Page 70 - AdNews magazine Mar-Apr-May 2023

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DIVERSITY AWARD
FINALISTS
Initiative
Initiative: The Forgotten Upfronts. “A global first forum designed to spotlight publishers who cater to marketing’s
most neglected communities. Launched during upfronts season, when brands and media agencies line up to see the latest offerings from major publishers, we brought the same energy, theatre and attention to the publishers that need it most. Established as an open-invite event for the entire industry, Forgotten Upfronts is an annual platform to help the industry better understand how to turn inclusive intent into action.
“To launch the Forgotten Upfronts with purpose, we needed the right publishers. To shortlist, we cross-referenced
Think HQ
Think HQ: “We’re on a mission to become the most inclusive agency in the world. So it isn’t that we have a single campaign or project that we’ve done to ‘further the cause of diversity’ or something ... our staff are
a diverse bunch, which is our greatest measure of our diversity efforts: We’re majority female, with 53 women and 28 men; We boast staff from
14 different countries, speaking 21 different languages (at last count); We have developed
our first Reconciliation Action Plan (RAP), led by our Head of First Nations Communications and Engagement, Professor Shane Hearn.”
“We’re on a mission to become the most inclusive agency in the world. So it isn’t that we have a single campaign or project that we’ve done to ‘further the cause of diversity’
audiences with the greatest cultural and commercial benefits to marketers – using Roy Morgan, economic studies from Deloitte and PwC and bespoke IPG Intelligence, identifying four priority groups, which we then engaged the leading platform for each to act as their voice:
• First Nations – NITV
• +60 Year Olds – Starts at 60
• Regional/Rural – Boomtown
• Culturally and Linguistically
Diverse (CALD) – S&J Media
“Engaging these publishers was half the challenge. As none have ever had the opportunity to platform their platforms, we had to educate them on how to create ‘upfronts’ style presentations.”
In the end, it smashed even our boldest ambitions.”
or something. It’s in our DNA. It’s part of everything we do. And we are working hard to show that this is the norm.
“It’s not just a nice to have or a CSR play. It’s good for business. The latest Census shows that the majority of Australians now were either born overseas or have
a parent who was. So building inclusive campaigns opens up new audiences and expands
the reach ...
“Internally, We work like no-one else, delivering projects the way no other agency can. We leverage creativity with a conscience to deliver integrated campaigns that a relevant to modern audiences.
“We follow the idea and team up to reach real audiences in
the channels they rely on ... our commitment to work on projects that deliver positive outcomes for people, places and the planet.”