Because somewhere on a shoot someone said, “You think this is ‘urban’ enough?” When people who don’t get it create the work, it shows.
Brands and agencies need to reflect the country’s culture.
These are actual news headlines. Can you fill in the blanks?
Apologizes And Removes Sweater Following Backlash
– CNN, February 7, 2017
apologizes over image of black child in hoodie
– New York Times, January 8, 2018
Apologizes, Pulls Celebrity Protest Ad After Criticism
– The Guardian, April 5, 2017
reportedly walked away
from a deal due to lack of diversity in pitch meeting
– ABC News, April 2019
“I was hired by an agency with over 750 employees. I only knew of eleven other people of color.” —2018 Graduate
Our industry needs more underrepresented talent. But that talent has to be grown. We realized if we trained more Black and Brown students we could help agencies and brands make their creative departments more diverse.
We asked our students about the obstacles they face. Then we implemented a comprehensive program to help overcome those issues. MIAMI AD SCHOOL
Déja Mays art directon student
OBSTACLE #1: No knowledge of creative careers To help change that, Miami Ad School published blogs, videos and social media posts showcasing Black and Brown professionals in creative careers. We also gave seminars at Historically Black Colleges and Universities and schools with underserved students.
“My best friend’s parents told her, ‘No one is going to pay you to draw’.” Parents are often suspicious of creative careers. They think their children should study medicine or finance. But that’s not me. I did my research and showed my mom that as an art director I could make good money. Fortunately she understood. I graduated magna cum laude. My plan was to major in psychology and art, which I love. Then get my doctorate. Mom was so proud. Senior year I realized I didn’t want to be a doctor. Someone from Miami Ad School came and spoke to my class about creative careers. I saved his business card for two years. All of my family lives in the same small Mississippi town. No one ever left. I did. I want to go far!
“ “ Charles Jarrett copywriting student
OBSTACLE #2: No funding Miami Ad School committed $200,000 a year in scholarships for Black and Brown students which provides twenty $10,000 scholarships. Ten thousand dollars is the amount of financial help students need to develop the skills and portfolio needed to get their dream job.
“ I’d rather sacrifice while I’m in school & sleep in my car so I can have a career forever.” I’m from a small town a few hours away from Atlanta. I couldn’t afford to relocate for school. My solution? My back seat and a pillow. On weekends I go home and visit my girlfriend. I wasn’t going to accept the life I was born into. I don’t want an illegal life and refuse to be another unfortunate statistic. I’ve always liked to write. I want to tell stories and make commercials. This scholarship was a blessing. Without it, I would not be able to go to school. Now I can have the career that I was meant to have.
Sheba Lee graphic design student
OBSTACLE #3: No role models Miami Ad School's staff is more diverse which ensures students have someone with whom they can identify. The school brought in a diverse pool of talent as mentors, instructors and guest speakers. Each quarter approximately 30% of the mentors at the school are Black and Brown industry professionals.
“ I went to the company’s website and saw one man who looked like me.” en You have to see it to be it.
I didn’t know what to do with my life. I love art and basketball. In my free time I did watercolor paintings of basketball players. I thought I might be able to get a job at the Atlanta Hawks. I looked on the team's website at the people in the marketing department. One man looked like me. I emailed and asked if I could meet with him. He agreed. When he saw my paintings and passion he said, “You need to go to Miami Ad School right now.” He drove me there and I knew instantly what my future would be.
“ Miguel Dobao art direction student
OBSTACLE #4: No industry network Miami Ad School introduces our students to companies that value diversity. These companies are given the opportunity to develop relationships with students while they are in school. The students see companies that value an inclusive company culture with healthy retention and promotion practices.
“I had more to offer this world than moving boxes around in a 9-5 job.” The saddest thing is a life wasted. That’s what I had been doing. My father left when I was 14, My mom, an immigrant from Cuba, had to support my brother, sister and me. When I graduated from high school, I got a job in a flower company to help out. Each week I brought my mom flowers and my paycheck. Years passed. I didn’t know how to pursue my dream career. How could I get my foot in the door? Then I found Miami Ad School. It provides the skills and teaches us how to network. The school is very family-like. Now I know dozens of industry people who were once in my shoes. They dreamed of a creative career like me and look where they are now! A classmate had three offers when she graduated. I see the way.
In three years Miami Ad School subtantially diversified enrollment.
19%
2016
27%
2017
Minorities working in design and related careers in the U.S.A. 4% African American | 7% Asian American | 13% LatinX Minorities in the U.S.A. 13% African American | 6% Asian American | 18% LatinX 2018 U.S.A. Bureau of Labor Statistics report
53% 38%
2018
2019
Minority Enrollment at Miami Ad School 19% African American | 12% Asian American | 22% LatinX 2019 minority enrollment at Miami Ad School’s four U.S. locations: Atlanta, Miami, New York and San Francisco.
Miami Ad School’s commitment to diversity, equity, and inclusivity is making a difference. And we’re just getting started!
