BBDO NY Diversity Campaign Booklet by Rachelle Dejean

D I V E R S I T Y

C A M P A I G N

2 0 1 2

CONTENTS OBJECTIVES

RESEARCH ANALYSIS

TARGET DEFINITION

MEDIA PLAN

BUDGET

CREATIVE PLAN

ALTERNATIVE MEDIA

- Phil Harlow, Xerox’s Chief Diversity Officer (Whitelaw, 2011)

MARKETING

To bring in a more diverse group of talent into entry level positions in order to raise BBDO New York’s minority statistics by 10% by the end of this upcoming year. • After the year closes, a projection can be made for what BBDO would like to continue retain in the following years.

& MEDIA

DIVERSIT8 BBDO, diversitate [dy·vers·i·tate] verb. 1. to renew an establishment by introducing fresh-minded, unique talent who are fearless, focused, and capable of inspiring the world.

To raise the awareness of BBDO NY’s Diversity efforts and their committment to current and potential employess by 15%. • BBDO NY has a negative reputation in the advertising community.

RESEARCH ANALYSIS

STRENGTHS BBDO New York is a strong agency with a competitive advantage over many of the advertising agencies worldwide. They have a distinct and valued brand name as the agency was ranked the top agency in 2011 and have received many awards in their rich 121-year-old history as a company. In terms of location, New York City is an attractive, prosperous, and highly sought after destination for many businesses and potential recruits. The agency sits under the umbrella of their powerhouse parent company OMNICOM, creating even more brand value

OBJECTIVES

Founded in 1891, BBDO is one of the most successful companies under the Omnicom Network. The current CEO of the New York headquarters, John Osborn, continues to lead the industry by producing award winning creative and helping clients to improve their profitability. Some of their trends include notorious television commercials for clients like Pepsi-Cola and Frito Lay. Over a decade ago, the company also entered the interactive industry with @tmosphere, a shop focused merging traditional efforts with internet advertising. BBDO NY stays up-to-date with the latest trends to produce work for their clients (Lauro, 1999).

& WEAKNESSES

and distinction in the advertising and communications field. Their reputation is backed up by their strong customer base and clients that include renowned market leaders such as Fedex, GE, M&Ms, and Snickers to name a few. To cap off an already strong resume as an agency, BBDO New York garnished this Glassdoor BBDO Intern Review, “Great people, they’re friendly and nice. As an intern, they gave me some good advice and I got some good connections out of the time I spent there.”

Although BBDO triumphs through external recognition and enormity, this also works as a disadvantage to their company. An agency with 289 offices in 80 countries is too large to keep intimate. The New York office alone has 10,001+ employees. With such large numbers, employees are bound to get lost in the shuffle of the fastpaced agency life. Lacking opportunity to interact with other departments or other employee grounds their ability to personalize their experience beyond their individual sector. A BBDO Junior Project Manager was quoted saying the agency is “Great

for getting experience, but far too draining on the long term”. Another issue BBDO’s fantastic cliental brings is the over-working of employees. Surveyed employees claimed to be expected to work substantial overtime hours while, in some cases, lacking respectful treatment. This also resulted in employees claiming to have limited room for career growth. Overall, the biggest weakness of BBDO is the internal dissatisfaction of the employees. Their discomfort with the agency further affects the success of the agency.

BBDO DIVERSITY COUNCIL MEMBER:

Since we’re asking so much about you, we want you to know a little bit about us!

RESEARCH

AJ MULFORD ALEXANDER AJ MULFORD

years oldclover I canSenior, make a21 three-leaf Nationality: with my tongue. I setHaitian the Bradley Volleyball Career Dig record I can a three-leaf during my finalmake season this fall. I clover withamy tongue. set politcally the Bradley am also clone, or toI be Volleyball Careertwin.” Dig record correct, an “identical during my final season this fall. I am also a clone, or to be politcally correct, an “identical twin.”

Senior, 22 years old Nationality: Sicilian

Senior, 22 bear yearsnamed old I have a teddy Sicilian Ludacris.Nationality: I am the Imelda Marcos of gym shoes (I own about 22 I have a teddy bear pairs of gym shoes currently).named My Ludacris. the Imelda Marcos Jeep’s name isI am Jerome. I eat one of gym shoes (I own about food at a time from my plate and22 I gym shoes currently). My neverpairs mix of them. Jeep’s name is Jerome. I eat one food at a time from my plate and I never mix them.

MARTYNA MARTYNA

Senior, 21 years old Nationality: Haitian

DWORSKI DWORSKI

Senior, 21 years old Nationality: Polish

Senior, 21 media years old I have a social Polishinterrupt addiction,Nationality: but that doesn’t

my passion for traveling. I have have a social media been on Ian airplane over fifty-two addiction, thatheadgear doesn’t interrupt times. I used tobut wear in my passion for traveling. I have the 5th grade. been on an airplane over fifty-two times. I used to wear headgear in the 5th grade.

DEHLER MULFORD

Senior, 23 years old Nationality: Navajo

NOELLE NOELLE

RACHELLE RACHELLE

In order to ensure that our campaign will be as effective as possible in promoting diversity, we conducted primary research. As a group we felt that we could not truly understand the improvements needed to bring in more diverse talent and retain employees unless we gathered research first hand. This meant reaching out to BBDO employeess directly. BBDO NY has won numerous awards in the past for their diversity achievements, so we found ourselves questioning why the headquarters wanted to reach out to Bradley University students for an entirely new diversity campaign. A Survey Monkey (the link can be found at the bottom of document pictured to the right) was sent out to the Diversity Council members who represent all departments in the company so 2M3D could aquire research.

DEJEAN

MACALUSO

23 years old As aSenior, perfectionist, I am Navajo involved Nationality: in a love/hate relationship with golf. I’ve watched Good As aatperfectionist, I am Will Hunting least 100 times. involved in a love/hate If I weren’t pursuing a careerrelationship in with golf. I’ve watched advertising I would be a ski Good bum. Will Hunting at least 100 times. If I weren’t pursuing a career in Now that we have all been formally introduced, let’s get started! We do advertising I would be a ski bum.

DEHLER

Senior, 21 years old Nationality: German, Polish

21 nose yearswith old my I canSenior, touch my German, Polish tongue. INationality: hold the 3-point record at my high school. I have gotten I canintouch mywith nose with my a gutter ball bowling tongue. I hold the 3-point record bumpers. Yes, it’s possible. at my high school. I have gotten a gutter ball in bowling with bumpers. Yes, it’s possible.

not want to take up much more of your time.

