Reflections at the end of Black History Month 2019

In this article, 15 black Canadian advertising professionals at different stages of their career reflect on what it means to be a person of colour in Canadian advertising. I showcased each of these professionals (and a couple more) in a series of mini-tributes on LinkedIn – the Canadian partner to Derek Walker's Black History Month series featuring black men and women in US advertising. Derek's work was so effective it was featured in Adweek.

Contributions have been edited in places to fit the format of a "virtual panel discussion" but I believe I have been faithful to the intent of their words from which there is much to learn. - Gavin Barrett

In the picture: Top row: Alyssa Dominique, Chris Frater, Candice Joseph, Jonathan Daly, Denise Cole. | Middle row: Donald Vann, Damali Thomas, Seth Waterman, Georgia Demmitt, Janice Ivory-Smith, Jefferson Darrell | Bottom row: Wells Davis, Mitchell Sharpe, Kanna Anigbogou, Marcel Witbooi, Larry Lalgie, Kodzo Bruno Tretou

How much change have you seen in your time in the business?

Janice The changing/increasing role of agencies as social/political influencers (for good and for bad), public awareness of agencies – what we do. Pervasiveness (once again – for good and for bad). Diversity in voice, outward and inward. A better reflection of ourselves.

Georgia When I first started, typical projects had large TV budgets and loads of lead time. Today, our clients are focusing more on larger 360 campaigns with an emphasis on digital/social content and activations. There are no longer global boundaries to do what we do.

Larry It is constantly changing... new ideas, new trends, new technology, Each project is different and it's fun to see where all the different influences will take you.

Damali The explosion of digital and social marketing/advertising. More and more clients are allocating more budgets to new digital technologies... areas currently gaining traction are mobile, e-commerce and reputation marketing.

Kanna Not much change creatively. I have, however, seen a shift in conversation from creative to data analytics.

Chris Small shops have been taken over by big conglomerate companies that often have no connection to clients. There have been quite a few changes over the years.

Mitchell You'd be surprised, quite a bit actually. The digital space develops and evolves at an insane speed. Applications come and go, social media platforms rise up out of virtually nowhere...

Jonathan When I started it was early digital (god, I did so many banners. So, so many banners). Now it's 'Voice'? 'AI'? 'AR'? ...To varying degrees there either aren't enough people or, enough of the right people – bodies that have skills matched to the task at hand; bodies from a diversity of backgrounds. Not just racial. But of gender, of age, of orientation, of life experience.

Alyssa There's been an awakening... conversations about sexuality, diversity, female empowerment and women's rights, immigration, politics... brands are taking a stand or supporting a movement or subtly advancing their cause by showing more women and minorities in their work. Smaller agencies are actively recruiting/mentoring women for more senior roles… steps in the right direction but the industry still has a long way to go.

Marcel In South Africa, a concerted effort to broaden the industry has led to a greater number of Black Creatives and Black Creative leaders in advertising and diverse perspectives definitely enriched the creative work.

Donald Some but not a ton. When I first moved to Canada I only knew of one other black creative... and black women creative, in Canada I've personally only seen three. I'm sure there are more out there, right? I've heard of one other becoming an ACD somewhere, that's true black girl magic. Salute to that lady. (editor's note: Denise and Janice, I wonder if Donald was thinking of one of you.)

Candice I can't say that I've seen much change as yet. Often I'm only one of a handful of diverse faces in attendance at industry events, or the only one. When I notice how homogenous everyone on an industry panel is, I scroll through my social networks and mentally check mark people who I know would be just as relevant (if not more dynamic) as keynote speakers.

Seth When I started there were very few women – let alone people of colour in executive positions. In the last 5 years, I've seen a concerted effort to better reflect society.

Denise The change has been very slow… the perception that the US is not as progressive as Canada when it comes to inclusivity, wasn’t my experience – my first job there had three black art directors. I struggle to name three black creatives in all of Toronto ...shocking considering the diversity of our city... I’m sure you found this when you started putting this series together.

How would you like to see the industry become more inclusive? 

Alyssa Continue to hire women; hire people from the LGBTQ+ community; hire a spectrum of visible minorities; hire immigrants. There’s so much talent out there hiding in faces and people who may not be the norm for the industry. That diversity, to me, is what strengthens the work an agency puts out.

