Why FCB Canada and IPG Mediabrands Sponsored a Competition to Support Black Youth
It’s no secret that historically, advertising has not been the most diverse industry. It tends to be white-washed, traditionally, it’s very male-led, and minority groups of all kinds aren’t necessarily as represented as they ought to be.
However, it’s for this reason that many agencies, brands and companies are looking to change the status quo. And, one of the best ways to do this is by starting at a youth level - something that FCB Canada, IPG Mediabrands Canada and The&Partnership did when sponsoring ‘The Verdict’, a case competition for Black youth in Toronto to solve real business and marketing challenges (checking Canadian auto industry bias, raising awareness of Sobeys’ commitment to child and youth mental health, and recruit associates who share the core values of The Home Depot) over a six-week period.
Hosted by IMDOINGIT, an initiative to bridge the gap that exists in DE&I by enabling Black youth to excel via provided programming and mentorship, the event saw over 50 participants vie for a $10,000 grand prize - all while being instructed by some of the best creatives in the industry via ‘mentorMatch’.
To learn more about how this came to life, LBB’s Josh Neufeldt sat down with FCB Canada financial analyst and DE&I lead Czarina Campo, strategy director Stephanie Gyles, senior insights manager Karlene Antoine, and IPG Mediabrands Canada CEO, UM and DE&I community working group lead Shelley Smit for a chat.
LBB> Notably, one initiative doesn’t create a practice. Historically, how have FCB and IPG Mediabrands worked together to bridge the gap that exists within DE&I?
Czarina> A commitment to DE&I is one of our core values at FCB. Our strategy is built on our people, our culture, and the work that we do. With that in mind, we aim to promote a structural, sustainable, long-term change rooted in intentional inclusion. Not only do we strive to continually work towards a culture of caring and learning, but also a culture of doing, where we demonstrate our dedication to DE&I efforts beyond our agency.
Partnering up with IMDOINGIT is a commitment to take action to disrupt bias and make sure that we extend the work we do to the communities around us as well.
Shelley> Partnerships like this play an important role in our DE&I strategy as we continue to build an inclusive culture for our employees and positively impact the communities in which we live and work. Our strategy is built on three key pillars – ‘People’, ‘Work’, and ‘Community’ – with working groups to support and drive change within the organisation.
Specifically, our DE&I ‘Community’ pillar aims to elevate and lead broader industry solutions, building partnerships with organisations and community groups like IMDOINGIT that align with our values. Our goal is to empower new BIPOC talent by providing opportunities to engage with and enter the industry.
LBB> With that in mind, please share more about your partnership with IMDOINGIT. How did this come to pass, and how did you get involved as a sponsor of The Verdict?
Czarina> A previous FCB employee, Tosin Adeniyi, started the ‘All Things Ad’ programme, and it was an easy yes for us to get involved and support an employee initiative to help ensure that the hiring pool for the Canadian ad industry becomes more diverse, inclusive, and equitable.
FCB then became an active partner of IMDOINGIT programs by providing mentors to Black youth, with a group of FCB Canada employees signing up for ‘mentorMatch’. Now, as one of the sponsors of The Verdict, it’s been wonderful to see the growth of IMDOINGIT throughout the past few years.
Shelley> IPG Mediabrands initially connected with IMDOINGIT in 2020 when I reached out to the organisation after reading an article. Our partnership began in 2022 when we hosted All Things Ad TO, an immersive learning experience that exposed Black youth to advertising as a potential career path, in collaboration with FCB Canada.
Based on the success of the event and our experience with the team, we wanted to continue our partnership with IMDOINGIT. When we were presented with the opportunity to be part of The Verdict, we were absolutely on board to participate.
LBB> Tell us more about mentorMatch and how it tied in to The Verdict. What was this like, and do you have any anecdotes from the experience?
Karlene> I wasn’t sure what to expect when I signed up to be a mentor, but it was a very rewarding experience. I set up my profile on the IMDOINGIT website and received two requests soon after. The mentees I matched with displayed a commendable level of positivity and eagerness to learn about my personal and professional experiences in the ad industry, and I was happy to share whatever tips I could with them!
As our mentoring relationship continued, I became a sounding board for my mentees, providing support and guidance as they prepared for The Verdict challenge. It was empowering to witness their progress as they gained first-hand experience building a project from the ground up.
Moving forward, I intend to keep in touch with my mentees and provide any support wherever needed. I’m also enthusiastic about the prospect of sharing insights with future mentees.
LBB> Building on this, did you have a hand in the judging process? And if so, what can you tell us about the winning work?
Stephanie> Participating in the judging process was a truly enriching experience. The winning work impressed us all with its potent mix of strategic insight, innovative thinking, and poignant storytelling. It was marketing with soul - an authentic voice that painted vivid narratives. What was particularly striking was seeing the unique perspectives brought by young Black marketers; their work reflecting a deep and nuanced understanding of diverse audiences.
LBB> What did the opportunity to be involved in this mean to you?
Stephanie> To me, this opportunity held a profound significance beyond simply judging a competition. It was about witnessing the burgeoning talent of young Black marketers, their resilience, and creativity. This competition provides an invaluable platform for these individuals, helping them gain experience and forge essential industry connections. It's initiatives like these that fuel diversity in our industry, bringing in fresh, culturally-rich perspectives that can reshape the marketing landscape. I was not just inspired, but reminded of the boundless possibilities which come from opening doors and uplifting voices that have been historically underrepresented.
Shelley> We are passionate about attracting more Black talent to our industry, and we hope that The Verdict participants will reach out to explore opportunities within the industry, and more specifically, within our network of brands.
LBB> Going forward, will we see a continued IPG Mediabrands partnership with IMDOINGIT? And beyond this, what can we expect from the company with regards to encouraging future DE&I in Canada and beyond?
Shelley> We certainly hope so! As it stands, we are currently in discussions with IMDOINGIT about what our partnership could look like in the coming years.
Regarding DE&I in Canada, since 2021, IPG Mediabrands has participated in TDSB’s ‘Black Student Summer Leadership Program’ (BSSLP). The program introduces Black students to various career paths and provides mentorship, experiential learning, and leadership opportunities while building transferable skills to support their future education.
Last summer, twelve students joined us to be immersed in all-things-media for seven weeks. They learned about media and our brands by attending network and agency townhalls, taking foundational training courses, and working towards their Google Marketing Fundamentals Certification. They also met with our media partners to gain a deeper understanding of digital platforms, and participated in our community initiatives. As part of the mentorship component, leaders across the network hosted sessions to speak about their path to success and answer questions from the students.