Follow the link below to begin the survey. We ask that you be as thorough and descriptive as possible! 2M3D, our that we have will all been formally introduced, let’s getwe started! We do notsowant to take uptomuch more your time. CreativeNow Solutions group, analyze and compile all the data have gathered we can work create the of best

2M3D, Follow ourpossible, Creative group, compiled and analyzed the data achieve weand gathered inestablished order to create the best campaign forSolutions you! We already some bright ideas toall help a more diverse the link below to begin thehave survey. We ask that you be asBBDO thorough descriptive as possible! 2M3D, our campaign possible. Bringing bright ideas to the table, 2M3D wants to work with BBDO to establish their new diversity initiative campaign. company culture, but with your insight we hope to go above and beyond expectations. Creative Solutions group, will analyze and compile all the data we have gathered so we can work to create the best campaign possible, for you! We already have some bright ideas to help BBDO achieve a more established diverse company culture, but with your insight we hope to go above and beyond expectations.

ClickLink: here: http://www.surveymonkey.com/s/C9N9GVZ Survey

Click here: http://www.surveymonkey.com/s/C9N9GVZ

RESEARCH HIGHLIGHTS ? ? Our first question related to the breakdown of management percentages for BBDO in 2006:

10%

Minorities in management including the following groups: Hispanic, Non-Hispanic, African American, Asian)

51%

of management positions are held by women

WHY 2006? NYC Commission on Human Rights found “fault with the diversity-hiring practices at many of the big ad agencies in New York” in 2006. BBDO NY was one of them (Bush, 2011). What this means: There needs to be more diversity in BBDO management. Women are well represented while other minorities are not. This could be contributing to the overall sense that an employee can work up the ranks with the organization and could potentially explain why employee retention has been an issue.

BBDO has “strong outreach programs designed to educate and encourage young people in high schools and college to join the communications industry,” Can you describe these more?

RESEARCH

PRIMARY

DEJEAN

DENISE DENISE

BBDO DIVERSITY COUNCIL MEMBER: Since we’re asking so much about you,MACALUSO we want you to know a little bit about us!

• Student visits to the agency involving panel discussions, agency tours and shadowing. • Roughly thirty-eight events each year • BBDO also responds positively to unsolicited requests from schools and volunteer administrators • The HR and the Diversity Council take the lead during these programs, but they also involve other agency employees What this means: This shows how BBDO is investing their time in potential advertising professionals. They are exposing younger generations to the advertising industry in an educational way. It helps to show students that anything is possible and that your race or ethnicity has no bearing in how successful you can become. This is a great way for BBDO to show potential future employees that the company is inclusive and promotes diversity.

Our secondary research of BBDO has found that the company was, “unable to retain diverse talent from the time they are hired at the junior level into their full careers.” What programs have you implemented to overcome this? • Numerous events of diverse interests that include everyone • Events result in minority retention exceeding that for nonminority employees. What this means: BBDO is willing to adapt to the needs of their employees. They received feedback that the workplace wasn’t diverse enough and they took steps to change it and responded accordingly. This also shows that their efforts are having a significant mpact since their minority retention is exceeding that for non-minority employees.

With this table we were looking to compare BBDO’s statistics with total employement. Advertising industries are not the only ones looking to increase minorities in higher level positions (Whitelaw, 2011).

change 5

OPPORTUNITIES & THREATS For the recruitment process, there are many new opportunities that BBDO New York could utilize in order to create a better line of communication to its recruits. Social media is a crucial tool in a world that is beginning to rely more and more on the connections it can form. The agency only has 9,000 fans on Facebook and 24,000 followers on Twitter. This leaves room for improvement to the number of overall fans that would create buzz and recognition. Another opportunity would be to host events for lesser known schools about the possibilities of being an employee of BBDO. This includes hosting workshops so they can gain exposure to a

different crop of people that may not have heard of them that are from smaller schools versus large regional universities. Lastly, more opportunities lie ahead for BBDO NY to make the company seem more personal even though it is large in size. This could entail having current employees highlighted on the website with mini profiles about themselves and the advertising campaigns they have worked on. This will promote to any recruits the excitement for future success working with the company.

A large threat to BBDO is competition. Countless agencies are competing for the same big name clients. This includes similar large, international agencies like Ogilvy and Mather and Grey Group, which are also headquartered in New York City. The rise and popularity of social media has left a great deal of room for advertising growth. However, if digital isn’t used correctly, it can threaten the advertising industry. This is because it is an easy way for companies to promote themselves and gain exposure without having to advertise with an agency.

Another possible threat to BBDO’s is working with controversial clients. They openly display their work with PETA, which may be a turnoff to potential employees or clients that share opposing views. Another general threat would be the economy as it is currently. Companies aren’t focusing as much of their energy and resources on advertising. As a result, this can possibly lead to a drop in business and less opportunities for long term employment.

“Insight rather than in sight” 6

CONSUMER ANALYSIS Doug Alligood, Senior VP at BBDO NY, defines diversity as “all-inclusive.” This broad term left us with a wide target when looking to analyze the consumer. In our quest for diversity, we do not want to limit the demographics of our market. However, we would like to to target minorities while focusing on college seniors. They attend schools that embrace diversity and have creative majors in Communications, Art, and Marketing. They are not afraid to work hard, and value any work experience they have acquired, whether it was a minimum-wage retail job, a career-related internship or a combination of the two. The psychographics of our target set them apart from the rest. To use the VALS Framework in this case, we want the innovators, the people that influence others to try new products and are great marketing targets with high influence

in word of mouth marketing. Along with being innovators, they are creative, open-minded, driven, and enthusiastic. BBDO needs employees who are excited and will go the extra mile. They are enthusiastic about the opportunity to meet and collaborate with people from different backgrounds. Potential employees are interested in any opportunities that allow them to stand out in the application process even though their resume is one of thousands. They are drawn to unique application opportunities, such as a social media outlet or a networking event. They feel confident about their experience, but want to find ways to increase their chances. The students we are targeting will grasp at the opportunity that this campaign will provide them.

Among the countless awards received, BBDO appears in Ad Age Advertising Century “Top 100 Advertising campaigns” five times (Garfield). An established company brand such as this has so much to offer an individual that wants to be a part of a booming, innovative industry. And there are 288 other offices that are a part of the Omnicom group to further connect you to the Advertising world. BBDO’s company philosophy boasts “the work the work the work,” and it certainly never goes unnoticed. In addition to the “work,” BBDO NY employees and teams have won many awards for successfully achieving diversity tactics (“AAF: Diversity achievement,” 2012). So, whether it is an entry level position or a senior-level position, there is significant worth in being a part of The Gunn Report’s “Most Awarded Agency Network in the World” from the years 2005 to 2010. As BBDO NY is under the umbrella of Omnicom, it would be invaluable to be a part of any of these offices. But specific to BBDO NY, it is one of the three global advertising brands in Omnicom out of the top ten.

