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<jo_muse> wow. More business for minority
owned agencies can be a result of diversity. But if a general
market firm is a great one and also diversifies it could be
bad for firms like mine.
<jo_muse>The point is, minority owned shops compete
with bigger, stonger general shops who also can diversify.
<jo_muse> I think great people should be able to find
work without regard to race or diversity. And the big shops
need people like you too. Pursure them when you graduate
<poetic3> What has been the worst strategy for targeting
minorities?
<jo_muse> About the worst I've seen is a lot of that
malt liquor stuff. The ads are whack and insulting
<jo_muse> Schlitz and Old E are campaigns that come
to mind
<moderator> A question from jdavis: Many African-Americans
are incensed that Burrell, Coleman, etc. have sold 49% to
larger firms. Do you think that, in time, the demise of these
firms is imminent?
<jo_muse> Yes. Right now there's a handful of black
firms that are independent. The reason they sell is money
and age. Even I need a retirement plan:)
<jo_muse> Soon the numbers will be smaller. The future
is in embrancing the consolidation of the biz
<jo_muse> Do yall keep in the know on holding companies
like Interpublic and WPP?
<ramona> What is the focal point for a firm when minoirites
have various beliefs with a similar product?
<jo_muse> Focus on consumer loyalty and lifesyle. It
will reveal special insights. Forget about them being minorities.
<jo_muse> As yall know, what a minority is is changing.
Soon people will not care about the old race label of black,
hispanic or asian instead they will focus on things like lifestyle
and culture. Look there
<jo_muse> Especially young people like you and your
sisters and brothers in high school. They are the the new
market advertisers are interested in.
<jabari_b> Why is cultural diversity so important in
advertising, and why do we focus on it so much?
<jo_muse> Because the big shops do an awful job in hiring
minorities. Only about 11% of their staffs are minorities.
<jo_muse> And about 8% of their executives. It's got
to get better, and people like me and others are working on
it.
<jabari_b> Why is the precentage so low for minorities?
<jo_muse>Intern problems, scholarships, chats like this
we want you to know its getting better
<jo_muse> I think it's because clients have not pressed
agenciees to hire people like us. And agencies follow their
clients.
<moderator> question from huntw: Which group of minorities
seem to be the hardest to reach when advertising?
<jo_muse> didn't flavors of asian. Especially the 1st
generation immigrant. Too many media choices
<jo_muse> that's didn;t flavors like chinese, japanese
and korean
<jo_muse> different
<moderator> question from sbradley: What is the percentage
of minorities that are hired for summer interns?
<jo_muse> Maybe about 10% nationwide. much higher in
places like LA, Chicago and NYC. There are special intern
programs for minorities in those cities.
<jo_muse> The AAAA have a good one. They have an office
in New York if you want more info.
<jo_muse> That's the American Association of Advertising
Agencies
<moderator> question from sbradley: What do you expect
the percentage of minorities to be in 5 years?
<jo_muse> Maybe about 20%
<jo_muse> if anyone is interested in careers in advertising
send me a resume at jo@musecordero.com. I'll pass it on.
<jo_muse> Also if you're interested in creative make
sure you let me know.
<moderator> Question from erin: Is the problem in getting
minorities interested in seeking out jobs in advertising or
in getting them hired? where should the energy be focused?
<jo_muse> Both. But the energy has to be to invite people,
all young people into our biz, its tough but lots of fun.
<jo_muse> People that stick it out can bgetin. It took
me about 5 years. Maybe 8. And I had a bs in advertising.
Still tough now.
<jo_muse> Don't give up.
<moderator> question from ramona: What things are being
done to get the internships, scholarships for your nontraditional
students?
<jo_muse> I don't know what a non trad student is ?
<moderator> ramona: A non-traditional student is not
your average 18-22, single. Majority of the time they are
over the age of 30 with families.
<jo_muse> Many are coming in thru strategy skills and
creative.
<jo_muse> Shouldn't make a difference. Especially if
they are dedicated and have good skills.
<tp25us> Why are there no Asian americans in the advertising
industry?
<jo_muse> Asians are on the rise. Maybe at least as
many as blacks and hispanics combined
<tp25us> what percent do you know?
<jo_muse> I know bunches of Asians in the biz. My staff
is about 30% Asian
<moderator> question from jdavis: I like your comments
about focusing on lifestyle and culture, instead of race,
in targeting. Schools are not teaching this, however. What
should the colleges be teaching?
<jo_muse> They should be teaching what culture is and
how culture is being influenced by people of color all over
the world.
<jo_muse> Everyone is a person of color in my book.
<jo_muse> their color is the way they hold culture and
personality and identity
<moderator> question from ramona: You stated it should
not make a difference, often times it does (for nontraditional
students). Is there an avenue where this type of student can
seek answers of assistance with achieving their goals?
