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“White Men Continue to Dominate Advertising Agencies: a Study of the Super Bowl 2011 Ads,”

 a study issued by The Institute for Diversity and Ethics in Sport (TIDES) at the University of Central Florida. This is its second annual study on the racial and gender makeup of creative directors responsible for the advertising spots aired during the Super Bowl. The report has been compiled at the request of the Madison Avenue Project, a partnership between the National Association for the Advancement of Colored People (NAACP) and Mehri & Skalet, PLLC.

Once again, there was a lack of diversity represented in the creative directors of the game’s advertisements. While the creative directors makeup again reflected a vast underrepresentation of women and people of color, it also reflected an improvement from last year’s study. The number of advertisements featuring a person of color as creative director went from zero in 2010 to four (representing 7 percent) in 2011. The gender breakdown of creative directors remained the same from last year at 94 percent male, 6 percent female.

Dr. Richard Lapchick, director of TIDES and principal author of the study, said, “This year’s Super Bowl study continues to underline that there is so much room for improvement in the hiring of women and people of color as creative directors in Madison Avenue agencies. It is heartening to see that there has been an increase in the number of people of color who are creative directors in this year’s Super Bowl ads. However, there was no change in the number of women who are creative directors. These ads also show that having a woman or a person of color as the creative director does not guarantee that the content will be free of stereotypes and negative images. Nonetheless, the record shows that it is likely to be an improvement in the content in both racial and gender images if there is a woman or person of color in charge.”

Cyrus Mehri, founding partner of Mehri & Skalet, PLLC, said, “We applaud Dr. Lapchick and his graduate students. By keeping the spotlight on Madison Avenue’s Super Bowl ads, the industry has made a small step from zero black, Latino or Asian creative directors of Super Bowl ads to four in one year. While we are pleased that the industry has picked itself up from the ‘inexorable zero,’ the spotlight on the industry must continue so more progress can be achieved in the years ahead.”

Kim Keenan, general counsel for the NAACP, added, “Despite the overwhelming diversity of Super Bowl viewers, the advertising industry continues to turn a blind eye to both creative and on-camera diversity. The 2011 report illustrates the glacial pace of equal opportunity in advertising.”

The content of the ads represented another area that proved to be quite revealing. In addition to the continuing use of gratuitous sexual content, this year’s bundle of ads managed to depict some women in an antagonistic manner featuring a number of ads portraying men attempting to appease their overbearing girlfriends. There was also a lack of people of color featured as main characters in the advertisements. Of the 66 ads, only eight featured a person of color in the lead role. According to Nielsen demographic data, there were 12.5 million African-American viewers and 10 million Latino viewers of the 2011 Super Bowl, up from 11.2 million and 8.3 million, respectively, in 2010. Also, there were 51.2 million female viewers, up from 48.5 million female viewers in 2010.

In addition, the study flagged the five most offensive ads: Groupon’s “Tibet,” Teleflora’s “Faith Hill,” Sketchers’ “Kim Kardashian,” GoDaddy’s “Danica Patrick” and Pepsi’s “Can Thrower.”

The study was done by Dr. Richard Lapchick and a team of graduate students at the request of the Madison Avenue Project, an initiative of Mehri & Skalet, PLLC, and the NAACP. In 2009, the Madison Avenue Project uncovered a decades-long pattern of racial discrimination in New York City’s major advertising agencies.  

For more information, contact Kelvin Ang at 315-450-1420 or Kelvinangjy@knights.ucf.edu.