On another note, the success of a company should not only be measured by the power of its results. It can also be evaluated by its corporate culture and willingness to improve. From online reviews we learned that “you will learn something new every day” in the offices working with “quality clients and exciting projects.” However, we also gathered that interaction between different departments is lacking (“BBDO reviews,” 2012). With this Diversity Campaign project, it is evident that BBDO executives are looking for change—to solve the diversity problems they have faced in the past—in a way they have never seen before. This is what consumers need from a company. One that is constantly searching for the next best thing to unite the ingenious minds behind their ingenious work. And that is exactly what a recent college grad or returning employee can expect from BBDO NY.

PRODUCT ANALYSIS

RAZORFISH

Headquartered in New York and employing more than 2,300 people worldwide, the company has already made its mark with some impressive clients such as Kellogg, Delta, and Disney. Their financials for the year also show their success boasting double-digit revenue growth and a 21% jump in headcount. They are known for being digital specialists in the advertising field and it is showing to become more important as each year passes.

Boastering their best year so far, Mcgarry Bowen posted a 60% revenue growth. They also have a large staff on hand and the numbers are rising, the staff is up 45% (now employing roughly 800 people). Headquartered in New York, they have key accounts such as United Continental, Burger King, Reebok, Sears, and Bud Light to name some of the most notable.

SUNNY

72andSunny is known throughout the advertising industry as being risk takers. Headquarted in Los Angeles, California the company employs only 150 people. That doesn’t stop them from having an impact all around the world though. They believe that the most valuable thing you can do in marketing is get your clients into a cultural conversation. They do this, and they do it very well.

DROGA5

BOWEN

6 ALMA

BBDO brings something that few of these agencies have and that is tradition. Founded in 1891 and employing over 15,000 people, they continue to prove themselves each year. Noteworthy accounts they currently have are ExxonMobil, Foot Locker, Mars, and Arby’s. Their revenue continues to increase showing a 15% in 2011 alone. One thing BBDO has proven to the industry is their ability to generate a dramatic increase in sales from ads and that is something that makes them well-known.

72AND

Most companies have very strict budget guidelines when it comes to advertising. This makes the industry extremely competitive because it leaves all the top companies in the industry to fight for each and every dollar that they earn. The most recent results are in with the ‘The Agency A-List’ in the January 23rd, 2012 issue of the esteemed industry leading magazine Advertising Age, showing who leads the industry and what they offer their clients. Some competitors are known for their digital abilities, while others know how to draw in certain cultures. BBDO will have to differentiate themselves in several ways in order to maintain on top.

MCGARRY

COMPETITIVE ANALYSIS 1 2

This is much smaller firm that still packs quite the punch. They employ roughly 120 people and are headquartered in New York. Some new and notable clients are Amstel Light, Prudential, Kraft, and Puma. They are always being noticed by the industry with the avant-garde type thinking and being creative.

Employing 111 people and headquartered in Miami, FL, Alma has shown to be another strong competitor within its field. Some key new business clients are PepsiCo, PNC, and Tropicana. This company brings a cultural flair that few other companies have since it is considered to be a mainly Hispanic agency within the US. This has allowed its clientel to reach a specific demographic and the results of a few campaigns prove that this company can have a cultural impact. With a strong financial showing in 2011, Alma’s digital revenue soared up 300% and overall revenue grew by 10%.

MARKET ANALYSIS Despite the economic downturn in the U.S., advertising is still the primary source of revenue for most media, and therefore less affected by the recession as other businesses. Nevertheless, advertising revenues are sensitive to economic downturns, which cause the industries and companies that advertise to reduce both the frequency of campaigns and the overall level of spending on advertising. With an expected increase in the number of television and radio stations, and a sharp increase in the amount of digital advertising, such as the Internet and wireless devices, there will be a need for more personnel to create, and oversee new and innovative advertising programs. According to the U.S. Bureau of Labor Statistics, advertising positions will see little or no change in employment through 2018, producing a competitive market for jobs. Advertising as an industry is expected to grow over the 2008 through 2018 period (“Occupational outlook handbook,” 1999).

As more advertising agencies seek to expand their hiring methods, diversity in the workplace is becoming a public concern faced by all. Overcoming bias regarding other cultural groups is something that many individuals and entities struggle with, both on a conscious and unconscious level. Not traditionally known for diverse hiring practices, advertising as a whole has recently come under fire, as guidelines including equal opportunity employment have become a foundation for businesses and human resources. Public opinion has caused many agencies to diversify their hiring practices in order to attract a more racially diverse pool of potential employees. The cause for concern has been how companies can generate hiring strategies that show a commitment to diversity, but also retain the right employees with the talent to keep their businesses competitive year in and year out. Several agencies have implemented workshops to improve and promote racial diversity, with the hopes that this training will develop new ways of communicating and interacting with others in a positive way. Others have created specific committees to promote diversity in the workplace.

Industry Notes Changes in technology will create new and more efficient ways for advertisers to reach customers, which will increase the need for advertising personnel on all levels. Growth should be particularly high in online advertising sales, in cable television, and for consolidated media firms. Yet, at the same time, industries employing large shares of advertising in newspaper, periodical, and directory publishing industries, have suffered significant declines in recent years. As a result there will be a decline in print, compared to the sharp rise in digital. However, because of the constant transfers or retirements, there will continue to be openings each year.

COMPANY ANALYSIS

to reinforce or change behavior–and lead to financial reward for our clients. The only work that matters to us is work that changes behavior,” (“BBDO Agency Profile”). Corporate Culture: BBDO’s corporate culture has transformed over the years. It carries the traditional aspect since they have been around as an established advertising industry leader. In recent years, however, BBDO has tried to shed that traditional sterile image and become a younger more diverse agency. There has been a recent push to become an all- inclusive company where everyone feels welcome. But there is one aspect of their corporate culture that hasn’t changed and that is the emphasis on effort. Each and every day they stress to their employees how important ‘The work’ is to the financial success of their clients and, in turn, BBDO.

How has the economy effected BBDO? When discussing the economy in recent years, it is impossible to avoid talking about the recession. This economic recession has hit every facet of the business world, including the marketing and advertising industries. “When times are lean businesses often cut their marketing budgets. Marketers in order to combat this are moving from traditional advertising to online marketing,” (Meiners, 2008). This trend of cutting advertising and marketing budgets has had a definite impact on BBDO and how their clients are willing to invest their money. Companies are now being more stringent than ever and requiring the most out of each and every advertising dollar. BBDO noticed this and has adapted to the online marketing and advertising trend. “Successful companies do not abandon their marketing strategies in a recession; they adapt them,” (Meiners, 2008).

