In the wild world of marketing, having a diverse creative team isn’t just nice to have. Let’s dive into why it’s the secret sauce for building relatable and relevant creative work.
Brainpower Mix for Creative Awesome Sauce
Diversity in thinking is the powerhouse that transforms creativity. Imagine a marketing creative team where varied experiences and thinking styles converge to break free from conventional norms. This brainpower mix not only connects with diverse audiences but also sparks collaborative innovation, adaptability to change, and authenticity in creative endeavors. Representation in brainstorming will equate to your audience connecting on a personal level with your brand. It's the secret ingredient that turns marketing efforts into something truly awesome, standing out in a dynamic and competitive landscape. Authenticity sells in a world where we have to now sort through AI-generated images and content. Realness rules!
Real Experience: Storytime (speaking of realness)
I collaborated with a fantastic Creative Director on a project involving the placement of vibrant photos printed on acrylic featuring U.S. service members across a two-building campus. While I led the project, it was quite a large undertaking. The Creative Director and I decided on the 1st round of finding photos we would both do photo pulls. Our goal was to be sure we covered all U.S. Armed Forces branches and showed diversity. During our initial photo-sharing session, the Creative Director highlighted their favorites from their findings, and I noticed a pattern. All but one photo featured a white male, and the last one depicted a white female. I questioned, "Where is the diversity?" They pointed to the female, and as we both took a brief pause, I responded, "That's not diversity." To be fair, that was their perspective. My life experiences, influenced by family and friends from diverse backgrounds, informed me that the U.S. Armed Forces encompass significant diversity in age, race, sexual orientation, physical abilities, nationality, and I could go on. In the end, my relentless push to represent everyone and advocating for certain photos was well received. To this day, this is a project I take great pride in. It turned out beautifully.
The untold truth is, I strategically placed certain prints to align with the mission of the project and company. The C-Suite now features my favorite photo of a male service member of color directly in front of their double doors. The executive conference room boasts the most diverse collection of six large pieces. I also strategically placed a female person of color on the floor of the Creative Director so that it's the first thing they see when they exit the elevators. I was thoughtful in selecting prints for both the outside and inside of the interview room for potential new hires. While roaming the halls of the campus, I had the opportunity to meet most teams and gather their input on what would be impactful for them. Some shared stories of their child, spouse, or their own time serving. I made sure to listen and take direction from the people this would impact. If you are not able to be a diverse team at least listen to the people you are trying to connect with.
Authentic Representation: The Heartbeat of Your Creative Ideas
Representation isn’t just about being seen; it’s about being felt. A diverse team ensures your campaigns authentically represent a spectrum of voices. It’s like having diverse voices at the table, calling out blind spots, and making sure your marketing speaks to everyone in their authentic voice. It’s about weaving narratives that resonate on a real and relatable level, giving life to stories that truly matter.
In a nutshell, having a diverse crew in your creative team is crucial in this evolving world. It’s about diving deep into the world of diverse thoughts and backgrounds, creating a space where creativity thrives, and turning your campaigns into rockstars. I can tell you, as a Black, queer, woman, from central Texas, with farmland and city ties you have no idea how my perspective could change a brainstorm.
Ready to rock that diversity magic? Look inward before you hire. Who knows? You may have an untapped resource on your current team. All you need to do is listen.
