The future of representation in adland

I’m banking on a future where advertising reflects the world we live in: rich in diverse perspectives, complex in representation, where creativity is not only deeply prized but is a business priority, and where we consume culture ethically, ensuring economic equity for its creators. 

When we hate ads, it’s because they are formulaic, complacent or pandering. We crave entertaining revelations - content that moves with unpredictable executions. As hard-sell ads lose their dominance to inspiring new forms, creativity and representation remain our most powerful tools for vibrant cross-cultural discourse. They serve as an antidote to AI’s automated thinking, to social media’s echo chambers, to homogeneity across myriad digital canvases. 

I’m banking on a future where advertising reflects the world we live in

Within on-line culture, there is a wealth of popular, creative expression that challenges reigning stereotypes and asserts more complex, intersectional identities: icons like Alok; social media “core” trends such as Aliyahcore; the video essayist Contrapoints; even Tiktok’s microfeminist ripostes are just a few examples. As advertising continues to redefine itself and embraces non-traditional contexts, the rich vernacular of niche subcultures inevitably find their way into commercial spaces. 

A thriving creative future in advertising largely depends on us reckoning with the current state of representation and the widely recognised algorithmic discrimination of AI. Out of the moral clarity and activism of 2020, we’re now seeing subdued efforts towards BIPOC leadership and representation in agencies and the hiring of diverse filmmakers. 

A thriving creative future in advertising largely depends on us reckoning with the current state of representation 

The stats are sobering: Black people represent 13% of the U.S. population, compared with 6-7% in advertising. Agencies like Crown + Conquer, which is independent, Black female founded and 99% diverse women, stands in the 10% of those not owned or run by white executives, according to 4A’s 2023 diversity report. While the industry remains predominantly white, it continues to profit off of Black cultural production, one of the most important drivers of the commercial economy. 

Looking forward, production companies that nurture unique voices and mentor underrepresented directors (who often understand the cultural conversation better than clients) will win by delivering the authenticity everyone demands. 

One of the most short-sighted ideas about underrepresented director talent is the presumption that they do one kind of work.

One of the most short-sighted ideas about underrepresented director talent is the presumption that they do one kind of work. Filmmakers are more multi-hyphenated than ever and bring so much to the table as ambassadors of theatre, gaming, social and tech, justice, fashion, clowning, and dance. This era of filmmakers shows us new ways of storytelling with life-perspective and wildly creative ideas.

There is no dearth of inspiration for a future where progressive advertising is invested in bold creativity, personal empowerment by technology (Ray-Ban Meta: Erykah Badu), and community building. 

There is no dearth of inspiration for a future where progressive advertising is invested in bold creativity

We’ve witnessed campaigns eclipse advertising-by-insecurity (Billie - Rules of Body Hair); celebrate embodiment (Nike - Dream Crazier), and promote agency in decision-making over our bodies (Julie - Your Friends With Benefits). The 'Fenty Effect' both revolutionised inclusivity and was a paradigm shift in the dynamics of brand ownership and cultural equity.