THE CARRIAGE HOUSE x TEAM ONE

THE WINNING PITCH

Helping to curate more diversity within the advertising pipeline by targeting young POC  

The Ask: 

There is a severe deficit of black and latinX representation in the advertising industry.  Why this matters is because work only gets better when the people making it represent more diverse backgrounds and points of view.  Diversity is no longer a "nice to have," it's a need.  With only 5.4% of the PUBLICIS workforce being Black, and 8.1% Hispanic, Team One came to The Carriage House at the VCU Brandcenter for insights, and to generate ideas on how to fix the diversity gap in the advertising talent pipeline. 

The Challenge: 

This diversity deficit is a long-term problem that requires long-term solutions.  We need a diverse talent pipeline, not just tomorrow, but for years to come.  It’s critical to every agency’s continued viability as a business; brands need to be able to connect more authentically to increasingly diverse groups of consumers.  This current lack of diversity is a self-sustaining problem, and will continue to affect the industry’s ability to attract and retain diverse talent.  

The Opportunity: 

The real issue is that not enough students of color consider advertising as a career path because they either don't know about it, or don’t feel like they can be a part of it.  If there isn’t a diverse pipeline, cultivate one

 

How to fix this? Reshape the story of advertising, and present it as an inclusive, creative-solving problem career path.  Team One can decrease hegemony by providing inclusive exposure to the industry through guiding creative thinking of the YOUTH.

The Idea: 

Create a summer camp to stir the imaginations of future advertising renegades.  A place for brilliant minds to come together and spark each other.  But unlike a storm, that comes and goes, start a revolution.  Create a lasting impact.  To change our industry.

The Goal:  

 

To inspire, encourage, and galvanize more diverse youth to pursue a career in advertising by providing early exposure, resources, and opportunity.

If they won’t come to us, we go to them.

 

We'll go to the school systems that will yield a diverse body of campers and engage guidance counselors and arts teachers to help recruit students to the camp.

Young School Students

The CARRIAGE HOUSE team:

Cat Marsh (ST)

Charlie Hudson (ST)

Laura Gardner (CW)

Nebraska White (CW)

Hamza Ali (AD)