Adland is white, straight and hopelessly out of touch | Mumbrella360 video
In this session from the Mumbrella360 conference, Direction First’s Matt Jorgenson and Pamela Wong look at the evidence for and against the assumption that adland is white, straight and hopelessly out of touch.
Addressing a room full of ad industry staff at Mumbrella360, Matt Jorgenson, strategic director at research firm Direction First says: “Most of us in this room are living in a bubble”.
The sessions goes on to reveal that while only 3% of Sydney’s advertising workforce live in the western suburbs, 78% of the general population live in those areas.
“The first thing you should do is get out from behind your desk and immerse yourself in your consumer. Go out into the western suburbs and see what it is like in those areas,” says Jorgenson.
“Get off the tourist trail and see what Australia really looks like out of the inner-city comfort zones.”
I am glad we are starting s conversion about this, from my personal experience in the industry as an African-Australian.
I quickly learnt they were fundamental disconnects within the ad industry in Australia vs other markets I worked in.
Love the Ad industry, Happy to talk about my experiences on on different platform.
Regards,
Butho
Having attending Brandcast this week, I’d change that to ‘white, MALE and straight’. I got such a shock walking into the Horden!