American Advertising Federation's Most Promising Multicultural Student Program
Earlier this year, the American Advertising Federation (AAF) tapped leading industry professionals to help select the 2024 Class of Most Promising Multicultural Students (MPMS). 50 selected students participated in a four-day immersion program held in New York City, February 4-9th. The program included workshops, professional development, recruiter’s expo and awards luncheon. Little Black Book published news about this announcement. Since then, Little Black Book has had a chance to catch up with AAF organisers to learn more about the MPMS program. We also had a chance to talk with Kennedy Studdard, this year’s Most Promising 'Rising Star,' along with a number of other members of this year’s 27th Class.
See below for highlights from Part I of these conversations.
LBB> What is the mission of the Most Promising Multicultural Student Program?
Candace D. Queen, SVP, AAF Mosaic Centre> The mission of the Most Promising Multicultural Student Program is to foster diversity and inclusion within the advertising and media industries. This program identifies, promotes, and assists the most talented and culturally diverse student leaders nationwide. The aim is to create a more representative professional landscape by integrating these bright minds into the industry, who hold an array of perspectives and creative ideas.
LBB> How does the program support the American Advertising Federation’s DE&I goals?
Candace> The program directly aligns with the American Advertising Federation’s commitment to DE&I by actively bridging the gap between the multicultural talent pool and the industry. By providing these students with national recognition, networking opportunities, and professional development, the program helps to dismantle barriers to entry for individuals from historically excluded communities. It encourages agencies and corporations to embrace diversity, not only as a social responsibility, but as an essential component of a thriving creative enterprise. This, in turn, supports the AAF’s broader DE&I objectives of creating a community within the advertising sector that reflects the diversity of the society we live in.
LBB> How are students selected?
Kylah Acloque, director, AAF Mosaic Centre> Students go through a rigorous application process where we evaluate their commitment to impact in their work to-date. This ranges from internship experiences, involvement in student competitions and proactive work they’ve initiated independently. We seek out students that are self-starters that just need an open door to help drive our industry upwards. Applicants are vetted by a council of judges from both the industry and academia, with a goal of identifying students who will bring action-based change to our field, coupled with their unique lens powered by their culture-rich backgrounds.
LBB> How many companies took part in this year’s event?
Erica Blake, manager, AAF Mosaic Centre> This year, over 20 companies took part in the week-long program and supported the MPMS Recruiter’s expo. Our valued partners worked to curate engaging and relevant programming to ensure the students were equipped. A big piece of this program serves as an opportunity to introduce students to elements of the industry that you would normally learn with on-the-job experience. In the Mosaic Centre, we understand these tools might not be addressed in a traditional curriculum. It’s another way we strive to ensure our students are well-equipped as they prepare to graduate and enter the industry. At the Recruiter’s Expo, students get fast-tracked into the interview process. They connect with recruiters ready to hire and complete interviews during the expo or after the completion of the week.
LBB> Why is it important to sustain this program?
Candace D. Queen> Sustaining the AAF's Multicultural Student Program is vital as it promotes the infusion of diverse perspectives which is crucial for innovation in advertising. While I feel like I’m preaching to the choir, it’s important to reinforce that a diverse workforce reflects a diverse consumer base, enabling the creation of campaigns that resonate with an audience that ultimately just wants to be seen and recognised in an authentic way. MPMS is a critical pipeline for discovering and nurturing talent from underrepresented groups, ensuring that the industry benefits from a full range of talent. We must maintain support for the students from these communities to avoid a decrease in diversity within an industry that is currently still struggling to retain diverse talent. Not supporting these programs could ignite a chain reaction that would mean the industry could face a stagnation of ideas, as it would be drawing from a less diverse pool of thoughts and experiences. This could also lead to less effective advertising campaigns and a potential disconnect with audiences from historically excluded communities who are increasingly becoming the majority in the US Sustaining MPMS means generating a competitive and more culturally sensitive industry, which creates broader positive social change as well.
Rising Star
The Most Promising Rising Star Award recognises alumni who have made notable contributions to the advertising industry within five-eight years of graduating from the Most Promising Multicultural Students program. Hear from Kennedy Studdard – director, MAIP Alumni Community and High School Programs, 4A’s Foundation.
Photo Credit: Akintayo Adewole of DRKRPixels
LBB> How has the MPMS program impacted your career and trajectory into the industry?
Kennedy> Programs like MPMS helped open the door to an industry and career path that I wasn't fully aware of. The level of intentional engagement that industry partners are able to have with stellar talent, and vice versa, is incredible, and so much more impactful than at larger scale career fair events. My first full-time job came by way of an MPMS agency partner who was recruiting at the 2017 career fair! So the trajectory to find opportunities that match your interests and values is there, for both students and agencies. It's also an opportunity to form connections with industry leaders that expand your network beyond that one week.
Seven years after I participated in the program, I'm still in touch with and able to support and work with people I'd met back then at the MPMS workshops, programming and agency visits. Some of those professionals also became dear friends and mentors to me along my career journey, which brings the entire experience full-circle – my coaches became colleagues and advocates, and I'm forever grateful for those that helped me reach the next professional level.
LBB> What was the highlight of your MPMS experience?
Kennedy> This one is hard to answer because there are so many good highlights and memories I have from MPMS 2017! Honestly the whole week felt like one incredible dream, but my top five highlights are...
1) My exposure to the industry through the workshops and the MPMS Career Fair, which quite literally changed my life and career path
2) Traveling to NYC, meeting the other program participants and gaining several lifelong friendships
3) The Broadway show that we got to attend at the end of the week, which literally had me dancing on my feet
4) The agency visits, specifically seeing a large cut out of Big Al (the mascot for the University of Alabama) at Wieden+Kennedy NY – still to this day I'm unsure of why that was there but it's one of the best pictures I enjoy seeing on my 2017 MPMS album!
5) All of the yummy restaurants and food I was able to have/try while in the city (which plays into my story and love of food today)
LBB> Why are sustaining programs like MPMS critical for our industry?
Kennedy> It's so important to continue supporting these programs and organisations that are offering collegiate scholars a chance to get their foot into the door. The students that go through these programs have the potential to be the future leaders of agencies and teams, are extremely innovative and can offer a fresh perspective to an organisation. Supporting multicultural students and programs is part of the reason why the needle continues to move forward in our industry. Without them, the change toward more representation and voices in the room/within advertising would be even less than what it is now. Giving these young leaders a chance to show up and excel at the opportunities and experiences presented to them will only pay off in a positive way.
LBB> What is your hope for this year’s class of inductees?
Kennedy> My hope for the MPMS Class of 2024 is that they continue to redefine how this industry looks, and seize the opportunity regardless of knowing how the outcome will play out. And that will lead them into roles and jobs that they can truly make an impact in, which will continue opening doors for others after them. I also hope that they get to move more authentically when coming into the industry despite the challenges this nation is currently facing. We all deserve to be ourselves, accepted and unbothered in who we are and how we show up.
In Part II, LBB sits down with several members of the 2024 Class of Most Promising Multicultural Students to learn more about why they have chosen a career in advertising and how the MPMS program has prepared them.