Social, cultural, or political conditions detrimental to the future of the company: A major issue that may become detrimental to BBDO if it isn’t addressed and fixed could be their lack of diversity. We aren’t just talking about specifics such as race, gender, or ethnicity. It refers more too all the employees feeling welcome and included. Exclusivity and a lack of diversity has been an issue in the past for BBDO and they are desperately trying to shed that negative image. This image has in turn led to current employees not necessarily feeling that BBDO is an organization they can grow with. This has ultimately resulted in a costly retention issue for BBDO because employees aren’t staying around. One way that BBDO is addressing this is problem is the creation of the BBDO Diversity Council.

DEMOGRAPHICS

Minority college students, ages 20 to 27 years old Education: College seniors, recent graduates from schools from with strong communication programs, and graduate students

PSYCHOGRAPHICS Young, creative minds that are eager to work and eager to learn.These students value the celebration of diversity and have been raised to embrace it. The members of this quirky group also represent a broad spectrum of cultures and live life headstrong.

TARGET UNIVERSITIES CRITERIA *4 Year Institutions *Have Advertising Major *Contain Over 50% Minorities Art Center College of Design – CA California State University: East Bay – CA California State University: Fresno – CA California State University: Fullerton – CA Baruch College – NY City University of New York – NY La Sierra University – CA San Jose State University – CA St. John’s University – NY St. Joseph’s College – NY Syracuse – NY University of Bridgeport – CT University of Houston – TX University of Texas at Austin – TX University of Texas at Arlington – TX University of Texas at El Paso – TX University of the District of Columbia – DC

unique

TARGET

BBDO NY prides itself on being a top competitor in the advertising industry. They have proven themselves time and time again since their inception in 1891. The company has made changes to adapt to the shifts in online communications. “BBDO recognizes that the fast-changing shifts in the media landscape …that is why BBDO has invested in staying at the forefront of innovation through the establishment of a proprietary in-house digital education and strategic intelligence practice called The Digital Lab. We don’t just think and breathe digital; we dream in digital.” Mission: “To create and deliver the world’s most compelling commercial content.” Their central theme lies in their corporate philosophy, “the work, the work, the work.” The emphasis placed on effort delivers a quality of work that is innovative, creative, and unachievable by many. “The work is what we do every day

TARGET DEFINITION

Although we are spelling out a specific target, we want to still maintain an all-inclusive environment. Collegeboard.com provided us with lists of schools with highly diverse populations and fall within our target. By reaching out to these schools specifically, we will be targeting a racially and ethnically diverse group of people without singling out any specific race or ethnicity. As part of our communication task, we plan to contact University Department chairs from these schools so they can relay the message of our campaign to potential participants.

ERF THE P

IT ECT F

MEDIA PLAN STRATEGY BUDGET Our overall media strategy is to target college students from all over the United States. We can use the list of schools that fall within our target definition (p. 11) as a reference. In order to reach this broad target we have decided to utilize a mix of digital and print media. 2M3D’s overall media strategy is to target college students in the United States. In order to reach this broad target we have decided to utilize the Internet in order to strategically track a precise demographic.

PLAN PAREMETERS

Vehicle Vehicle Ad Age Digital

HTML E-‐mail Newsletter

$29,574

Premium Run of Site

$16,200

Sponsorship

$29,400

“Creativity Top 5” Video

Facebook Ad Age Print Promotional Material

Budget $88,174

$13,000

$79,000 $29,750 $26,970

Budget % 39% 35% 13% 12%

Collaboratively, 2M3D believes the media mix will reach our target frequently enough to generate and maintain awareness of The Advertising Experience. Advertising will launch beginning September, after the company launch party, and end in February after The Advertising Experience event, peaking in December and January right before registration opens for the Twitter campaign.

MEDIA PLAN

Taylor’s family is in the lower-middle class, but has lived comfortably with stable income from both parents. When she was ten years old, her father found stable employment in Rochester, New York and this became her new home. Growing up, Taylor explored several opportunities academically, athletically, and culturally. From a young age she was very interested and talented with art—a few finger paintings turned into detailed sketches and those sketches became radiant paintings. Her father put her in as many activities as she could handle from dancing to sports, wherein she shined as a point guard in high school. Her skills in basketball drew scouts eyes from around the region, but she ultimately decided to focus on academics at St. John’s University in New York City. Here she majored in journalism and had ambitions to work as a host at a major network television station. After her freshman year she realized she wanted to incorporate more of her artistic sense into her career, and thus she decided to change her major to advertising with a minor in graphic design. Taylor’s daily activities mirror the typical college student’s with weekly classes, a focus on studies, and time spent with friends enjoying several hobbies. These hobbies include: listening to music and attending concerts of her favorite artists, watching movies, practicing photography whenever she gets the chance, eating out at new urban restaurants and cafes, as well as trying to perfect and experiment with some of her family’s Filipino recipes. She is a very independent and selfmotivated individual, as well as enthusiastic and driven to perform at her very best in whatever she does. She is a perfectionist, but also humble, open-minded, and friendly to all walks of life.

YOU

Chinese-Filipino American, 22 years old Hometown: San Francisco, California Nationality: Chinese-Filipino father, Caucasian mother Loves kareoke, art, and bowtie noodles

TAYLOR CHAN

tells us why writing a plan is necessary •To encourage clear and logical thinking •To demonstrate a management approach to adding by relating media copy and art to marketing facts and goals •It will offer a factual basis for advertising direction, execution performance, and appropriation •It is a complete guide for everyone working on the account as well as a ready source of info for new personnel joining the client or BBDO (Parente, 2006)

20-‐27 USA Female/Male Non-‐White

This specific Facebook budget would be based off CPC because we are more interested in driving conversions to our landing page rather than raising general awareness. Bidding CPC costs will begin in early September, after the BBDO official launch party, and steadily increase into the peak of the campaign. The more we increase our daily spend, the more our ads show up to the target. Estimated bids are available on the chart below. Daily Spend Bid $170 $200 $500 $1,000 $700

Days of the Month September (30) October (31) November (30) December (31) January (31) OVERALL SPEND

TOTAL SPEND $5,100 $6,200 $15,000 $31,000 $21,700 $79,000

Demographic #2 ‘Premium’ Universities (chosen according to diversity percentage) 20-‐27 USA Female/Male Communication/Business Majors

MEDIA PLAN

Demographic #1 College/University Students

BUDGET B R E A$$ KDOWN $

Facebook will be the primary focus of our digital campaign because of its thorough demographic segmentation. The Facebook ads will directly lead the students onto the landing page of the campaign. The targeted demographic would be categorized as follows:

