Page 7 - rr-2021-11-diversity-advertising-marketing-industry

MEASURING DIVERSITY AT ANA MEMBER COMPANIES

1. ANA BOARD OF DIRECTORS AND SELECT MEMBER COMPANIES
DIVERSITY BENCHMARK

This study measured gender and ethnic diversity among the U.S.-based marketing departments of
ANA board member companies and other member companies (all client-side marketers). The study,
called a “diversity benchmark,” had four questions:
• Gender identity: Broken out by five different job levels. Job level descriptions and job title
examples were provided to help with consistency among respondents.
• Ethnicity: Also broken out by five different job levels.
• Orientation/Ability: “Do your employees have the opportunity to self-identify as being either
LGBTQ or a Person with a Disability?”
• Open-ended question: “Are there any key action steps that have helped your company improve
diversity within the marketing department?”

Sixty-one companies completed the diversity benchmark — 20 ANA board member companies and
41 other ANA member companies, representing 16,514 marketers in total. That participation was
the highest in the four-year history of this project. The diversity of participants makes the 2021
respondent base more representative of ANA membership overall than any of the prior studies.
There were participants with over 1000 marketers as well as participants with under ten marketers.

Number of Number of Average Per Respondent
Companies Marketers Company Base

2021 61 16,514 271 20 ANA board members;
41 other members

19 ANA board members;
2020 40 15,419 385
21 other members

19 ANA board members;
2019 26 13,078 503 7 AIMM members

2018 17 9,677 569 17 ANA board members

The completed benchmarks were submitted to the ANA between July and October 2021, asking for
data as of June 30, 2021, or as close to that timing as possible. Individual company metrics have
been kept confidential and “rolled up” to report aggregate results.

7 // A Diversity Report for the Advertising/Marketing Industry