Jonathan Build agency workforces that mirror our diversity; create work that speaks to that diversity, shows it on screen; that finds the human insight rooted in a Desi Canadian's experience of life that applies to an Afro- and a Sino- and Caucasian Canadian. If the foundational determinant of a brand's or product's or campaign's success is 'reach' (small r) then casting a wider net surely leads to a bigger haul…

Mitchell I would love for there to be more room for opportunities. The "up and coming talent pool" is bottomless and as wide as you could imagine.

Marcel I would have benefited from having a conversation with someone who looked like me. We Black people should engage with each other and create meaningful mentorship programs so young Black folks get clear understanding of the industry as a viable career, way earlier than college.

Candice Diverse voices must be heard, respected – we can't be ignored just because it’s the way things have always been done. If the industry could move away from status quo and towards the discomfort of sharing space with new, fresh and truly diverse ideas, we'll see a shift away from "tokenism" to true inclusivity. This would make inclusion the new normal.

Larry The industry needs perspectives from every race, gender and ethnicity to communicate effectively and authentically with consumers. To do that, the industry itself needs to be diverse.

Damali Companies (Nivea, Gucci, & H&M) that have huge PR backlash due to racially insensitive campaigns, often do not have diverse staff who make decisions. Gucci is now hiring diversity and inclusion directors, introducing scholarships for the underrepresented, and implementing a D&I awareness programs for staff in response to their blackface sweater fiasco.

Wells The industry is in dire need of senior-level diversity. We know pop culture, we live and create it, yet we are seldom entrusted with management level roles in the industry.

Seth I've seen smart, talented people of colour leave advertising too early because they didn't feel welcomed. Start ensuring that junior and intermediate talent see a future that includes them because they see someone that looks like them in an executive role...

Georgia Educating young black men ad women must start in high school and industry professionals need to reach out to schools to inform students that advertising is a fun and rewarding industry they can tap into... one where they can shine.

Kanna By getting my first break (laughs). I think the industry can be more trusting of the influence western culture has on the rest of the world, and the rate at which an African newcomer creative to Canada can assimilate the culture and speak to it.

Janice Agencies should consider mentorship programs as early as high school... companies have to be brave enough to hire from the larger pool, occasionally forgoing the hiring of a client’s kid :-) Maybe reconsider their criteria for cultural fit.

Chris I would love to see the industry embrace more ethnic cultures. I am sad that I know so few black women/men in the ad industry but I am proud that they have represented themselves so well.

Denise I hope we’re not too far from a widespread understanding of the advantage diversity brings. There is value in having opinions that are born of different upbringings and experiences. I think getting more ad program students of colour is a good first step. But it certainly can’t stop there.

What advice would you offer young black men and women who want to get into advertising?

Chris I encourage them to think of advertising as a career.

Larry Just get out there and work hard and open your mind. Every day is a learning experience and you will gain lifelong skills, discipline and "thick skin". Be ready to work hard and I mean hard! This is not a 9-5 type of industry.

Candice 1. Don't code switch. We "dial down" our blackness or our ancestral culture, ways of speaking, just to blend in, to be seen as "respectable". Don't downplay your blackness in an industry that has often ignored it. It's an asset. 2. Make your coworkers uncomfortable. Encourage them to leave the status quo behind. Ask an Art Director why she chose to feature a white family in the last few ads they've created. Suggest influencers from different cultures. Do workshops with your strategy team about unconscious bias to get them thinking about inclusive messaging for a new campaign.

Jonathan Resist the urge to ask "How black am I gonna be today." 'Showing out' will make you seem inauthentic, and barely 'showing up' will leave you bitter and conflicted. Do your job, count on the quality of your work to do the rest and be you. Unflinchingly. Whether you got mad shoe game; or grew up in Oakville; or have chilled out playing tam-tams in Montréal since age 13.

Alyssa Be secure about who you are... be confident and don’t feel out of place even if you may be the only/ one of the only black people at your company or agency partner teams. You’re in the room because of your abilities. There’s a limited number of black mentors in the industry so be ready to seek out priceless guidance from elsewhere.

Donald It's a long shot for anyone to begin with. Now factor in that you're black. Is it true that you have to be twice as good? Absolutely. So be three times as good. Work your ass off. Ain't much more to say on that.