While Facebook is a major focus, we want to support it with twelve ads dispersed intermittently through the popular industry magazine, Advertising Age. The magazine is frequented most often by industry professionals and eager students, so this would be a good method to reach the students that are serious about starting their advertising careers. Although our target is more specific than the reach of the magazine, it will increase word of mouth to others beyond our target. Building awareness of BBDO NY’s newest Diversity campaign with positive buzz marketing can help us achieve our communications objective. Both digital and print rates were considered so we can efficiently spread the word about this event. Looking at the rate card that Ad Age provides, it is evident that the costs will add up quickly; however, this is a great outlet to reach our targets. The advertisement included in the magazine will be used to spark interest about the event and will start up the Monday after the launch party (August 24, 2012) which is spelled out in the Creative Plan section. To complement the ads in Advertising Age, we also plan on creating posters that can be sent to campuses and posted on campus bulletin boards to get the word out even more. We intend to send out these posters (p.28) to seventeen of the schools that fall into the List of Top Campus Ethnic Diversity schools with advertising majors (provided by collegeboard.com) but martyna had USnews.com. The body copy in the advertisements and posters will be synonymous to ensure that viewers can make a connection between all of ads we are utilizing in our campaign. First and foremost, we will reach out to the Head of Department Chairs at each school with an email message introducing the Diversity Campaign (p. 30) and have them forward information onto their students. By notifying department chairs at our highly diverse target colleges, we are hopeful that they will pass on the message to students at their school. We believe this e-mail/word

of mouth strategy will be very effective because it is free and is directly targeting the group we want. In addition to the print and promotional items, we are rounding out our media strategy by creating free publicity from press releases that will be sent to leading media outlets (p. 31). The first press release will be about our launch party in August, followed by a second at the end of December. The second will note the start of the Twitter campaign, and the third and final press release will be released mid-February detailing our event. Considering our target market is college seniors, we decided to utilize media outlets that cater to their age group and are free. Another important aspect in our media strategy is to raise awareness and gain positive public publicity about the campaign through media outlets and others like the AAF organization. A viral video would be a great tool to achieve this. The intent is for it to promote our event, celebrate diversity, and lead viewers to the campaign (p.30).

*2M3D has allocated media spend for Q1-Q3 (July 2012-March 2013) only. The 4th Quarter of the year does not have any media spend and therefore will not be part of the media budget.

CREATIVE PLAN

The communication tasks we would like to implement on our campaign in order to achieve our marketing objective (raising diversity in entry level positions by 10%). We also can help retain diverse talent in BBDO’s current employee base with first part of our campaign, which begins with a company launch party. So, our campaign is titled “DIVERSIT8 BBDO.”

THE LAUNCH PARTY

DIVERSIT8 BBDO “2 WEEKS 8 TWEETS”

“Your chance to be heard and compete for 1 of 50 spots at BBDO NY Advertising Experience.” A landing page (p. 27) will be linked to on BBDO NY’s website to a registration page, which will be linked to Twitter. Starting January 8th, participants have fourteen days to submit responses to eight diverse-oriented questions, in no special order. All eight questions will be tweeted by @ Diversit8BBDO at the start of the first day, then it is up to the participants to create eight insightful, 140-character blurbs to showcase their talent and make an impression. After two weeks, BBDO employees will select a group of fifty finalists to invite to NYC for the 2013 BBDO Advertising Experience: an chance to network, impress executives, and maybe join the BBDO family one day!

AUGUST 2012

2 NOTIFY EMPLOYEES

NY presents ‘The Advertising Experience’

This event will be a unique experience for jobseeking college graduates who want to show that they are more than just resume in a stack. With the “2 weeks, 8 tweets” campaign, we can seek out highly diverse participants to attend the event in hopes to DIVERSIT8 BBDO.After participating in a Twitterbased contest asking the students to answer a series of questions about themselves and diversity, BBDO NY will select 50 winners to be invited to New York to participate in ‘The Advertising Experience.’ A weekend of events diversity with creative challenges, interviews, and networking. This event will give the students a chance to showcase their creative talents and their ability to work with a team. BBDO NY will have the opportunity to see this diverse pool of talent in action, allowing them to see first-hand the skills many people write about in their cover letters and resumes. The participants will also be able to meet and network with BBDO employees at this event. They will be competing for various prizes such as a new Olympus Camera, a $500 gift card to Orbitz, 2 Broadway tickets to their show of choice, and the most talented and outstanding participants could even win the ultimate prize of an internship or even an entry level job at BBDO NY.

24 BBDO NY LAUNCH PARTY

DECEMBER 2012

August 1st: BBDO NY will send out a companywide email to notify employees of The Launch Party and the other steps Diversity Campaign. Employees will also be required to claim their unique fact for their t-shirt which they will wear at the Final event.

CREATIVE PLAN

The Diversity Expo party will be an employee appreciation event hosted by the Diversity Council. It will give the BBDO NY office employees a chance to get to know one another while celebrating diversity. This event will also be the kickoff to the Diversity Campaign organized by 2M3D. After Doug Alligood, the keynote speaker gives a speech about the Diverisity Council’s goals; 2M3D will give an overview of the Diversit8 Twitter challenge and The Advertising Experience. 2M3D will also encourage employees to spread the word and volunteer to participate in the challenge. Overall, this event will be a way for employees to enjoy the end of the summer, socialize, and grow closer to the agency, ultimately leading to increased retention.

CAMPAIGN AT A GLANCE

1 2

8 REGISTRATION OPENS

JANUARY 2013 S

25 25

FEBRUARY 2013

January 23rd: Twitter contest is closed. Only applications that followed all the Twitter rules will be considered and evaluted to be one of the fifty participants in February.

TWITTER ENTRIES FROM

APPLICANTS ARE REVIEWED

January 10th: BBDO is recognized for its contributions to New York City and its strength in the advertising industry.

BBDO DAY

2 WEEKS 8 TWEETS

NOTIFY WINNERS

11 12 APPRECATION GRAMS

THE ADVERTISING E X P E R I E N C E 28

February 23rd: The day we have all been waiting for is finally here; the climax of BBDO NY’s newest diversity campaign.

CAMPAIGN INTRODUCTION THE LAUNCH PARTY

Employees will be sent an e-mail invitation to the launch party (p. 26). This e-mail also leads them to a survey of their favorite ethnic New York restaurants to cater the event. They can also order their personalized diversity t-shirt by submitting something unique about themselves for the shirt (see page 25 for example).

