Page 16 - Diversity Report for the Advertising/Marketing Industry

HP’S REINVENT MINDSETS CAMPAIGN

HP found that it should:

• Lead by example by starting a renewed focus
on diversity within HP’s own hiring efforts.
• Maximize available data to reinforce the importance
and impact of diversity in the technology and
marketing industries.

• Leverage HP’s financial influence with agency
partners to accelerate efforts to create more
diverse teams around the world.

In addition, once campaigns were developed, additional
focus groups were conducted to test all creative materials
and messaging to ensure they would be well-received
and have the desired impact.

THE WORK
To date, HP has launched four “Reinvent Mindsets”
ad spots targeted toward African-Americans, women,
the LGBTQ+ community, and Latinos: “Let’s Get In
Touch,” “Dads and Daughters,” “Proud Portraits,”
and “#LatinoJobs.”

RESULTS
As HP measures success, it will continue to benchmark
progress in hiring and retaining women and under-
represented minorities.

As a result of HP’s commitment to D&I, it now boasts
one of the most diverse boards of any technology
company in the U.S. (comprised of 40 percent women,
50 percent total minorities).

Reinvent Mindsets has helped contribute to an increase
in hires and promotions at HP among women and people
of color:
• 8 percent year-over-year increase in minority hires Key scenes from “Proud Portraits” (LGBTQ)
(self-identified African-American and Hispanic). and “Dads and Daughters.”

• Women now account for 50 percent of the new
external leadership hires in marketing in the U.S.

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