Their Lifetime
The average U.S. Hispanic household will spend ~$538,636 more than the average non-Hispanic White household over their lifetimes. With the rapid growth of Hispanic Americans, its critical corporations shift their investment priorities. Get this data and more in the newest research report.
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Brands and Campaigns
Edison features five languages in safety campaign
Edison features five languages in safety campaign
(Southern California Edison/YouTube)
Southern California Edison's new safety campaign from IW Alliance, made up of Dailey, IWGroup and GP Generate, features a fast-talking, computer-generated squirrel that warns people about the dangers of using gardening tools close to power lines or errant metallic balloons. The campaign is running across TV, out of home, social and digital, and features spots in five languages widely spoken in Southern California -- English, Spanish, Korean, Mandarin and Vietnamese.
The Drum (free registration) (5/17),  MediaPost Communications (5/16) 
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Gap touts diversity, inclusion in Pride campaign
Gap touts diversity, inclusion in Pride campaign
(Gap Inc.)
A new campaign from Gap called "Love All Ways" is one of the first from Chief Marketing Officer Alegra O'Hare, who aims to solidify the company's diversity values. "The Pride campaign is the kickoff to the new brand platform strategy and strategic direction targeting a new generation of consumers," she says, adding that Gap "will continue to keep inclusivity and diversity at the forefront of our communications."
Adweek (tiered subscription model) (5/21) 
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Insights from sparks & honey
"Game of Thrones'" powerful female leads still speak less frequently
Despite the fact that the last season of "Game of Thrones" begins with two female rulers of the realm, women only spoke 22% of the time while lines were being delivered--lending more screen time for Tyrion's lengthy mansplanations. In analyses of the show's representation of gender, men were also much more likely to use masculine-coded words like king, lord, man and men, where women were more likely to discuss other characters by name, husbands, faith, children and love.

While these are likely quick analyses of a popular show, it's worth noting that current academic research suggest that women get an average of 30% of the total speaking time in films--a number that sadly no season of "Game of Thrones" meets. At sparks & honey, we'd call this an example of our Element of Culture Quantified Life, or the ability to increasingly apply measurement to all aspects of our lives.

Craving more cultural commentary? Join sparks & honey's Daily Culture Briefing at their NYC office studio each weekday or on Facebook Live Tuesday through Thursday between 12-1 p.m. EST.
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Drive Customer Acquisition at Scale on TV
In the IAB's "250 Direct Brands to Watch in 2019," almost half of those brands using TV advertising rely on Tatari. The reason for this? We use data & analytics to buy and measure linear and streaming TV ads and tie it back to metrics that matter to marketers responsible for growth and acquisition. Learn more
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Marketing insights from SmartBrief
Survey Report: Landing Page Habits of Marketers
SmartBrief surveyed its marketing and advertising audiences to learn more about marketers' habits and attitudes towards digital lead generation. Find out what 150+ marketers had to say! Read the full report.
 
Conscientious Culture
Emerson CMO talks purpose in B2B marketing
Kathy Button Bell, chief marketing officer at Emerson, talks in this podcast about the importance of maintaining a positive company culture in both good times and bad, and how feedback from employees led to a website overhaul and a Values Initiative. She discusses the company's purposeful marketing, saying, "It's a promise to go forward" with messaging linked to "our five 'Noble Causes,' one for each of our businesses."
Ad Age (tiered subscription model) (5/22) 
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Education
Abalu: Replace "diversity" with "symphony"
Abalu: Replace "diversity" with "symphony"
(Pixabay)
Discussions about inclusion and diversity require different vocabulary, writes Pamela Abalu. She writes that the word "diversity" represents "a memory of what we've met" and should be replaced with "symphony," which describes "a vision of what we are building."
Fast Company online (5/21) 
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How is marketing changing in 2019?
Digital-first marketing strategies are obsolete. To succeed in 2019, marketers need to adopt a data-first mindset that takes in the entire customer journey. Learn how top brands are already doing so. Get the ebook.
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Leadership
Why brand purpose needs to come from the C-suite
It shouldn't be up to the marketer to determine and communicate a brand purpose, but it should rather be determined by the "highest levels of the corporation and stand above commercial considerations," writes Helen Edwards. Most marketers are "custodians of brands owned by corporations with a statement of vision or purpose somewhere in the archives," Edwards writes, while also noting they should ask "how it might serve as deep inspiration for their approach to innovating for, and engaging with, today's consumers."
Marketing Week (UK) (free content) (5/21) 
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Havas Creative's Barber finds inspiration in refugee camps
Havas Creative Group's Tracey Barber shares her experience of volunteering at refugee camps in Greece and how the talent, determination and entrepreneurial spirit shown by individuals despite their terrible circumstances should be an inspiration to tackle diversity once and for all. "There are pools of creativity and inspiration and ideas and difference in all sorts of places, which we are failing miserably to access," she writes.
Campaign US (free registration) (5/20) 
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Diverse thinking is a cornerstone of great management because it helps us gather new ideas, find our blind spots and problem-solve most efficiently.
Joel Garfinkle, writing at SmartBrief/Leadership
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