GREY IS FIRST TO CRAFT CREATIVE BRIEF WITH 3% MOVEMENT DIVERSITY LANGUAGE GREY IS FIRST TO CRAFT CREATIVE BRIEF WITH 3% MOVEMENT
March 29, 2018
NEW YORK, Thursday, March 29, 2018 – The 3% Movement – the advertising industry’s leading voice for gender equality and diversity overall – has teamed with Grey to launch “The Progress Brief” program, whereby the agency becomes the first network to include 3% Movement-approved diversity language in its creative brief.
The objective of the program is simple: as Grey creatives develop creative solutions, the ideas must include a respect for and a reflection of our diverse world and consumers – just as imperative as every other business objective on the brief. If the work doesn’t meet standards for respect of human diversity, it doesn’t advance. The hope is that diversity and fairness at the beginning of an idea ensures a creative product that makes a more positive, famously effective impact on the world. The language ensures the agency has a systematic, cultural kickstarter for discussions around diversity as it relates to the work – internally and in discussions with clients.
This only marks the beginning of the program, as the 3% Movement encourages all other agencies, of all sizes and specializations, to adopt certified language as part of their creative brief template. The goal is to get as many agencies as possible committed to creating work that accurately reflects the reality of our world, with respect and representation closer to the heart of creative concepts. Grey has launched the Progress Brief across the United States and is introducing the program to its worldwide offices.
“Rather than wait until work is produced and in the market to consider its inclusivity, 3% recommends that all agencies proactively remind creative teams about the value of unbiased depictions and inclusive casting at the inception of every project. We hope other agencies will follow Grey’s lead and launch Progress Briefs of their own,” says Kat Gordon, founder of The 3% Movement.d
“Grey is already very proud of its efforts to support diversity in all its creative solutions – and this is one more step forward, motivated by progress versus perfection. In fact, this is progress through reinforcement and recommitment,” says Debby Reiner, CEO of Grey New York. “Grey is honored to partner with the 3% Movement, and its powerful mission to help create progress for the larger creative community. Their guidance has been essential to unifying and directing our industry’s efforts.”
“This effort’s ambition is not to perfect every campaign; this is so we can try to be better than we’ve ever been in respecting people. We may still misstep, but we have focus for the right direction,” said Grey Worldwide Chief Creative Officer John Patroulis. “The 3% Movement is clear on how one-off programs are a band-aid; this marks a systematic recognition of respect for diversity in our work and culture. This is our stand for improvement.”
“A focus on diversity has become essential to inspiration and implementation of successful ideas, and placing respect for diversity at the core of the creative brief will ensure that our ideas draft off or drive culture in a way that is respectful to all” said Grey New York Chief Strategy Officer Jonathan Lee.
Grey is the advertising network of Grey Group, which is led by Michael Houston, Worldwide CEO. Grey Group ranks among the largest global communications companies. Its parent company is WPP (NYSE : WPP). Under the banner of "Grey Famously Effective Since 1917," the agency serves a blue-chip roster of many of the world's best known companies: Procter & Gamble, GlaxoSmithKline, Kellogg's, Pfizer, Canon, NFL, Marriott Hotels & Resorts, Nestle, Walgreens, Revlon, Applebee’s and T.J. Maxx. Grey was named ADWEEK's "Global Agency of the Year" for 2015. http://www.grey.com/
About The 3% Movement
Started as a passion project to spotlight a huge business opportunity in advertising -- the lack of female creative leadership and its impact on connecting with an overwhelmingly female marketplace -- the 3% Movement has grown exponentially since its 2012 launch and has hosted events in 22 cities globally. The 3% team offers consulting with agencies and brands to support more diverse leadership and a 3% Certified program that awards those demonstrating true leadership around gender diversity. For additional information about the 3% Movement please visit: http://3percentconf.com/.
# # #
Graham Nolan, Grey
Nancy Vaughn, The 3% Movement