<jo_muse> I say it doesn't make a difference. So you
don't need special consulting. Compete.
<jo_muse> An 80 year old copywriter doesn't care how
old she is.
<moderator> question from falan313: What seems to be
the future trend of the Asian ad market?
<jo_muse> The fact that so called Asians are not really
interested in being classified by race. Maybe culture and
lifestyle. Also Asian births are getting very blended, creating
interesting possibilities.
<jo_muse> Do yall know that some Asians think they are
blacks and some blacks identify with being Asian. It's called
culture swapping.
<jo_muse> Forget about race. Think about where people
live and the influence of culture on you if you lived in San
Fran. Or Taipan. Or Brazil.
<jo_muse> Or Dallas. Or Detroit.
<moderator> question from ednajr: Would you give some
examples of state of the art research being done by ad agencies
today? By your agency?
<jo_muse> Yall hip to the practice of account planning?
<jo_muse> It's like research just more creative.
<jo_muse> You call and talk to people more informally
and you concentrate on how creative people use the info to
create ideas.
<jo_muse> Some research concentrates on data and facts.
AP is about new ideas.
<jo_muse> We use AP often and its a lot more interesting.
<jo_muse> We also run a traditional research company.
So we still do basic research.
<jo_muse> if you like research be an account planner.
You'll make more money.
<poetic3> Do you receive complaints regarding your advertisements
being considered offensive? If so, how do you handle them?
<jo_muse> Not lately. You know something I don't.
<jo_muse> We have insulted everyone. Including me.
<poetic3> No. I'm just wondering if people think the
advertisements are stereotypical or do they accurately reflect
the target market.
<jo_muse> As I get a little older I seem to be mellowing
a little. I think insulting poeple can lead to great advertising.
Be bold.
<jo_muse> You know, I don't think reflecting the market
is what people want. They want to be awakened.
<jo_muse> Sometimes a bold idea can get noticed becuase
it seems insulting to people. Like the old Miller Beer ads.
<moderator> question from ednajr: Describe the "cultural"
composition of your agency personnel.
<jo_muse> About 25% asian. 20% black. 30% white. 25%
hispanics.
<moderator> question from huntw: Through your years
of experience, do you believe blacks' and whites' racial tension
to be increasing or decreasing?
<jo_muse> Way down. Now we just have to fix things in
the companies. I think blacks are struggling to reformulate
their agenda and perhaps the nations agenda.
<jo_muse> About culture. If I looked at culure I would
not give racial percentages. It's different. My numbers were
racial, understand.
<jo_muse> A Chinese from south central is not like a
Chinese from Shanghai.
<jo_muse> I met a chinese woman once who was blacker
than me.
<moderator> question from ednajr: How often is ad research
done on black college campuses? Seems like a great opportunity
for "cultural learning" exists there.
<jo_muse> Very little to my knowledge. I'd love to do
groups there. Where are you? Wanna help me?
<jo_muse> What about the black agenda stuff. Did you
see the Tavis Smiley deal this weekend on c- span?
<jo_muse> We need deep thinkers like yall. Love to do
a black agenda forum on a black campus. Anyone know of any?
<moderator> question from ednajr: What can we do to
get you to come to North Carolina A&T State University
(an HBCU in Greensboro) and talk with students about cultural
diversity issues in advertising?
<jo_muse> Do you have an advertising degree program?
I go to HBCU's all the time. I'm involved in the Honda Campus
All Star challenge, is it on you campus?
<jo_muse> Just invite me. And have it offficial.
<moderator> question from falan313: Is there any ad
that is very successful and done by minorities?
<jo_muse> The new stuff for the Ford Focus, done by
UniWorld in NYC. I think it's very good.
<jo_muse> What did you think of Spike Lee's Show Me
Something?
<moderator> question from huntw: What advertising do
you find harder to reach, Asian or Hispanic audience?
<jo_muse> Blacks speak english more fluently and watch
lots of tv and listen to radio,
<jo_muse> I'm not saying reaching asian is tough, just
the media choices are smaller and complicated.
<moderator> question from jdavis: re falan313's question:
There are a LOT of successful ads done by minorities. I find
it distressing that young people don't know this part of our
history. Does your agency make an effort to preserve or archive
its work? I know this is hard, because it "belongs"
to the client
<jo_muse> blacks also are sophisticated consumers.
<jo_muse> Well, I'm finishing a book on multicultural
marketing what will showcase our work,
<jo_muse> It's called the Shaman Chronicles. Book One.
The 7 senses of multicultural marketing.
<jo_muse> I'm self publishing for now. National launch
Sept 1.
<jo_muse> I think its the first of it kind.
<moderator> Thank you all for joing us. A full transcript
of this discussion will be posted. Join us Feb. 21 at 4p.m.
Eastern for a discussion on Gender Portrayals
Content Master, aef.com
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