diversity & inclusion - a primer on no urban dictates

©PPS, Inc. All rights reserved 2014

4A’s Webinar

Delivered by Professional Partnering Solutions

September 29, 2014

You Could Be Practicing Discrimination: A Primer on No Urban Dictates


MODULE 1 DEVELOPING THE FRAMEWORK

Section One: Defining Diversity

Section Two: Evolution of Diversity in Advertising and Media

Section Three: What Diversity Means in Today’s Marketplace?

Section Four: Multicultural Targeting and Buying Power

Section Five: Supplier Diversity and Responding to Client Requests

Section Six: Impact to Marketing and Media Agencies

MODULE 2 POLICY & COMPLIANCE

Section Seven: Addressing “No-Urban Dictates” Requests

Section Eight: Non-Discrimination Policy Review

Section Nine: Vendor Complaint Review Process

Section Ten: Building Vendor Relationships

MODULE 3 SUCCESSFUL INTEGRATION

Section Eleven: Training Review and Wrap-Up

Contact: Mark Prince [email protected] 512-588-0544

Diversity in Media – Full Training Program

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mailto:[email protected]


History and legacy of “no-urban”dictates in advertising

Factors behind the practice

Coded language used to justify a “no-urban” dictate

The economic impact upon minority targeted and owned outlets

Tools and tips to address “no-urban” dictates

Industry efforts to combat vendor discrimination

“No Urban” Dictates Training Objectives

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Urban in media describes radio station formats

Urban (All Genres), Urban AC,

Latin/Hispanic/Spanish,

Mexican/Tejano/Ranchera

Urban is also: Mindset

Attitude

Fashion

Music

Location


Addressing “No Urban Dictates” Requests

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No urban dictates are directives

from advertisers and/or their

agencies instructing them not to

include ethnic, urban or Spanish

language outlets in their media buys

More industry awareness has not

stopped the practice

A client request of this nature may

seem innocent but “No Urban

Dictates” are discriminatory


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Addressing “No Urban Dictates” Requests FCC Non-Discriminatory Action


Addressing “No Urban Dictates” Requests

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Minority Media Telecommunications Council

(MMTC) is a national, non-profit organization

and a leading advocate for minority

participation in the communications industry

Legal practice represents 80 national organizations in

proceedings before the FCC, federal court of appeals and

U.S. Supreme Court

They estimate $200 million in lost revenues on annual

basis for African-American and Hispanic targeted and

owned broadcasters


What Drives “No Urban

Dictates”

Stereotypes

Knowledge

Gaps

Assumptions

Fear

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“No Urban Dictates” Requests

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LOST IN TRANSLATION

Buyer: We’re out of budget

Vendor: We see spending in

general market

Buyer: We used this medium before

and it didn’t work

Vendor: So our audience does

not drive results

Buyer: There is no money

in your market

Vendor: Minorities can’t

afford your products

Buyer: We’re not looking for that

kind of audience

Vendor: You don’t target

minorities


Building Vendor Relationships

http://www.google.com/url?sa=i&rct=j&q=&source=images&cd=&cad=rja&docid=R6JDFEb6_XS-OM&tbnid=Ymep2nPE-UdAPM:&ved=0CAUQjRw&url=http://www.eyetalk.org/index-2.html&ei=11O8UYfXGofS9QS3nIGYBA&bvm=bv.47883778,d.eWU&psig=AFQjCNFU6wD65yWOv4NPUGBxLHn3nAg2bg&ust=1371383034951698

http://www.google.com/url?sa=i&rct=j&q=&source=images&cd=&cad=rja&docid=R6JDFEb6_XS-OM&tbnid=Ymep2nPE-UdAPM:&ved=0CAUQjRw&url=http://www.eyetalk.org/index-2.html&ei=11O8UYfXGofS9QS3nIGYBA&bvm=bv.47883778,d.eWU&psig=AFQjCNFU6wD65yWOv4NPUGBxLHn3nAg2bg&ust=1371383034951698


The Client Call

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Face-to-face meeting between client and buyer

Client is launching a high-end apparel item

Primary target area will in the Southeast

Listen for coded language

How would you have handled the situation?

What could the buyer have done differently?

Scenario Details

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“No combos or

urban formats”Enters…Rev. Jesse Jackson of Rainbow Push

**Source Target Market News (2009)

In 2009, BMW’s ad agency Palisades

Media Group asked radio stations in

Boston, Houston, Baltimore and

Washington, DC for proposed pricing for

BMW’s Mini Cooper ads. It issued a

condition:


Do not engage in the practice

– Give fair consideration to all vendors

Avoid making assumptions

– Personal experience and perceptions can improperly taint

views of an audience’s value

Challenge the request

– Engage your manager and have the internal or client

discussion

– Highlight the dangers of this practice

Escalate to upper management

– If you feel like the situation will endanger the agency and/or

client brand, sound the alarm

Document

– Keep all correspondence

Tips

Addressing “No Urban” Dictates

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Vendor Communication Flow

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ConsumersVendorsClient

Agency


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4A’s Non-Discrimination Policy

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A “no urban dictate” can be viewed as a

discriminatory practice

Missed opportunity for clients by being

too narrow in their targeted audience

Reputation hit to your agency and

potential loss of business

FCC requires that broadcasters to certify

that their advertising agreements do not

discriminate based on race or ethnicity in

order to have licenses renewed

Potential for special interest groups to

picket the agency and client as well as

boycotting the brand


Professional Partnering Solutions (PPS)

www.professionalps.com

Mark Prince, Partner, Vice President Media Services

[email protected]

512.588.0544

Calvin Fortenberry, Media Diversity Training Manager

[email protected]

917.512.4385

Contacts Us:

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http://www.professionalps.com/




Questions

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