This presentation focuses on no-urban dictates in the advertising industry and what advertising professionals can do to make sure they are not practicing discrimination….

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4A’s Webinar
Delivered by Professional Partnering Solutions
September 29, 2014
You Could Be Practicing Discrimination: A Primer on No Urban Dictates

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MODULE 1DEVELOPING THE FRAMEWORK
Section One:Defining Diversity
Section Two:Evolution of Diversity in Advertising and Media
Section Three:What Diversity Means in Today’s Marketplace?
Section Four:Multicultural Targeting and Buying Power
Section Five:Supplier Diversity and Responding to Client Requests
Section Six:Impact to Marketing and Media Agencies
MODULE 2POLICY & COMPLIANCE
Section Seven:Addressing “No-Urban Dictates” Requests
Section Eight:Non-Discrimination Policy Review
Section Nine:Vendor Complaint Review Process
Section Ten: Building Vendor Relationships
MODULE 3SUCCESSFUL INTEGRATION
Section Eleven:Training Review and Wrap-Up
Contact: Mark Prince mark.prince@professionalps.com512-588-0544
Diversity in Media –Full Training Program
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History and legacy of “no-urban”dictatesin advertising
Factors behind the practice
Coded language used to justify a “no-urban” dictate
The economic impact upon minority targeted and owned outlets
Tools and tips to address “no-urban” dictates
Industry efforts to combat vendor discrimination
“No Urban” Dictates Training Objectives
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Urban in media describes radio station formats
Urban (All Genres), Urban AC, Latin/Hispanic/Spanish, Mexican/Tejano/Ranchera
Urban is also:
Mindset
Attitude
Fashion
Music
Location

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Addressing “No Urban Dictates” Requests
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No urban dictates are directives from advertisers and/or their agencies instructing them not to include ethnic, urban or Spanish language outlets in their media buys
More industry awareness has not stopped the practice
A client request of this nature may seem innocent but “No Urban Dictates” are discriminatory

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Addressing “No Urban Dictates” Requests FCC Non-Discriminatory Action

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Addressing “No Urban Dictates” Requests
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Minority Media Telecommunications Council (MMTC) is a national, non-profit organization and a leading advocate for minority participation in the communications industry
Legal practice represents 80 national organizations in proceedings before the FCC, federal court of appeals and U.S. Supreme Court
They estimate $200 million in lost revenues on annual basis for African-American and Hispanic targeted and owned broadcasters

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What Drives “No Urban Dictates”
Stereotypes
Knowledge Gaps
Assumptions
Fear 8

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“No Urban Dictates” Requests 9
LOST IN TRANSLATION
Buyer: We’re out of budget
Vendor: We see spending in general market
Buyer: We used this medium before and it didn’t work
Vendor: So our audience does not drive results
Buyer: There is no money
in your market
Vendor: Minorities can’t afford your products
Buyer: We’re not looking for that kind of audience
Vendor:You don’t target minorities

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Building Vendor Relationships

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The Client Call
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Face-to-face meeting between client and buyer
Client is launching a high-end apparel item
Primary target area will in the Southeast
Listen for coded language
How would you have handled the situation?
What could the buyer have done differently?
Scenario Details
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“No combos or urban formats”
Enters…Rev. Jesse Jackson of Rainbow Push
**Source Target Market News (2009)
In 2009, BMW’s ad agency Palisades Media Group asked radio stations in Boston, Houston, Baltimore and Washington, DC for proposed pricing for BMW’s Mini Cooper ads. It issued a condition:

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Do not engage in the practice
–Give fair consideration to all vendors
Avoid making assumptions
–Personal experience and perceptions can improperly taint views of an audience’s value
Challenge the request
–Engage your manager and have the internal or client discussion
–Highlight the dangers of this practice
Escalate to upper management
–If you feel like the situation will endanger the agency and/or client brand, sound the alarm
Document
–Keep all correspondence
Tips
Addressing “No Urban” Dictates
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Vendor Communication Flow
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Vendors Consumers
Client
Agency

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4A’s Non-Discrimination Policy

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A “no urban dictate” can be viewed as a discriminatory practice
Missed opportunity for clients by being too narrow in their targeted audience
Reputation hit to your agency and potential loss of business
FCC requires that broadcasters to certify that their advertising agreements do not discriminate based on race or ethnicity in order to have licenses renewed
Potential for special interest groups to picket the agency and client as well as boycotting the brand

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Professional Partnering Solutions (PPS)
www.professionalps.com
Mark Prince, Partner, Vice President Media Services
mark.prince@professionalps.com
512.588.0544
Calvin Fortenberry, Media Diversity Training Manager
calvin.fortenberry@professionalps.com
917.512.4385
Contacts Us: 18

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Questions
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