These companies hired our first wave of scholarship recipients. African-American grads 360i — Taylor Roberts , Art Director Atlanta Hawks — Sarai Wingate — Designer Brainvalue — Anna-Lisa Rodrigues, Associate Director Leo Burnett — Kadeem Roper, Copywriter McKinney — Kendra Little, Art Director Mother — Ladan Baba Ndanani, Strategist Moveon. org — Dewayne Crawford, Cultural Director Ogilvy — Kaylin Miranda, Copywriting Intern Pandora Media — Mya Passmore, Copywriter Richards Group — Ama McKinley, Strategist TBWA\Chiat\Day — Corrine Vance, Copywriting Intern Two by Four — Adriana Dickerson, Art Director VIA Agency — Thompson Imasogie, Art Director Wieden + Kennedy — Nakita Simpson, Designer
Asian-American grads 360i — John Kim, Copywriter 360i — Kien Quan, Social Content Creator 72andSunny — Justin Joo, Copywriter DDB — Niyanta Mirjankar, Art Director Droga5 — Jacqueline Moran, Art Director FCB — Anjali Rao, Art Director FITCH — Linda Xiao, Strategist Form and Fiction — Brian Borromeo, Copywriter GUT — Wonsik Cho, Account Planner IMG Live — Jacqueline Day, Art Director Just Branding — Shreenika Ramani, Art Director Leo Burnett — Myeongseok Cheon, Art Director TBWA\Chiat\Day — Jilly Ko, Copywriter Trust for Public Land — Sterling Stovall, Designer Uncle Grey — Thomas Nguyen, Art Director Wieden & Kennedy — Titania Tran, Copywriter Latino-American grads 360i — Christian Napolitano, Art Director 72andSunny — Maria Barreto, Copy Intern Adidas — Rossan na Ulloa, Design Intern Alma — Gabriela Cappellin, Art Director Brainvalue — Anna-Lisa Rodrigues, Associate Director Daniel Wellington Watches — Iliana Taylor, Designer DAVID — Nellie Santee, Copywriter dev/Mission — Ismael Sosa, Visual Designer Energy BBDO — Daniel Pujol, Art Director Neon Syrup — Natasha Abdul, Art Director Ogilvy — Oddra Locs, Copywriter Plvral — Salvattore Del Pozo, Art Director R/GA — Daphne Lefran, Copywriter Ridley Scott Creative Group — Leidy Junco, Visual Designer Takeout — Elisa Sain, Co-Founder TBWA\Chiat\Day — Alejandra Vidal, Copywriter VMLY&R — Carolina Lima Levy, Art Director Virgin Voyages — David Nunez, Copywriter Zimmerman — Lina Segura, Lead Sales Associate
Award winning ideas created by our students.
Kien Quan, Social Content Creator, 360i | Cannes Lion winner
Shenice Brotherson, Art Director, BBDO | Featured in FastCompany
Sarai Wingate, Designer, Atlanta Hawks
Partner with Miami Ad School and have 100+ great candidates at your fingertips. Miami Ad School is looking for partners that want diversity in their creative departments. Facebook, R/GA, McCann, VaynerMedia, and DDB have already become partners. More partnerships are available.
What's the benefit to my company? 1. First choice of 100+ candidates because industry partners get the cream of the crop, 2. Immediate cultural fit because of our highly immersive training in a simulated agency environment. 3. Immediate productivity because hard-skills training is delivered by industry leaders on real-world projects. 4. High retention rate due to the specialized, mentorship program students experience in school. 5. Trackable ROI with quarterly reports on new candidates and an annual report on the placement of grads.
Miami Ad School at a glance 1. MAS has a proven track record. Black and Brown grads are top creative leaders at 360i, Amazon, EY, FCB, McCann, Momentum, Oracle, Phillips, W&K and many other companies. 2. In three years the school increased Black and Brown student enrollment in the U.S.from 19% to over 50%. 3 Cannes invited the school to share the success of our diversity program at the 2019 festival. 4. MAS has U.S. locations in Atlanta, Miami, New York and San Francisco. 5. MAS is a global network of 16 locations in 11 countries. 6. MAS was selected 2019 Cannes’ Future Lion School of the Year.
What does my company provide? 1.20k minority scholarship contribution. Contributions are tax deductible and made annually for two years (100% of the funding goes to students). 2. Designated company leader to collaborate with MAS and coordinate the initiative at the agency. 3. Sessions with groups of Black and Brown students so they build relationships with the company, and your company has the opportunity to identify stand-out candidates while they are still in school.
Let's Talk. MIAMI AD SCHOOL WORLWIDE
Pippa Seichrist, Co-founder pippa@miamiadschool.com 786-200-8742
Because somewhere a campaign is set to launch without a single Black or Brown person in it or behind it. When people who don’t get it create the work, it shows. Special thanks to: Paul Woolmington for helping to champion this important cause; graduates Piper Hickman for her great lines and Jayanta Jenkins, David Tann, and Jacinda Walker for their guidance; Amanda Farish for videos; Keyonna Calaway and Shenice Brotherson for the front, back, and inside back cover imagery. our students who shared their insights and experiences and Miami Ad School’s board of directors, staff and instructors for believing.
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