What Date Location

Diversity EXPO at BBDO NY Friday, August 24, 2012 Grand Hyatt Ballroom, 109 E 42nd St #3rd New York, New York

This will be an informal dinner. There will be an international cuisine buffet and an open bar, as well as a DJ and a dance floor. The BBDO diversity t-shirt will be hung on the back of every chair so each employee will find their place by their personalized shirt sentence. Each seat will have a goody bag that will include: funny props such as mustaches, glasses, tattoos; Starbucks gift card; Mars Candies (M&Ms, Snickers, Kudos, Milky Way, Mars Bars, Dove, Twix); BBDO Trinket (pen, magnet, keychain). A cool activity to spark interaction between different departments is BBDO Bingo. This will be a fun and interactive icebreaker for the BBDO employees to play. The goal is to fill all 24 squares with various personalized shirt sentences from other employees, as well as, their signature. Whoever fills the entire card will be able to submit it for a drawing to win vacation days and other various prizes.

Friday, August 24, 2012 6:00 p.m.: Welcome • Keynote Speaker: Doug Alligood • Introduction of Diversity Council • 2M3D’s Presentation of Diversity Campaign -DIVERSIT8 Twitter Challenge -The Advertising Experience 7:15 p.m.: Dinner and Drinks • Dinner buffet catered by top “international” restaurants picked by employees in the e-mail survey • Examples: Indian, Mediterranean, or Asian Cuisine 8:00 p.m.: Meet and Mingle • Employees are encouraged to socialize with different department and meet fellow co-workers Ice-Breaker Game: BBDO Bingo • Filming of YouTube Viral Video • Throughout the entire evening, BBDO employees will be filmed in front of the BBDO backdrop about their diversity. But this doesn’t have to be a completely serious video; while talking about the diversity campaign, employees can encourage students to sign up for the DIVERSIT8 Twitter challenge and share the things that make them unique. The t-shirts can be worn for this footage. Please refer to the 2M3D launch party video we created on page 30. • As a follow-up and incentive for the employees who decide to work the ‘Advertising Experience’ event, we want to send ‘appreciation grams’ (p.32) They will be sent at the start of the week prior to the event.

2 WEEKS, 8 TWEETS REGISTRATION FORM AS IT WOULD APPEAR ON WWW.DIVERSIT8BBDONY.COM

“2 weeks, 8 tweets:Your chance to be heard and compete for one of 50 diverse spots in BBDO NY’s Advertising Experience.” www.diversit8BBDONY.com (p. 27) * This will be an extension of BBDO.COM STEP 1: APPLY

E-mail First name, Last name Gender Age Ethnicity Area of Interest (career focus: Copywriting, Art Design, Web Design, Technology, Account Management, Media Planning) Hometown School Name Major Graduation Date (past or upcoming)

Registration Begins December 8 (through January 22) To apply, click on the ‘Sign in with Twitter’ button at the bottom of the screen. User will be prompted to connect through Twitter account and fill in a registration form to begin the process. Note: Applicant MUST be a student in college, recent graduate or enrolled in graduate/portfolio school with a graduation date between fall 2012 and spring 2013 to be eligible. • Twitter Application Form (see registration form above) • Twitter-linked application form is on the website. This creates a Twitter app that will generate a simple application intended to register a participant’s Twitter username and have them generate the following information listed in the table.

DIVERSIT8, diversitate [dy·vers·i·tate] verb. 1. to renew an establishment by introducing fresh-minded, unique talent who are fearless, focused, and capable of inspiring the world.

STEP 2: SUBMIT

8 RESPONSES

Starting January 8th, students have fourteen days to submit responses to 8 diverse-oriented questions in any order. Every question will be tweeted by @DIVERSIT8BBDO at the start of the first day as well as uploaded to the website. It is then up to the participant to create eight insightful, 140-character pieces to showcase their talent. There are no guidelines for the format of tweets. Some questions may require to create a video, and include the link. BBDO NY reviewers will look for quality content, not just pizzazz. The students will be prompted to make an impression and go outside the lines. When the deadline arrives (January 22), an invitation to New York City will be extended to 50 finalists for the 2013 BBDO Advertising Experience: an opportunity to compete with the best and brightest, impress executives, and maybe join the BBDO family! The rules are as follows: • Include the main hash tag in all tweets: #BBD8 • Also include secondary hash tag to identify which question is being answered: #Q1, #Q2, #Q3, etc. • Pay attention to time. Tweeting is open between the dates of January 8-22, 2013—fourteen-days to answer eight questions. Every twitter user MUST have exactly eight tweets to be considered for a finalist spot. • Candidates that tweet all responses on the first day will not be favored; applicants can tweet each response in a perfect proportion to the fourteen days, or get them in by the skin of their teeth. But we will see if an idea doesn’t seem original. “Be thoughtful, creative, and confident, but most importantly be you. When it comes time to respond to our set of questions, we want to get to know who you are, what you think, and how you can make an impact at BBDO New York. Good luck!” Note: By having the questions released the first day of the contest, as opposed to beforehand, we are creating a deadline with the intention to discover those who can thrive under a time constraint and still generate quality work.

Twitter Questions: 1. Here at BBDO we believe in, “The work, the work, the work.” If you created a slogan that best represents a commitment to diversity, what would you say? #BBD8 #Q1 2. Tell us about some of your career goals. #BBD8 #Q2 3. Why do you think diversity in the workplace is important? #BBD8 #Q3 4. Everybody is unique in some way or another. What are the attributes or abilities that most separate you from the pack? #BBD8 #Q4 5. How would your background and experience make you a valuable asset to the BBDO team? #BBD8 #Q5 6. Give us an example of your creative flair. How? Well that’s for you to decide. #BBD8 #Q6 7. Make a 30-second video advertisement. The product? YOU. #BBD8 #Q7 8. It’s the final countdown! (Link to YouTube’s Final Countdown Music Video) Tell us anything you may have left out, or just want to get out there in the open. #BBD8 #Q8 Note: This is an interactive process. The @diversit8BBDONY twitter account is aimed to provide feedback, comments, and encouragement to all of those who are participating. A team of employees will be responsible for monitoring the applicants’ responses and reply accordingly to create conversation and provide a personal touch this process.

FINAL EVENT DETAILS What Date Location

Transportation

Staff

‘The Advertising Experience’ Friday, February 22, 2013 Saturday, February 23, 2013 Hyatt Hotel – A Client of BBDO *Note: Since Hyatt is a client of BBDO, we would like to work out a deal. The t-shirts supplied for the event will promote Hyatt on the back in exchange for 25 double occupancy rooms and the use of their convention facilities for the weekend of our event. We will use up to $50,000 of our budget to pay for the plane tickets for the fifty contestants. Contestants will be in charge of their own transportation to and from the airport. *We would like to involve our Orbitz Client into this event by utilizing them as the travel agent. As an exchange, Orbitz will be promoted in various outlets advertising our event. This event will require the assistance of 20-30 BBDO NY employees to help facilitate the activities. After the launch party, apprecation grams will be sent out to the working employees to give them an incentive to sacrifice their weekend time to achieve higher diversity in BBDO NY.

