4th October 2021
Provocation in the News
In our latest news we share insights on diverse media representation and storytelling, employee spotlights, and recent campaign work.
The State of Diverse Representation in Media and Entertainment
The World Economic Forum published its report on The State of Diverse Representation in Media and Entertainment, featuring insights from Mindshare’s Rachel Lowenstein, Director, Inclusive Innovation, on page 25. It also highlights Mindshare’s Inclusion PMP series on page 22.
Excerpt: “It is time to view diversity as a valued currency of creativity as opposed to a checkbox. The task force will start by shining a light on progress through the voice of the audience and will be driven by the adoption of leading practices and new cross-industry initiatives for content and creative production."
Agencies are Finally Dropping College Degree Requirements
Mindshare’s Richetta Teal, Executive Director, People, shared thoughts with Adweek on agencies dropping college degree requirements.
Excerpt: GroupM and Mindshare also removed the requirement of a four-year degree for many positions as a move to diversify and grow culture. “When we look at how we can bring the very best ideas to our clients and teams, having a diverse set of perspectives and people is critical,” said Richetta Teal, executive director of people at Mindshare.
New Work: ampm
As a part of Hispanic Heritage Month, ampm launched an initiative to celebrate National Horchata Day on September 24. Customers who visited stores on 9/24 could redeem an offer on their ampm app for a free cup of horchata. Mindshare led the integrated paid media campaign to drive awareness, including a month-long celebration on TikTok, Facebook, Instagram & Twitter; custom content from lifestyle influencers and esports players; digital audio & display on Pandora, Canela, Waze, MLB & The Trade Desk; radio; paid search; and a special night at Dodgers Stadium kicked off with an in-stadium video featuring legendary Dodgers’ announcer, Jaime Jarrin.
5 Minutes With Alexandra Vinci
In the most recent edition of our 5 Minutes With series, we hear from Mindshare’s Alexandra Vinci, Director, Shop+. She shares her experience from over the past year and, how she stays inspired.
Excerpt: “One word to describe the last year? Hard. I tried to think of something more pithy or more inspirational, but honestly – it’s been really hard. It’s a relative term, I know, and I have a lot to be grateful for, but it’s been hard. But they say pressure creates diamonds, right? I really do hope, for us all, that when we’re able to get on the other side of this, that there was a sliver of a silver lining. For me, I was able to spend time with my family and see my niece every day for a little over a year – definitely taught me the value of patience!"
We Didn't Start the Fire
Mindshare’s Rachel Lowenstein, Director, Inclusive Innovation, spoke on a panel at the Effie Leadership Summit and Awards Celebration, discussing intentional media and good growth.
This Week's POV
TikTok held its first public virtual event ‘TikTok World’ where it announced a range of new tools and options to attract more advertising dollars.
Read the details and implications.
In case you missed it
Adweek published a piece featuring thoughts from Gonzalo Del Fa, President of GroupM Multicultural, on how the company is prioritizing diversity-centered businesses.
WPP and Snap Inc. announced a new global partnership, the AR Lab, to help brands build and deliver immersive experiences for consumers using augmented reality.