Denise Look for awards and scholarships you can apply to. It takes a few years before you start making real money. Get all the support you can to tide you over through school/internships. This shouldn’t be an industry that only people with money can afford to get into.

Georgia Educate yourself. Get an internship. Practice your craft - show what you're capable of doing. Stay connected. Keep knocking on doors - if one agency turns you down, try another agency until you find one that values what you bring to the table. Keep pushing.

Seth Work hard. Get a mentor. Take pride in where you came from and who you truly are. When you're ready, be a mentor and give someone else a shot.

Damali Specialize in an area you enjoy and keep current. Project confidence. Even if you are not feeling it internally, put your “game face” on for every interview. Advertising is a tough industry to compete in especially for a black person. Network - I can't stress this enough. Create and maintain an online profile that is in sync with you, the professional.

Kanna Practice the craft according to the best standards; improve on what creativity means and does.

Mitchell Definitely, 110%, without a doubt make sure you are doing rough work, and research before you jump into creation. Make sure your concept is rock solid.

Janice Be bold, be brave. Don’t let being “the only one” stop you. Put yourself out there. Exude confidence - know yourself - but know your stuff. Ask lots of questions. Take advice. Then when you make it, become visible so future generations can see themselves in you.

What has been your greatest challenge?

Jonathan Following my own advice.

Alyssa I wouldn’t say that I’ve really had challenges outside of the norm (clients who aren’t willing to take risks to strengthen their brands, clients who don’t understand the value of social and digital, etc.). I’ve been blessed with really great mentors - mostly women - who showed me incredible strength and intelligence and helped me hone my skills.

Larry Getting used to the constant changes and deadlines that came up ..... every day! I had 25-35 tasks daily that had to be attended to and most of the days more were added.

Marcel The monster of self-doubt. The problem with a Hey, you've got a job. Don't rock the boat mindset, is that you don't progress. If you don't challenge people, respectfully, then you can't really grow.

Donald Speaking my mind without appearing aggressive. Even if it’s not in your nature, you can be perceived that way by some. Quite often that has led me to just be silent. And that's a mistake on my part.

Candice Being a latecomer to the industry and a black woman often has me questioning if this industry is right for me. Like-minded black and brown professionals who are trailblazers hype me up and remind me that I have a purpose and a voice and that I belong. My other challenge is figuring out how to make sure my voice is impactful. I want to effect changed behaviour and thought processes in the people I work with without being seen as overbearing or preachy. It's a fine line - one I walk carefully. I like to think I'm doing a great job though.

Georgia Adapting fast enough and taking continuous training to stay informed of new technology that changes how we do what we do.

Wells Trying to juggle the struggles of being black in an industry without enough peers to share experiences, get advice and encouragement.

Mitchell Finding a permanent space where I can challenge my skill as a creative and grow in the industry.

Seth Getting into this industry in the first place! I didn't know anyone, felt like I went to the wrong school and spent months looking to get my foot in the door. Luckily, someone took a shot on me and since then I've looked for opportunities to repay that favour to others.

Damali My perceived inexperience due to my age. It’s a catch 22 because employers understand that millennials are digital natives and it’s difficult for older, established firms to adopt new technologies.

Kanna My personality. Ironically it’s my biggest asset -- I’m inherently creative, analytical, and highly sensitive, but it’s also my biggest drawback, because of how my introversion manifests. I want to try everything to the best of my ability to get a creative advertising career going and I’ve suffered major burnout by overextending myself.

Janice Really!? – keeping on top of change.

Denise I’m actually quite passionate about this topic but there is a certain discomfort that you see on people’s faces when you talk about race. I constantly have to remind myself to push past my own discomfort with the idea of making people uncomfortable.

Anything else?

Donald This just in: Diversity is important. The good news is that I don't think we're in such a hopeless situation. Bad news is that it's 2019 and this subject still comes up. And with valid reason.

Wells The industry is talking diversity now but it is being mostly used to increase female ranks in advertising. That is starting to benefit white women and Hispanic people. I can’t see what it has done for black men and women. The industry talks diversity all day but does very little.

