Earlier this month, the ad industry met to discuss the brilliantly #diverseminds that make our industry so great - but of course there is more to do. Here's what we learnt.

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March 1st
saw the ad industry meet to discuss the brilliantly #diverseminds that make our
industry so great. The conference, inspired by the success of the Omnicom breakfast on
neurodiversity last year, was conceived by Roxanne Hobbs of the Hobbs Consultancy and
Ali Hanan, CEO, Creative Equals. The challenge? Nine out of 10 companies are not even
thinking about neurodiversity. So many of us attending the conference were there to
ensure that we take responsibility for building an industry that embraces neurodiversity
now and for future generations, because without neurodiversity arguably our industry has
no future.
WE NEED TO SHOUT LOUDER
Mark Evans, Marketing Director of Direct Line Group, talked about the work they are
doing as an organisation to move the debate on internally. Mark was spurred on by what
he termed the “deeply corrosive impact” dyslexia had on his incredibly talented and
creative daughter. He believes that the conversation around neurodiversity hasn’t really
happened yet; in part this is because, while all forms of diversity are equal and it’s not a
competition, the unfortunate reality is that we need to shout a bit louder. Mark referred to
unlocking superpowers by seeing the positive in difference:
“Those that hear this conversation will be exposed to more
people with brilliant superpowers, those that don’t will miss
out.”
DELIGHTFULLY DYSLEXIC, DELIGHTFULLY DIFFERENT
Next up, founder of The Dots and “delightfully dyslexic” (which makes up of her email sign
off) Pip Jamieson told her story, and how she learnt in her first job with MP David
Blunkett, who is registered blind, that disability is a superpower. In fact, Pip attributes her
success to her dyslexia - “it’s my superpower”, she explained; “if we’re all same how can
we think differently?”
Wayne Deakin, ex-Executive Creative Director at AKQA and autistic, agreed when he said:
“I don’t see the disorder, I see the benefit… but I always feel I have to hide it.” But Wayne
was clear “negativity wasn’t my narrative”, his family had told him “you don’t have a
problem, society has a problem.” Wayne asked us to be aware that “sometimes the
people who hold back [in meetings] are the smartest.” He also questioned why we
continue to be bound by the “normal” if we are creative industry? For him the ‘a’ word

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became ‘a’ for ability. “I’m paid to think outside the box. We’re in a business where the
competitive edge is problem solving.”
THE BUSINESS CASE
Afua Basoah, Vice-President at Omnicom’s Rabin Martin, has a doctorate in neurosciences
and is motivated by her son who “thinks differently”. Afua’s questioning of “where will
Noah end up… made me think of others.” Afua is now working to ensure there is a space
for those that don’t fit the world, and talked about the business case for hiring those who
are neurodiverse. Firstly, those that are neurodiverse want to be in one place and want to
be there for a long time; and those that are neurodiverse really truly think differently and
you can tap into that, particularly in innovation. For instance, EY developed a centre of
excellence for neurodiversity, which consistently sees higher productivity, and has solved
issues the CEO hadn’t managed to solve. This centre was even able to offer learnings for
the neurotypical team to make them think differently. But Afua warned that there isn’t
enough out there, we need a package of proof points to convince others. Those that have
run programmes need to ensure the narrative is communicated to convince other decision
makers.
WEIRD & WONDERFUL BRAINS ARE A COMPETITIVE ADVANTAGE
A panel of incredibly successful diverse minds took to the stage before lunch and
underlined the point that if we, as an industry, are to remain competitive we need to have
all kinds of people to help us out-manoeuvre the competition. Laura Chamberlain, MD of
NOW was diagnosed as dyslexic at age 7 but has disguised it throughout her career. She
noted that the discussion is usually about what you can’t do, “but there are also so many
cans. Some of my coping mechanisms make me better at my job. I‘m a brilliant
proofreader because I assume everything is always wrong.”
Adam Corre, Junior Freelance Creative with dyspraxia talked about the small things within
the workplace that can make big differences. For Adam, organisational skills can be a
challenge so “managers help me plan my day. It can take me longer to learn new skills,
managers allow me extra time to learn according to how my brain works. Offering a multi-
sensory way of learning. Flexibility, a quieter area to work in, all things that don’t cost
anything,” but mean everything to someone who is dyspraxic. Ellie Gerszt, Senior
Partnerships Executive, NABS, has Asperger’s, and declared “I have a weird and wonderful
brain that no one knows what to do with.” Ellie spoke honestly about “coming out” at
work because hiding it was exhausting, coping is exhausting. “Basically my whole life is a
coping strategy.” Adam and Ellie reminded us that the workplace can be challenging, but
with simple tweaks, it can be far less challenging.

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WHERE THE TEACHER SAW DISORDER, I SAW PERSONALITY
The afternoon was an emotional one, Roxanne Hobbs told the story of her son Leo how
was diagnosed with autism; “where the teacher saw disorder I had just seen personality.”
Roxanne discussed the stages of grief and shame and the challenges many of us in the
industry face in silence as parents of our incredible little diverse minded children; another
challenge that is often hidden in the workplace but that places incredible demands on
many of us. And another reminder that we have a responsibility to our diverse minds, and
also to those who are nurturing other minds.
James Hilton, co-founder of AKQA but now Chief Creative Officer at Native, dropped out
of college 25 years ago and founded AKQA: “I did alright, still doing alright. When we sold
to WPP we had to do a psychology test.” James tested low on empathy and was told he
should look at being tested for autism; he scored high and asked if that meant he won.
For James, it was the last piece of jigsaw puzzle, a release from the pressure from trying
to be seen as normal. James believes we all have our own operating systems and that
everyone is neurodiverse in one way or another. This diversity is good, creativity requires
diversity, creativity is everything, it’s problem solving, it’s growing. Conformity kills
creativity. James advised, “we are all different not defective.”
PHENOMENAL FORCE FOR CHANGE
Sam Phillips, Chief Marketing Officer, Omnicom Media Group UK, Chair of OPEN UK,
Assistant Dean Omnicom University and “phenomenal force for change” closed the day.
Sam reminded us of the role of media in awareness raising. One in five people in the UK is
disabled. We’re not talking to these people as an industry and many are still
uncomfortable dealing with people with disabilities. Sam’s 14-year-old son Max has Downs
syndrome and has taught her so much. Sam talked about the incredible work being done
by clients such as Mars for Maltesers who proudly placed disability at the centre of its
campaign with great success for the brand and great success with people with disability,
because for once there was a campaign that reflected real Britain. As Michele Oliver, VP
Marketing, Mars said:
“As a top ten advertiser, we have a responsibility to reflect
the rich variety of our consumer base in our advertising. This
willingness to focus on diversity is a brand advantage for

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Maltesers at the moment because so few other brands are
telling that story.”
Finally, a note on the work we are already doing inside our industry. For example, AMV
BBDO is working to ensure equality both in front of and behind the camera in campaigns
and trying to encourage the rest of the industry to get involved. This is a great start, but
of course the volume levels can be turned up. We are all different, we are all diverse and
that’s our competitive advantage. Sam urged us “media has a hugely important to play,
you’re in media, don’t leave it here today. Ask what am I going to do tomorrow?”
If you are interested in learning more about the subject of this article, please contact
Melanie Norris, Global Planning Director, norrism@bbdoknows.com.
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