How Advertising Can Face Up To Its Own Rooney Rule Problem

Let’s redefine how advertising works. Many people have tried to do that in the past, and many more are still trying. But we still need to give it a go. That’s because the current landscape is far from ideal. There’s a lot of people who see advertising as an industry that never quite makes good on its potential to become a haven for progessive and creative values. It’s easy to share in that frustration – but there’s still space for optimism. 

This Black History Month has provided the perfect moment to begin looking at the future of advertising as an opportunity to have folks reinvite us into their spaces. Let’s look at the current landscape: it’s fragmented, and it’s disorganised. It seems that there’s an awakening happening in advertising, and there’s a whole load of people trying to find their way. 

And it’s still a beautiful time to be a part of this exhilarating industry of ideas. But there’s work to do, across all facets. The traditional agency model which has set the tone for advertising over the course of decades is blatantly losing its grip. There’s new energy and new blood coming through, whether that’s from more diverse hires, the Gen Z kids coming up, or simply new ideas. With all of those shifting factors in mind, we have arrived at the perfect moment to implement some dynamic change and rebuild our foundation so that it’s purpose-built for an exciting new world. 

Rather than a simple block of four weeks, Black History Month is invariably a moment which reminds us why every day is about Black History - because it’s American history. To take the moment to commemorate what happened in the past is important. And it’s equally important to think about Black future at the same time. If you don’t do that, what’s the point of remembering history? To know where you’re going, you need to know where you came from. 

We need to take this time to reflect on lessons learned. Understanding who the fighters were. Who was on the right side of history? And crucially, who wasn’t. 

I’ve been thinking about Brian Flores recently, and how what’s happening to him reflects on the advertising world, too. Flores is the former Miami Dolphins head coach who is suing the NFL for racial discrimination in its hiring process. He alleges he was interviewed for the head coaching role with the Giants, not out of genuine recruitment but as a sham to comply with the Rooney Rule – which means at least one minority candidate is considered for each role. 

Are there similarities between what has happened to Flores, and advertising’s pitching process? I’d guess that, regrettably, there are. A similar dynamic often exists. Sometimes, you’re putting your treatment forward and thinking you’ve got a real shot – but it can be a waste of your time if they’ve already selected the person they want! Then it comes down to the fact that the only reason a pitch is happening is because of a quota. 

It’s time to rethink these systems which encourage tokenism and disappointment. Giving a ‘platform’ to Black voices is meaningless if it's not genuine. Too many brilliant Black creative people have gone from being ignored to being patronised. Is that really what passes for ‘progress’? 

There’s every reason to believe that this will change. Where there is a will, there is a way. It’s clear from countless conversations I’ve had with inspiring leaders within this industry that there is undoubtedly a will - we just need to settle on the way. 

Let’s start by growing diversity on the inside. The process has definitely begun, but there isn’t yet the training infrastructure required to meaningfully elevate Black talent. Let’s make it a long-term goal to train young people how to write, how to produce, how to direct, and how to edit. How to be a creative. It’s not only the right thing to do, it will also spark deeper relationships with brands and move the needle on training the next generation after us. 

Many brands have been making huge strides having felt the responsibility and weight of history on their shoulders. I do think it’s the CMOs at the big brands who have the best opportunity to make a difference – because they’re the ones funding the work. I’ve seen brands starting initiatives and putting money behind projects to support Black creatives. That’s been amazing, and it should be encouraged. We should hope to see it increase tenfold in the coming months and years. 

Keep up and make progress. I love that phrase so much, I named my studio after it - KUAMP. Ultimately, that’s what it’s all about. Making progress.