Wednesday, November 11, 2015

Brands Need to Make Agency Diversity a Requirement

At the recent ANA conference, PepsiCo executive Brad Jakeman lamented that ad agencies are too homogenous and we need more diversity. In Mr. Jakeman's words, "Innovation and disruption does not come from homogeneous groups of people."

I completely agree. Given consumers' focus today on authenticity and relevance, brands that are undergoing agency reviews must look beyond the time-worn standard markers like years of experience in your vertical, experience of agency leads, and quality of the pitch. One criterion that should be on every brand marketer's or CMO's radar is agency diversity.

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