Commercial Communications Council tackles inclusiveness and diversity with new policy tool

  • Advertising
  • July 3, 2018
  • Erin McKenzie
Commercial Communications Council tackles inclusiveness and diversity with new policy tool

The Commercial Communications Council hopes to promote greater diversity in the industry with the release of an Inclusiveness and Diversity Policy tool for member agencies to adopt.

The policy follows a survey of the industry conducted by the council which found there is a widespread understanding of the need for greater diversity in the industry. However, there is a clear gap when it comes to formal policies and programmes within agencies.

In response to these findings, the Comms Council Inclusiveness & Diversity Group set a goal that all member agencies have an Inclusiveness and Diversity Policy in place by the end of 2018.

To achieve that, the policy tool for agencies is designed to be tailored to the needs of each organisation. It includes a checklist of practical steps which an HR department or management team can take to ensure their organisation works towards inclusiveness and diversity.  

Further support for HR departments and managers will come from inclusiveness and diversity workshops to be held later in the year that the Inclusiveness & Diversity Group is running with Diversity Works New Zealand. The workshops will provide the tools needed to help create a fully inclusive and diverse workplace because the group acknowledges that having a policy and implementing it are two different things.

Inclusiveness & Diversity group chair Megan Clark says inclusiveness and diversity go hand in hand – one cannot exist without the other – and assisting agencies with a toolkit to effect change in providing an inclusive workplace is a practical yet important tool to help agencies on the journey. 

“We look forward to rolling out the next phase of education, awareness and talent pool development in the coming months.”

Comms Council CEO Paul Head adds advertising is an industry built on creating transformative ideas for businesses, so it is important to strive for diversity in thinking to keep on the forefront of innovation and creativity.

“The industry must be representative of the population its brands are looking to connect with or risk being less effective. This policy tool is a step in the right direction.”

Looking beyond the council and at the wider industry, the discussion around greater diversity is nothing new and many have voiced their thoughts on the impact it has on the work produced as well as how it can be improved.

Earlier this year, TRA's head of strategy Colleen Ryan explained the importance of diversity in the industry by pointing out research showing human beings cannot help unconsciously conveying gender bias when they communicate.

"When we create communication material we are creating meaning in deliberate and also in unintentional ways. We inadvertently use signs and signals – linguistic and visual – that convey messages coded into the communication," she said. 

"Consider then that maybe having a few more women in the creative departments might result in comms that attract better unconscious responses from women. Whether or not women consciously recognise advertising that is created by women for women, it seems that they may be unconsciously drawn more strongly to it and therefore identify with the brand it is representing."

Ryan added around one in 10 creative directors are female (as of March this year) and while the ration is higher across the whole creative team, it doesn't align with the estimates that say 75 percent of purchase decisions are either made or significantly influenced by women.

"This is not intended in any way to be a criticism of the creative brilliance of the men in the creative teams in advertising nor is it suggesting any lack of sensitivity on their part toward their audience, but none of us is immune to the unintentional covert meanings we create."

In NZ Marketing, Angela Barnett also took a look at one of the dangers of the codes used in advertising when examining looking at the lack of smart or funny female characters in ads.

But there are signs of progress in a few funny or clever ads with smart women in leadership roles behind them, including Rachel House’s [Hunt For The Wilderpeople] ‘True Rewarden’ for ASB, Flick Electric’s brand campaign, and New Zealand Police’s recruitment campaign ‘Freeze’.

The three ads had females in managerial or lead roles: Rachel House directed 'True Rewarden', brand manager Jessica Venning-Bryan was behind Flick’s campaigns, and Ogilvy & Mather’s group creative director on ‘Freeze’ was Lisa Fedyszyn.

However, not all are showing signs of progress. Another ad Barnett pointed out with a comedic female was not actually an ad, rather it was a Funny Girls spoof of a Holden ad featuring Rose Matafeo as a ute-driving farmer with a male voiceover questioning her role. When Holden was asked if it would ever make an ad like the Funny Girls clip, Ed Finn, general manager of corporate affairs, said the idea was “a bit niche".

"A woman driving is not niche; we’re not Saudi Arabia," said Barnett in response. "Or perhaps, to be fair, he meant the funny part. Showing funny females in ads is less than niche. It’s rare."

A checklist for a diverse and inclusive workplace (courtesy of Diversity Works)

· Have an Inclusion & Diversity (I&D) policy and socialise it

· Understand the diversity profile of your existing customers and supplier base, compare it to the environment in which you operate and assess the potential impact of change

· Conduct an internal diversity census, compare it to the environment in which you operate, and assess the potential impact of change

· Develop an I&D Strategy including business case, goals and action plans

· Benchmark, put in place KPIs and report on them

· Hold senior managers accountable for I&D measures

· Have a cross-function and cross-level I&D team in place to undertake priority initiatives

· Ensure managers are aware of related legislative requirements about discrimination

· Train managers and recruiters in key concepts such as unconscious bias

· Promote a culture of respect for and valuing of diversity

· Clarify and embed the concepts of equity and merit, practicing EEO throughout the employment cycle

· Promote flexible work practices and work life balance

· Undertake to pay fairly

· Ensure accessibility

· Celebrate cultural diversity

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

New World and Clemenger Group launch 'Enjoy Better'

  • Advertising
  • November 15, 2018
  • StopPress Team
New World and Clemenger Group launch 'Enjoy Better'

To ensure the new long-term brand platform for New World was a success, everybody in the company needed to chip in. The final product is a result of a collaboration between Foodstuffs, 99, ColensoBBDO, Fish and justONE.