ITINERARY Once winners have been selected, they must confirm their attendance by February 6, 2012 via email. They will also submit their name, hometown and a unique fact or brief sentence about themselves that they would like to wear on the t-shirt they will receive at the event. After the event, BBDO will have access to all the contact information they need along with valuable insight on these potential candidates. They will have a diverse pool of talent to choose from and contact for further interviews or employment offers.

Friday, February 22, 2013

5:30 p.m.: Check–In Begins

6:00 p.m.: Welcome • Welcome Speech • Keynote Speaker, Doug Alligood • Itinerary and information distributed to participants 6:30 p.m.: Introductions • Students broken alphabetically into groups of five, two BBDO employee representatives for each group (These groups will remain the same throughout the weekend events) • Unique T-shirts distributed for the following day 7:00 – 8:00: Networking Opportunity • Snacks will be served and participants have the opportunity to walk around, get to know their groupmates as well as BBDO employees.

Saturday, February 23, 2013 8:45 a.m. • Participants report in their t-shirts • Employees will also be wearing their t-shirts

9:00 a.m: Challenges Begin • There will be five different stations. See the following page for challenge ideas. Each station will have instructions for what the contestants will do. • The contestants will be broken down into the 10 groups of 5 they were in the night before • Two groups will go to each station at a time and will have 30 minutes to complete the challenge • All ten groups will visit each station. 11:30 – 1:30 p.m.: Lunch • Participants will be in charge of their own lunch and while they are out, BBDO employees can get together and compare notes • The goal is to decide on five award winners: 1. Creative Culprit: Two people who exemplified creativity with unique ideas. Prize: Olympus Cameras 2. Teamwork Award: Two people who exemplified teamwork through positive and encouraging support Prize: Orbitz Gift Cards 3. Leadership Award: 1 Person who exemplifies great leadership. Prize: Broadway Show Tickets 1:30-2:00 p.m.: Award Ceremony 2:00-3:00 p.m.: Closing Networking Opportunity • This is the participants’ last chance to hand out their resumes and get to know the BBDO personnel. • This time is also a chance for BBDO to seek out likely employment candidates and ask any questions.

THE CHALLENGES Contestants will be judged on their creative ideas, ability to complete tasks in a timely manner, and ability to work with a team and exhibit leadership.

COMMERCIAL CHALLENGE Supplied with a brief informational summary of BBDO Client, FedEx, each team must come up with a 1 minute commercial that pertains to the company’s goals • They will have 25 minutes to prepare their commercial, and will then act it out for the employee judges at that station and each group member must be involved somehow.

A slue of BBDO clients have decided they want new slogans. Come up with as many new slogan ideas as you can for the following companies: • Nickelodeon • Monster.com • Gilette • Starbucks • Arby’s

TEAMWORK CHALLENGE • Each team must figure out a way to get all members from a start line to a designated finish line. The catch is to follow these rules: • There must be three and only three feet on the ground on each trip to and from the finish line. • No one is allowed to walk. • The participants traveling to the other side must all be connected in some way This challenge will showcase the contestant’s ability to work together and come up with a solution SITUATIONAL CHALLENGE • Starbucks has decided they want to have a contest to boost interaction on their social media outlets – What kind of a contest would you suggest and why? Discuss and write up a pitch.

DISCUSS AND ANSWER TOPICS

• What ten things would you bring as a group for a 1 month trip to Europe? Why? • What would be a good idea for a new board game? Briefly Explain concept and rules • f you were hosting a fundraising event for a Children’s Hospital, who would you choose to be the guest speaker? Why?

WHAT MAKES YOU UNIQUE?

This is an example of the t-shirts we have referring to throughout the plans book. All BBDO NY employees will get a black t-shirt with a unique fact about themselves (that they will have submitted prior to the Launch party) on the front. The participants of the “Advertising Experience” will each get a red t-shirt with the same design. The event is sponsored by Hyatt Hotels, so their logo will be on the back in exchange for hotel rooms and our event location.

MEDIA ALTERNATIVES

SLOGAN CHALLENGE

ALTERNATIVE MEDIA

This section houses the implentations of our creative tactics and will provide insight on how 2M3D thought about executing our aforementioned strategies.

LAUNCH PARTY ITEMS Again, the launch party is the kick-off of 2M3D’s DIVERSIT8 campaign. Here are a few of our creative solutions: the Launch party email invitation, and on the opposite page is an option for the BBDO Bingo card as well as a customized BBDO back-drop that advertise the final event. As mentioned in the creative plan, this back-drop could be used when filming the viral video.

Signature

DIVERSIT8 LANDING PAGE Www.diversit8bbdo.com will use the same domain as BBDO’s homepage for the duration of the campaign. For this reason it will look similar to that of the current BBDO website. Pictured to the right is a screen shot. The landing page is the main portal to stay connected with contest registration, terms and conditions, and deadlines. 2M3D has designed a creative solution that includes a RSS Twitter feed so participants can see active tweets from @DIVERSIT8BBDO or from their competitors. The QR code is pictured because the poster in the Advertising Age magazine has the potential to drive mobile traffic to the site, too. *Please note that this is not a working QR code. If the website www.diversit8bbdo.com did exist, however, it would have the capability of being scanned and directing you to the site.

Terms and conditions to be included at the bottom of the registration form. *Terms and Conditions: Welcome to the BBDO Advertising Experience! When you complete and submit your registration, you are agreeing to comply with and be bound by the following terms and conditions: The following contest is open to anyone 20 years of age or older, but the limitations are that you must currently be a college senior, a recent graduate or enrolled in graduate school. Any information submitted during registration that is proven to be false will result in automatic disqualification from this challenge and all thereafter. This contest is governed by and is subject to all applicable federal, state, and local laws. If you agree to these terms and conditions please check the appropriate box and submit your registration.

FREE/WORD OF MOUTH 2M3D would like to reach out to Head of Departments our target list of diverse schools before the promotional posters are sent out. Here is suggested copy of text to include:

in with diversity campaign. It will beg BBDO NY is launching our new of 8 es seri a h oug Diversit8 BDDO. Thr a competitive twitter contest: r views thei and es selv them ut questions abo Tweets, students will answer e “Th nt winners to be invited to our eve of diversity. We will select 50 they e Her 3. 201 23, place February 22Advertising Experience” to take O BBD to nts tale and es aliti their person will get a chance to showcase for prizes. employees, while competing g enthusiastic students approachin and We are targeting creative nts tale rse dive their unique and graduation who wish to share forwarding this message on to you ate reci app ld wou with us. We ed in ted majors who may be interest students with Advertising-rela ional mot pro d sen roval, we will also this opportunity. Upon your app advertise. posters to your school to further our website to learn more to go uld sho ents stud ed Interest BBDO.com sit8 iver w.d information and sign up: ww

Thank you for your help. We look students have to offer!

forward to seeing the talent your

Sincerely, BBDO Executive

PROMOTION

After the emails are sent out to the Head of Departments for the list of schools in our target definition (p. 11), posters will be sent out to these schools to further build awareness for the “2 weeks, 8 tweets” Twitter contest. Each school will get about ___ posters to distribute throughout campus. This way, we are including majors besides advertising and communications; creativity can be found anywhere and we do not want to miss the opportunity to find more diverse talents.

