BIPOC professionals in Canadian Advertising and Marketing exhale after new study unveils where the system is failing them

Advertising and marketing are responsible for much of the media we consume and the diversity we see in it. But while there has been a great deal of conversation about the representation of racialized minorities onscreen (or the lack of it), not much is known about the experiences of those very minorities in the industry responsible for framing our gaze. Led by Chasson Gracie, Julian Franklin and Joshua Richards, this groundbreaking study illuminates why the industry struggles to meet the challenges of inclusion on screen and in agency and corporate boardrooms alike.

In wider view, this inaugural research study elevates the voice of over 300 respondents and is the latest step taken by POCAM to level the playing field in an industry that overwhelmingly hires white employees. Midway through the weightiest year in recent memory, in June 2020 the volunteer-led association issued the 'Call for Equity’—an open letter that demands industry-wide transparency, accountability and concrete steps to combat systemic racism in the wake of worldwide protests.

It’s common for fellow BIPOCs in the industry to warn newcomers of the prevalent inequity within it and to recommend a different career path. The challenge to change the industry is at the heart of POCAM's vision, so that one day, we can invite BIPOC practitioners into our industry with the confidence that they will meet open arms and safe spaces. POCAM is listening, and in 2021 will formalise as an official entity to further cement its role across Canada's creative industries.

Download the full report here.

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Written by Justin Senior, Director of Sales and Marketing, SAMA Advertising/Co-Founding Member of POCAM. Edited by Gavin Barrett, Owner, Founding Partner, Chief Creative Officer of Barrett and Welsh/Founding Member of POCAM

Justin Senior leads one of Canada's only black owned and operated media agencies. With over 15 years in advertising, he holds a master’s degree in communication and social justice and is a sitting member on the POCAM steering committee and Canadian Cancer Society Advisory Council for Prostate Cancer.