Inspiration Personified: Serena Brown

Wunderman Thompson are the inspiration experts. Because of this, we know that inspiration doesn’t come from any one place, but rather it should be drawn upon from a diverse and inclusive culture. 

This allows us to see things differently, to reject conventional thinking and to push the boundaries of creative bravery. The emergence of hybrid working environments has meant that finding opportunities for meaningful connections and a sense of belonging are more important to protect and nurture than ever before. 

In this new environment, it’s imperative for businesses to actively build a diverse, equitable and inclusive workplace where everyone feels welcome, valued, and heard. Our Business Employee Resource Groups are just one way we bring people together and provide a positive forum for development, education and idea exchange around a common interest. 

We now have 20 of these groups across the Wunderman Thompson network devoted to topics such as AAPI, Sustainability, Marginalised Ethnicities, Disability, Women and more. They’re a key component of what makes Wunderman Thompson inspiration experts, and ensure that their core values are reflected in every aspect of the company. 

In 2022 the company added Business to the existing ERG program, which creates more opportunities for the diverse voices of employees to directly impact their work. This is just one way we’re putting inclusive experiences at the heart of our business to help drive growth for our clients, and something we’re passionate about sharing to inspire the wider industry. By incorporating these groups, we take ownership and responsibility for creating culturally competent work that drives conversation to enrich our culture and wider society.

Here are thoughts from their members on what inspired their creation, and how they use them to inspire change from their corner of the world.

Name: Serena Brown

Title: Global Inclusion, Equity, and Diversity Specialist

City: San Francisco

Business + Employee Resource Group / Affinity: All!

Serena> My name is Serena Brown and I’m an IE&D specialist on our global team, working out of San Francisco! I’ve been with Wunderman Thompson for nearly two years and oversee our B+ERG program at a global level. I’ve had the pleasure of working with our amazing B+ERG leaders since I started with the company and have had the opportunity to shape and grow the program in multiple markets. I also manage our bespoke internal training program and external scholarships for women and non-binary creatives. 

Q> What made you crave more cultural inspiration at work?

Serena> Prior to joining Wunderman Thompson, I hadn’t yet found myself working in the world of IE&D. Craving cultural inspiration, connection, and being part of the creation of a caring workplace are some of the reasons I originally made the switch into this industry. I am passionate about uplifting the voices of those around me, both inside and outside the workplace, and I’ve found most of the opportunities to do so while working with our B+ERGs. I'm now constantly surrounded by stories that inspire me daily and offer invaluable insights. As a fully remote employee, I’m also always looking for ways to meet and connect with folks across the organisation and take inspiration from the varied walks of life we all come from.  

Q> What is the purpose of the B+ERG program at Wunderman Thompson? What is the change you are trying to achieve? 

Serena> The main purpose of our B+ERG program at Wunderman Thompson is to build culture and foster community. In an increasingly virtual and digital world, it’s important that we look for new ways to come together. Our B+ERGs provide, not only safe spaces for our employees, but also pockets of joy, sharing, and innovation. They play an integral part in both building culture and setting the tone for what we should celebrate and be aware of as a company. Furthermore, as leading players in the advertising industry, our work at Wunderman Thompson can have a huge impact on folks all around the world. The leaders and members of our B+ERGs also act as advisors and sounding boards for specific projects, ensuring that our work can reach our target audience in the most impactful way.

LBB> What’s been the best part about being involved with B+ERGs?

Serena> The best part about being involved with our B+ERGs is definitely the people – passionate individuals who take initiative and drive change. I’ve been lucky enough to work with a number of folks from all across the globe who have stepped up to lead these groups. Being able to listen to their ideas, advise on programs, and provide support is a large part of my role here at Wunderman Thompson and I love it! When travelling to different offices or cities, I’ve had the opportunity to meet some folks in person and it’s always a pleasure to spend time with individuals who feel strongly about enacting cultural change and sharing new ideas that uplift and celebrate their unique identities. 

LBB> How has the program inspired change, both within Wunderman Thompson and the wider industry? 

Serena> Though still in our foundational years as a program, I’ve seen a definite shift in the way employees of different affinities have started to come together. Our B+ERGs have helped enhance our spirit of celebration as a company, and I’ve seen firsthand the connection the groups have fostered. Within the industry as a whole, B+ERG or ERG programs have long been instrumental in building culture within the workplace. More than just affinity groups, they are unique spaces that can create tangible sea changes in business. For advertising in particular, the groups have a chance to use their voices to impact campaigns, projects, and creative work that will then make larger impacts on consumers and others out in the world. 

LBB> Why is community important to you and what makes a good workplace community?

Serena> Community is important to me because, like others, I am always seeking comfort among those who understand me. I’ve personally been able to find that at Wunderman Thompson within Family Style, our AAPI B+ERG. Though we only meet once a month, I feel as though I’ve been able to build friendships and relationships with people I never would have met otherwise, and I enjoy being able to express my thoughts, fears, and joys related to being a multicultural Asian American with people who understand and empathise. 

I believe that a good workplace community is born out of the desire to come together and support one another, spearheaded by those who seek to build a space they are happy to come back to, day in and day out. Though many B+ERGs, especially those related to specific identities, may have been born out of a need to come together after tragedy (for example the Stop Asian Hate movement in the US), they continue to exist due to the openness and effort of their members and leaders. 

LBB> What is your advice for other agencies who are looking to foster a sense of community among employees, and expand the work they are doing internally to effect change for their clients/the industry?

Serena> For agencies looking to foster a sense of community and enact meaningful change, my advice would be to start by listening. Truly understanding your employees, their needs, and their passions is crucial. Encourage the formation of affinity groups, or B+ERGs, as we have at Wunderman Thompson. These groups provide a vital space for connection, celebration, and innovation, helping to set the cultural tone of your organisation. Leaders can play a pivotal role in supporting these B+ERGs by actively engaging with them, showing interest, and attending their events. By connecting with people and showing a desire to learn more outside of the business and event aspect, leaders can build stronger relationships and demonstrate genuine support for the diverse voices within their organisation.

To those in the advertising industry: involve the leaders and members of your B+ERGs in your projects. Their unique perspectives can ensure your work resonates deeply with diverse audiences. It’s about harnessing the power of community to enrich our work environments and extending that impact to the wider industry. Together, we can drive real change.