As stated in the media plan, Advertising Age magazine is a very important medium to reach our target as well as promote the campaign in the Advertising industry. There is consistency in the body copy of the two print items, but we wanted to make them strikingly different because this is, after all, a diversity campaign. The advertisement will be featured in both print and digital outlets of AdAge. Full page advertisement: 10.5” x 14.5”

Poster Size: 18” x 24”

VIRAL MARKETING While the launch party is underway, footage can be taken to get BBDO NY employees involved in the diversity campaign. This will be shared on BBDO’s website as well as all socia media outlets to create a buzz about the remaining parts of the DIVERSIT8 campaign. It serves as a promotional tool, can potentially result in benefits to the current employee base, and will enhance the image of BBDO NY to our target market. To accompany our creative plan, 2M3D made a video that embodies the spirit of our campaign. For a viral video to be successful, it has to be memorable, so we chose the song “What I Like About You.” In the video, we are representing the image of what will actually be BBDO NY employees. Everyone will have their own unique t-shirt and get the chance to relax and have fun while learning about each other. The underlying message is that BBDO NY really cares about what makes their employees unique, allowing the current employees to feel valued. Furthermore, it can give prospective employees the feeling that BBDO NY is a funloving company who cares about their family. We feel confident that potential candidates of the contest will see it and think, “Wow, I want to be a part of that.”

PRESS

Here is an example of a press release that can be used as a means of free publicity for the DIVERSIT8 campaign and the “2 weeks, 8 tweets” contest. Possible news outlets could be in New York, and any other major media outlet throughout the country. • The New York Times • The Chicago Tribune • USA Today • Wall Street Journal • Washington Post

BBDO New York 1285 6 Avenue -- New York, NY NEWS RELEASE February 15, 2013 FOR IMMEDIATE RELEASE

Contact Information: Doug Alligood BBDO Diversity Council Phone: (212) 459-5000 Fax: (212) 459- 6645

BBDO NEW YORK TO HOST “THE ADVERTISING EXPERIENCE” WITH NEW TWITTER-BASED CONTEST BBDO Diversity Council Offers College Graduates a Chance Showcase Their Talents NEW YORK, NY – BBDO New Yorkʼs very own Diversity Council will be hosting a contest on February nd

22 - 23 as part of a new effort to allow college graduates to show the prestigious company what skills they can offer. The event titled, “The Advertising Experience,” will consist of several challenges that will allow BBDO to see what the kind of skills the contestants have. Teamwork and creativity are two of the main themes for several of the events. This one of a kind event will allow graduates to showcase their talents to advertising industry leaders. It will also offer essential networking opportunities to the contestants. A meet and greet with current staff will allow participants to get an inside look into BBDO and what the company is all about. Donʼt forget about the various prizes for the winners, including the ultimate prize which is an internship/job with BBDO New York. In order to join this exclusive contest, visit the BBDO New York website and follow the link to the contest landing page. BBDO is part of Omnicom Group Inc., a leader in marketing and corporate communications. Please visit www.omnicomgroup.com or www.bbdo.com for more information.

EMPLOYEE APPRECIATION On Monday, February 12, 2013, BBDO NY employees that are going to work at the Advertising Experience should be commended for their committment to diversity and given a further incentive to spend the weekend of February 22 by sending them an appreciation gram. Who doesn’t love free gifts? Something small like M&Ms, a client of BBDO NY, could be included inside the mug. ‘Appreciation Gram’ would read: NAME: Thank you for helping the family here at BBDO NY continue to pursue our diversity goals, and for your participation February 22 and 23 at

‘The 2013 Advertising Experience’ Sincerely, John Osborn, CEO of BBDO NY

SOURCES Aaf: Diversity achievement and mosaic awards & forum. (2012). Retrieved from http:// www.aaf.org/default.asp?id=202 Bbdo reviews (2012). [Online forum comment]. Retrieved from http://www.glassdoor. com/Reviews/BBDO-Reviews-E14065.htm Bush, R. (2011, January 31). Sorry state of diversity in advertising is also a culture problem. Advertising Age, Retrieved from http://adage.com/article/news/lack-diversityadvertising-hiring/148565/ Campus ethnic diversity. (2012). Retrieved from http://colleges.usnews. rankingsandreviews.com/best-colleges/rankings/national-universities/campus-ethnicdiversity Garfield, B. (n.d.). The advertising century: Top 100 advertising campaigns. Retrieved from http://adage.com/century/campaigns.html Lauro, P. W. (1999, August 31). The media business: Advertising; bbdo new york enters cyberspace in a big way with an agency focused on interactive marketing. New York Times. Retrieved from http://www.nytimes.com/1999/08/31/business/ media-business-advertising-bbdo-new-york-enters-cyberspace-big-way-with-agency. html?pagewanted=all&src=pm ‘Mad men’ haven’t changed music since the 1960’s. (2010, January 14). WNYC. Retrieved from http://www.npr.org/templates/story/story.php?storyId=122545036 Morrison, M. (2012, January 23). The agency a-list. Advertising Age, 6-14. Retrieved from http://adage.coverleaf.com/advertisingage/20120123?pg=2&pm=2&fs=1 Parente, D. (2006). Advertising campaign strategy: A guide to marketing communications plan. (Fourth ed., p. 15). Mason, OH: South-Western. Racial diversity in the workplace. (2012). Retrieved from http://www.insightintodiversity. com/diversity-issues/other-diversity-articles/58-workplace-diversity/603-racial-diversity-inthe-workplace-.html

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U.S. Bureau of Labor Statistics, Bureau of Labor Statistics. (1999). Occupational outlook handbook, 2010-11 edition. Retrieved from Office of Occupational Statistics and Employment Projections website: http://www.bls.gov/oco/ocos020.htm U.S. Census Bureau, Newsroom. (2011). Minority links. Retrieved from website: http:// www.census.gov/newsroom/minority_links/minority_links.html US framework and valsâ&#x201E;˘ types. (2012). Retrieved from http:// strategicbusinessinsights.com/vals/ustypes.shtml Whitelaw, K. (2011, January 11). Diversity efforts uneven in u.s. companies. Retrieved from http://www.npr.org/templates/story/story.php?storyId=122329851