Sourcing, Developing and Retaining Multicultural Talent
Now in its 40th year, the Multicultural Advertising Intern Program (MAIP) maintains its mission of attracting and preparing college students of color to work in the advertising industry. In 2012, 103 qualified undergraduate and graduate MAIP students were selected from colleges and universities nationwide for 10-week paid internships at 70 agencies in 15 US cities. Partnering with our member agencies, the interns garnered over 400 hours of industry experience, including specialized workshop seminars in New York City, Chicago, and San Francisco.
To honor the 2012 MAIP interns, the 4A's hosted the second annual Face of Talent in August. Over 240 advertising professionals attended the full-day event, featuring Michael Sneed, Vice President of Global Corporate Affairs at Johnson & Johnson. Since their completion of MAIP, 66 percent of ready-to-hire graduates have accepted positions within the industry.
The MAIP Alumni Association launched the "Build Your Own Brand Series," which focuses on relevant topics to increase one's competitive advantage in the global workforce.
Community Investment for Future Talent: The 4A's Foundation
Launched in 1997 as part of Operation Success, the 4A's Foundation has administered over $2 million dollars in scholarships to multicultural college students on behalf of member agencies that seek to build a pipeline of talent. Since its inception, over 340 advertising professionals have benefited from the Foundation's resources.
The Foundation supports a variety of initiatives that attract young talent to the field of advertising including:
• The Operation Jumpstart Scholarship Fund (OJS) provided scholarships to 10 students from industry recognized portfolio schools. Operation Jumpstart Scholarships are funded by donations from 4A's member agencies that are matched by revenue from the 4A's annual O'Toole's Awards.
• The Bill Bernbach Diversity Scholarship Fund, established in 1998 by DDB Worldwide to provide financial assistance to creatively talented minority students seeking an education in copywriting and art direction at chosen 4A's participating portfolio schools, awarded three scholarships in 2012 to second-year students.
• In 2012, the Generation Next Fund, managed by the 4A's New York Council Board of Governors to help New York City high school and college students discover career opportunities in advertising, supported and partnered with the Harlem YMCA Black Achievers in Industry (bai), Prep for Prep, The Mayor's Fund, MAIP, Sponsorship Education Opportunity (SEO) and The High School for Innovation in Advertising (IAM).
Creating a Pipeline of Talent at the High School Level
The High School for Innovation in Advertising and Media (IAM), established in 2008 as the first public high school dedicated to teaching students skills needed to pursue careers in the advertising, design and media industry and supported by the 4A's, graduated its first class in June 2012 with 47 seniors. Of the 47, 35% received a New York State Industry Certification and scholarship to continue their studies in advertising related fields.
The Competitive Edge
The 4A's Diversity Steering Committee authored the diversity best practices publication, "The Competitive Edge: Diversity & Inclusion Fundamentals for Agency Leaders," to serve as a resource tool for the industry's collective diversity and inclusion efforts. The guide, launched during Transformation 2012, provides critical content on proven diversity and inclusion strategies, as well as information on established multicultural programs and organizations.
As it moved into its third year, the Competitive Edge Series programmed executive level sessions at two high profile industry events – 4A's Transformation and New York Advertising Week.
At Transformation 2012, executive leaders John Seifert, Chairman and CEO at Ogilvy North America, and Mary Baglivo, Chairman and CEO of Latin America and Multicultural at Saatchi & Saatchi, shared how their agencies leverage cross-cultural insights and partnerships establishing diversity and inclusion best practices. Highlights from the session here.
During the 2012 Advertising Week in New York, the 4A's hosted two presentations: "Our Culture, Our Business, and the Domino Effect" with Val DiFebo, CEO of Deutsch, Inc.'s NY office, and Scott Creighton, Global Vice President, Marketing Excellence Group at Johnson & Johnson, and "The Real Live Scandal," with Judy Smith, the real life inspiration behind the main character of ABC's hit series, "Scandal."