The Center for Excellence in Advertising  at Howard University's Making a Lateral Move Into Advertising (MLMA) Program IS NOW RECRUITING !!!    To apply for CEA's 2011 MLMA Program, please click the following link and upload your resume:   http://ceahoward.com/talentpool/lateral-movers.php    Make A Lateral Move Greetings! It's Recruiting Time for CEA's Making a Lateral Move into Advertising Summer Session!!! If you or someone you know is interested in making a transition into the advertising industry, click the link below today!!! Deadline for submissions is Wednesday, May18th.  http://ceahoward.com/talentpool/lateral-movers.php    For More Information Keep Reading... Are you a digital native with great skills in social media, content development and web analytics? Is business strategy your forte? Are you an innovative problem solver? Are you stimulated by out of the box challenges? Are you a natural researcher? Have others commented on your client relationship skills? Do you have a strong entrepreneurial spirit? If you can manage in a fluid, constantly changing, creative and demanding environment, then you might want to consider switching careers into the advertising industry.   The Center for Excellence in Advertising (CEA) at Howard University has partnered with the American Association of Advertising Agencies (4A's) to offer a certificate level program designed to train mid-level, non-advertising executives with at least seven years of experience in another industry on the concepts, strategies and business of working in an advertising agency.  It's called "Making a Lateral Move into Advertising (MLMA).    MLMA is an intensive professional development program that combines training, mentoring, coaching and hands-on campaign development under the guidance of accomplished advertising industry professionals and educators. We are seeking recruits to participate in this year's program and you are invited to apply by uploading your information on our website at: http://ceahoward.com/talentpool/lateral-movers.php   The program is designed to help diversify the advertising industry by providing successful mid-level non-advertising professionals with industry knowledge, networking skills and the tools needed to successfully make a transition into the advertising profession. The modules will include:   # 1 The Advertising Agency Business: How Agencies Work  ● Advertising Agency Careers # 2 How Advertising Agencies Get Clients: Changes in the Advertising Model ●How Agencies Make Money # 3 Understanding the Elements of a National Advertising Campaign ●Research and Account Planning ●Creative Messaging ●The Internet as a Key Marketing Tool # 4 Building Brands -Media Planning and Buying Public Relations ●The Digital Strategy of Bringing a Brand to Life Online # 5 Multi-Cultural:  African American/ Asian/ Hispanic/ LGBT Advertising  ●Targeting Various Niche Segments ●The Shifting U.S. Demographics # 6 Customer Experience and Engagement ●Events ●Developing an Integrated Marketing Communications (IMC) ●Strategy ●Customer Relationship Management(CRM) ●Ethics # 7 Digital Part 1: The Digital Basics - Marketing and Advertising in Analog vs. Digital ●Overview of Platforms  ●Applications ●E-CRM ●E-Commerce ●Digital Retail Kiosks ●Digital Billboards # 8 Digital Part 2: The Role of Technology in Digital Marketing ●How Programming Works ●Interaction Design ●Back-end and Front-end Activities ●Coding Language # 9 Digital Part 3: The Internet Society ●Social Media ●Mobile ●Gaming ●User Experience # 10 Digital Part 4 - What's Being Measured on the Digital Dashboard ●Analytics ●Customer Data Analysis ●Important Metrics ●Search Engine Optimization ●Search Engine Marketing   CEA's 2011 program will be 10 intensive weeks (two sessions per week) of advertising training starting June 11th.  The classes will meet from 9am to 5pm Saturdays and 6 to 9pm on Wednesdays.   During this rigorous executive level program,  participants will be exposed to lectures, presentations, homework assignments, extensive readings and case studies provided by academic and industry subject matter experts.  Participants will also have the opportunity to work on developing advertising campaigns and meet industry executives from the top agencies in New York who are in a position to potentially offer you a career in the advertising industry.    CEA's SUCCESS RATE CEA's 2010 MLMA Pilot Program introduced five (5) new minority non-advertising professionals to the advertising industry!  Participants' backgrounds ranged from bankers to music industry executives. Hiring organizations for our 2010 program included: Egami Consulting Group, R/GA, Standard and Poors and Vivaki.   WHO SHOULD APPLY Successful professionals with seven (7) or more years experience working outside of the advertising who have an interest in making a transition into the advertising industry are eligible to participate in this program.  Professionals should be creative and strategic thinkers, excellent collaborators, possess strong written and presentation skills. If this describes you, please submit your information now: http://ceahoward.com/talentpool/lateral-movers.php 2011 MLMA SPONSORS ARE THE FOLLOWING AGENCIES: Wieden + Kennedy, BBDO, Omnicom, R/GA, WPP, Ogilvy, IPG, JWT, CBS, Digitas, Deutsch, Gotham, Hill Holliday, Momentum, Saatchi and Vivaki APPLY TODAY - (DEADLINE WEDNESDAY, MAY 18, 2011) To apply for CEA's 2011 MLMA Program, please click the following link and upload your resume: http://ceahoward.com/talentpool/lateral-movers.php   ·      Once you have submitted your information, all eligible candidates will receive an application that should be submitted by the deadline indicated on the application. ·      If selected you will be invited for an in interview with agency professionals   FOR MORE INFORMATION CONTACT: Adrianne C. Smith - Executive Director:  acsmith@ceahoward.com Yla Eason - Director of Learning and Development:  yeason@ceahoward.com All the Best! Adrianne  C. Smith Executive Director Center for Excellence in Advertising  at Howard University   Make the Move Today: Click Here!!!

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