Candice If we don't challenge the industry, nothing will ever change. I want to see more black and brown industry leaders mentoring – or teaching at post-secondary institutions. Many young people don't think advertising is a career option for them because they haven't seen someone at "the top" who looks like them. My goal: to be a mentor to marketers in minority groups. I want to be able to walk into offices and events and not seek out and count the people who look like me because it won't be so much of a thing anymore.

Larry I want to give a shout out to Montana Steele in Toronto, to Rene for giving me the opportunity, Jessica for being an excellent mentor, Eliza, and Rob – the whole team!

Kanna As an introverted black advertising creative, that first break takes longer than you think or forecast. But it’s not because you’re not creative. Control what you can, and then do your best. The opportunity will come and you’ll be ready.

Janice Last year I was directing a shoot involving a large cast of real talent. During the shoot, a couple of women approached me saying how proud and excited they were to see black woman in charge of such a production. I subsequently received an email expressing the same sentiment. Touching and bittersweet.

Jonathan We are professionals who take pride in our work; want to deliver for our clients and leave a mark. But we're not doctors. Or teachers. We're not aid workers, and this job isn't in a war zone; the people there - to help or in need of it - actually have real problems that are fundamentally more important than an incremental share basis point. So, whether being hard on yourself or those around you, keep perspective on things like…a copy deck. Because it's just a copy deck, you know?

Chris I have met some extremely wonderful and talented people of different cultures, have enjoyed working in the industry and have learned a great deal. I would love to be able to educate kids in primary schools about how the industry works.

Damali It’s a wonderful industry and I’d love to see more people of colour in the field.

Mitchell 2019 is the Raptors' year to take home the NBA Championship.

Georgia If you have a passion for advertising, just do it... Jump right in! Happy Black History Month!

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This virtual panel discussion has been compiled by Gavin Barrett, from individual answers to a common set of six questions distributed to all who participated.

Chris Frater, is Facilities Manager at Bensimon Byrne. I've known Chris some 21 years. We met at Vickers & Benson where he was Office Manager.

Copywriter Kanna Anigbogu graduated in engineering before coming to Canada to study Applied Arts at Algonquin and copywriting at Humber. He is bilingual in English and French.

Though not in advertising now, Larry Lalgie credits his 6 years in advertising for his ability to market and advertise his own business.

Kodzo Bruno Tretou did a stint a high school co-op placement at Barrett and Welsh. He went on to study graphic design at George Brown and now he works as a designer at Marble Media.

Damali K. Thomas works at LA Inc as a Digital Marketing Strategist. She has a Master’s in Education and Digital Technology.

Janice Ivory-Smith is Creative Director, Ivory Smith Communications. She worked 2 years in Detroit, before moving to Toronto and has been in the business 40 years.

Seth Waterman, is business director at Cossette. He has been in the business since 2008.

Wells Davis head of strategy at multiple Canadian and US agencies. He is Founder /Co-Conspirator at The Davis Conspiracy in LA and has been in the business almost 30 years.

Georgia Demmitt, is director of creative resources at Juniper Park/TBWA. She has been in the business for 21 years.

Jefferson Darrell Jefferson has been 15 years in the business. He launched his own diversity, inclusion and human equity practice, with his consultancy Breakfast Culture in 2009 .

Candice Joseph is an account manager at FUSE Marketing. She has officially been in the business for 2 years, joining returning to school (George Brown College) at 35.

Donald Vann, is a art director, writer, creative director. Donald has been in the ad business for some 20 years. He began his career in New Orleans before moving to Toronto in 2001.

marcel witbooi is Associate Creative Director at Katalyst. Originally from South Africa marcel has been plying his craft as an art director for 19 years, the last 5 or so right here in Toronto.

Alyssa Dominique is Account Supervisor at Diamond. She has worked in advertising for five years, as a copywriter and community manager before finally settling into Client Services.

Jonathan Daly is Group Strategy Director at Anomaly NYC. He has been a happy warrior in advertising for over 15 years.

Mitchell Sharpe is an OCAD-trained art director who has been in the business for two years.

Denise Cole began her career as art director 12 years ago. She is the co-founder and creative director at Juliet Creative.

Gavin Barrett is a founder and Chief Creative Officer of Barrett and Welsh, a minority-led, inclusion-focused, creativity-powered Toronto ad agency that puts ideas first to make ideas last. The agency is a certified B Corp.