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Lucky Generals 'Uncomfortable Conversations' Questions Agency Research Against Experience

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Episode three of the podcast analyses the damaging impact this has on our ability to connect with diverse communities   

Lucky Generals 'Uncomfortable Conversations' Questions Agency Research Against Experience

The latest episode of Lucky Generals’ Uncomfortable Conversations podcast is now live, and this time looks at whether we are making enough efforts to ensure that the people we’re talking to as part of our initial research and planning are actually representative of a proper cross-section of society. 

You can listen to it on Apple Podcasts here

Or find it on Buzzsporut and other pod providers here  

Created in conjunction with BITE, the episode asks questions such as “how can we make sure that our default isn’t always white nuclear families in Milton Keynes?” and “how can we ensure agencies don't downplay what they find in favour of their own experience/gut instinct?”.  

Every month Uncomfortable Conversations invites individuals from the communities most affected to draw on their vast experience and knowledge to give everyone in the industry a tool kit for making our work more inclusive. 

Episode 3 looks at where do we get our insights from? 

Key take-outs include: 

  • Be proactive about seeking out diverse audiences for your research. A quick Google search or 10 minutes with a couple of colleagues from diverse communities is not enough. 

  • Reject our own base assumptions and ask the right question about the audience you are talking to in the first place.

  • Separate your research from ideas empathy and replace them with true insight 

  • Get out more, and dont let the spreadsheets do the work. 


Guests this episode are: 

Steven Lacey, founder, The Outsiders: An ex planner and cultural researcher with over 20 years experience, Steven is an expert in researching culture, diversity and communications and has worked on the development of a number of award-winning campaigns including Bodyform’s Blood Normal campaign, Womb Stories and Pain Gap as well as Mars Malteser’s disability advert which was Mars best-performing advert in terms of sales for 20 years. Steven is disabled, near divergent and from a working-class background. 

Rich Miles, CEO + founder of The Diversity Standards Collective: The DSC is a business that connects agencies and brands to diverse people across the globe. Rich himself a former Creative Director, also specialises in advising on LGBTQIA+ creative, is part of the organisation OUTvertising, and created an app called ‘The right Pronoun’ the world’s first gender pronoun converter tool.

Arif Miah, co-founder and creative strategy director at Mud Orange, working with lifestyle and tech brands while providing a strategic specialism in Muslim audiences.

Alongside his creative strategy, Arif has written numerous national reports on the British Muslim population - including 'The Great British Ramadan' and 'Modest Fashion: The Industry's Best kept Secret', and the 'm.economy series', helping brands better understand and engage with the burgeoning Muslim consumer.

The series is designed to be an educational and challenging tool for people in advertising and marketing who want to learn about intersectionality, how it affects the industry, their role within it, the work they make, and ultimately, how they can become positive forces for change.  

Founded by Lucky Generals strategy director Rachel Hamburger and account director Katie Hooper, and produced by Wildstorm PR, the podcast gives a platform to members of the amazing minority communities within advertising and marketing who are leading the charge to diversify the industry and bring it into the 21st Century, but who are, sadly, so regularly underrepresented. 

Episode 1 launched at BITE Live in November and looked at the problems of who actually works within the creative industries and produced workable suggestions on how brands and agencies can move from talking about the problem, to actually trying to fix it. It featured  Asad Dhunna, Founder of The Unmistakables, Yolanta Boti, Creative atOgilvy UK and part of Ogilvy Roots, and Leila Siddiqi, Associate Director Diversity at IPA. 

Episode 2 ‘Is what we’re selling part of the problem?” and “how do we make sure that progressive comms aren’t a hollow vessel for regressive products?” and featured guests Davina Rajoopillai, co-founder and executive producer at BADLANDS and Ugla Stefanía Kristjönudóttir Jónsdóttir, columnist at Metro and Co-director of My Genderation CIC. 

You can hear it here.

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Lucky Generals, Thu, 17 Jun 2021 13:44:24 GMT