Digitas Highlights From Blackweek 2024
The inaugural Blackweek was full of gems dropped, and Digitas experts were on the ground for all the highlights. Check out some of our favorite moments below from the global innovation conference committed to diverse ownership & equity in media, advertising, tech & entertainment.
Diverse Data Matters: DE&AI
Digitas' fearless leaders, Danisha Lomax (EVP, Head of Client Inclusivity & Impact) and Amy Lanzi (CEO), took the Impact Stage to discuss the importance of feeding culturally representative data into generative AI and machine learning systems to create greater relevance when targeting diverse audiences. Danisha reminded us not to discount highly specific and niche data inputs because while cultural insights may not always be quantifiable, they are always qualifiable. "While culturally sound and centered data may not always come in billions, and we need to be ok with that," she said.
Broken Promises
Activist Philonise Floyd and former Chief Diversity Officer for the Minnesota Timberwolves, Tru Pettigrew, discussed the state of diversity, equity, inclusion, and justice efforts since the murder of George Floyd in 2020. While the discussion revolved around all elements of social activism and social responsibility, our crucial takeaway as marketers was centered on the importance of building relationships. "You need to have a relationship [with the communities you're working with] in order to hold one another accountable," according to Philonise.
If Mad Men Were Black Women
Publicis' very own Lea Taylor (VP of DE&I at Razorfish) joined Blackweek co-founders Shannon Washington and Gabrielle Shirdan, alongside UniWorld's Chief Creative Officer Whitney Michel and VML Art Director Amira Martin, in a discussion on the perspective of Black women leaders in our industry. In assessing the "special sauce" Black women bring to the table in marketing, Gabrielle Shirdan spoke of inherent compassion. "We aren't just in it for ourselves; we feel an innate responsibility for [the amplification of] others," Gabrielle said. For those in leadership, Shannon reminded us that hiring diverse talent "is not just a casting decision" and is not merely about representation. It's about welcoming diverse perspectives and voices to the table.
Introducing Your New Mainstream AOR
Monique Nelson, Executive Chair and Acting CEO of UniWorld Group Inc. and co-founder of Blackweek, engaged in a thoughtful discussion on how agency owners should reflect the increasingly diverse consumers and culture we serve. The discussion covered the impact of diverse-owned agencies, why diverse-owned agencies are pigeonholed to "specialist" projects with smaller budgets, and why "multicultural" audiences are the new general audiences. On how to instill this culture within your agencies, Nelson emphasized the importance of aligning a brand's marketing goals with its business initiatives due to "culture's inherent tie to driving business growth." Nelson added, "CEOs and CMOs have to be aligned. Brand metrics and business metrics have to be the same."
Onyx is Digitas’ business resource group for Black employees and their allies.