Read more

Pip Elliott to leave MPA

  • Media
  • November 14, 2018
  • Caitlin Salter
Pip Elliott to leave MPA

Magazine Publishers Association executive director Pip Elliot has announced she will leave the position in December.

Read more

Radio, print, digital and out-of-home: NZME and Go Media announce sales partnership

  • Media
  • November 14, 2018
  • Erin McKenzie
Radio, print, digital and out-of-home: NZME and Go Media announce sales partnership

NZME and Go Media have entered a sales partnership that will see the out-of-home company’s media solutions be included in the media company's multi-platform offering.

Read more

Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

topics
Follow The Money
Follow The Money
Follow the money. It’s an axiom that journalists have believed in for years and a ...
Regional Rundown
Regional Rundown
StopPress takes a trip down the country to see who the audiences and agencies are ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...

Lush supports Transgender visibility with latest campaign

  • Advertising
  • November 13, 2018
  • Courtney Devereux
Lush supports Transgender visibility with latest campaign

Transgender rights are coming further into the spotlight as trans individuals speak out on the importance of recognition and support from their community. Now, progressive company Lush Cosmetics has announced its new Transgender Visibility campaign launching today.

Read more
Helping national brands get local: the Brand Machine story
Sponsored content

Helping national brands get local: the Brand Machine story

During his career in advertising, Andrew Mitchell saw first-hand how challenging it was for brands with multiple locations to produce quality local marketing across their network. So, he set about starting his own company to solve the problem. Five years on, Brand Machine’s Marketing Hub solution is automating local marketing for brands around the globe.

voices
Where to next? Local perspectives on the future of marketing
news

Where to next? Local perspectives on the future of marketing

Earlier this year, we asked industry insiders to share their thoughts on the challenges and changes facing marketing. Hear what they had to say and their solutions to some of the problems.

Ads of the Week: 13 November

  • TVC of the Week
  • November 13, 2018
  • StopPress Team
Ads of the Week: 13 November

A round of applause for ASB, White Ribbon and Tower Insurance.

Read more

ASB launches 'Clever Little Life Savers' campaign with St John via True

  • Advertising
  • November 12, 2018
  • StopPress Team
ASB launches 'Clever Little Life Savers' campaign with St John via True

ASB is celebrating the nearly half a million Kiwi kids who have been taught life-saving first aid skills through the ASB St John in Schools programme with a new campaign.

Read more
TVNZ-NZ Marketing Awards 2018 best marketing communication strategy winner: Whittaker's
news

TVNZ-NZ Marketing Awards 2018 best marketing communication strategy winner: Whittaker's

Whittaker’s raised the stakes with the Destinations product launch, featuring its now-familiar ambassador Nigella Lawson calling on multiple famous friends. We take a look at this year's best marketing communication strategy.

Stand up, speak out: White Ribbon launches online pledge to end violence

  • Advertising
  • November 12, 2018
  • StopPress Team
Stand up, speak out: White Ribbon launches online pledge to end violence

Most men aren't violent, but all it takes for bad things to happen is for good people to do nothing. This year, White Ribbon is asking men to 'stand up' and protect against violence by taking an online pledge and making a commitment to one of eight actions.

Read more

Movings/Shakings: 12 November

  • Movings/Shakings, brought to you by Marsden Inch
  • November 12, 2018
  • StopPress Team
Movings/Shakings: 12 November

Industry happenings at PHD, VMLY&R, I Want Orange, MediaWorks, BBR/Passion PR.

Read more

WWF assigns FCB NZ as its creative partner

  • Advertising
  • November 8, 2018
  • StopPress Team
WWF assigns FCB NZ as its creative partner

WWF has appointed FCB as its new creative partner – after years without a formal agency on the ground in New Zealand. FCB won the business following an informal pitch process and will provide the organisation with communication strategy and creative services.

Read more

Tower Insurance adds a human touch

  • Advertising
  • November 8, 2018
  • StopPress Team
Tower Insurance adds a human touch

Regardless of what life throws at them, Tower Insurance promises to help customers continue their daily routines with minimal fuss in its latest campaign.

Read more
Propel your brand ahead of the pack
Sponsored content

Propel your brand ahead of the pack

As the digital world becomes more pervasive in our everyday lives, advertisers require a consistent and transparent method of measurement to understand and evaluate the e ectiveness of ad campaigns across multiple platforms. Tony Boyte, a director at Nielsen, discusses how Nielsen Digital Ad Ratings can help bring advertising investment transparency to advertisers, agencies and publishers.

YouTube conducts nationwide survey to aid advertisers

  • Advertising
  • November 8, 2018
  • Caitlin Salter
YouTube conducts nationwide survey to aid advertisers

YouTube has conducted new audience research in New Zealand with the help of Ipsos and TNS. The team conducted 750 surveys and 15 in-home ethnographic interviews around the country, to better understand how and why people spend time on YouTube.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit