Beyond The Click: Marketing Leaders Shaping The Culture

Written by Dean Watkins

In this Q&A session, we'll take a closer look at Deutsch LA's Executive Vice President, Head of Advocacy and Communications at Aine House, explore the highlights of her 20-year career, and discuss her valuable insights on the boat. in the world of communication and advocacy as a black woman.

Dean Watkins. Did you want to go into marketing/PR when you were younger?

Ain house. I really wanted to be a TV news anchor. Next Katie Couric or Pat Harvey in my native Los Angeles. I earned a degree in Broadcast Journalism from USC and have always been interested in writing, storytelling and news. I decided that a career in radio broadcasting was not for me if it meant moving to a smaller market to start my career. The diversity and culture of Los Angeles is unmatched, and I knew I didn't want to move. I started taking public relations courses and interning at different companies, which allowed me to take the same skills I learned at J-school and apply them to brands, products, frameworks, etc. see what makes the story worthwhile. It helped a lot.

Do you see a big difference between the challenges that a young person today faces when starting out in this field and the challenges that you faced at the beginning of your professional career?

One of the biggest problems today is the lack of diversity. Black PRs make up just over 10% of PRs. Given that we dominate the cost index and are leaders in construction culture, that's a big difference. In reality, the people who control how we imagine and shape the world are not like us. Moving on, people on the ground often feel unsupported. In 2021, Digiday published an article about black women being marginalized and held to different standards than their male counterparts. Some progress has been made over the past ten years. Organizations like BPRS (Black Public Relations Society), ADCOLOR, and ColorComm have been formed to provide resources and mentorship to their members, companies have opened multicultural departments, and efforts have been made to recruit diverse voices, but much remains to be done. A more concerted effort is needed to develop and retain diverse marketing talent.

Another problem is the current state of the media. There have been several layoffs recently. That means fewer writers telling the story. This forces practitioners to tell the most compelling stories because there are not enough resources to cover all the stories being published. It's always been our business, but protecting earned media will be harder than ever.

What are the key skills/attributes you developed before entering the job market that contributed most to your career success?

I went to Inglewood Public School with black and brown kids until high school. I was accepted into a private independent high school that was predominantly white and affluent. Talk about culture shock. I wanted to go immediately. Mom said you should try it. It was probably the hardest thing I've ever done, but I stayed for four years, made lifelong friends, and motivated myself to never give up. And you know what? He changed my life and taught me to be patient

when things are awkward. Don't worry about others, embrace the process and trust God because He never gives you anything you can't handle.

For someone new to the industry, I think it would be helpful to have an idea of ​​what kind of work you're most excited about when you start working on weekends. I realized early on that I loved human-centered, community-centered, and empowering work. It was born out of love for my city and the desire to create equal spaces for the next generation. My advice is to use the basic skills you've already learned to pursue your passion and try to find an intersection between your passion and your career.

She works as a black woman in marketing.

Public relations/advertising in general is known to have a high turnover rate and is higher among African Americans; What was your North Star when you were navigating a tough industry?

It's an extremely fast-paced industry that can be very stressful, demanding, and sometimes thankless. Not to mention the unconscious biases we experience or the discrimination that is too emotionally and physically draining. Not surprisingly, black women are the fastest growing group of entrepreneurs in the United States, and this is directly related to creating a more equitable work environment. I'd say I'm an overachiever, not an overachiever. There is a difference. So if you underestimate me or constantly doubt me, I take it upon myself to prove you wrong. Now I may have bumps and bruises along the way, I may even shed a tear, but I will never let you win. My parents, grandparents, great-grandparents, the list goes on … they sacrificed a lot for me to give up.

Have you faced any unique challenges as a result of the intersection of your race and gender? If so, how did you deal with them?

While I can't say that any of my challenges are particularly unique, there are unfortunately a number of common challenges among black women. Lean In's recent Women in the Workplace study explains that women of color are still drastically underrepresented in corporate America. This is especially true of senior management. Only 1 senior executive is a woman, and only 1 in 20 is a woman of color. The study also shows that many women change jobs for better opportunities or leave the labor market altogether. There are 12 million women-owned businesses in America, and more than a third of them are run by black women. I believe that black women control their destiny as a means of survival, but also for their sanity. I was comforted to know that things were slowly changing for me and that I was a part of that change. I want to be an example to others and showing grace and strength is how I try to live my life.

How can young black women entering this space now develop what they need to succeed in marketing/PR? What would you advise them?

This piece is about relationships. Build them. In all the roles I've played up until today, I've had friends I can turn to to help someone write an introduction or give me advice on how to solve a problem. I'd like to add that it's a true two-way relationship where I do the same for them. Chances can be smelled a mile away. It's also important to have internal allies ... as the saying goes. "Surround yourself in a room full of possibilities, people who will speak your name." This is important. there are those who defend you and your ideas when you are not with you. Because honesty and benevolence play a big role in this business, because it is small, so you never want to break ties.

The agency works in a multicultural space.

Multicultural marketing has been used as a "catch-all" term to describe non-white marketing; However, marketing to different cultures can look very different under this umbrella; How does Deutsch LA ensure that the group is not viewed as a monolith?

We use data, insights and culture to create personalized campaigns for all our customers, including those with a multicultural focus. For example, many Taco Bell fans in the South Asian community love this dish because it is easily adaptable to a vegetarian diet and has a variety of flavors and spices. We thought it would be great to join this community to celebrate

Rakshabandhan is a ritual in a culture that values ​​the bond between brothers and sisters. We approached a South Asian jewelery designer to create a Rakhi dip bangle to share between siblings. This is a great example of how important it is to have people from different walks of life in the room who understand very specific cultures and cultural nuances.

How does your agency ensure that its messages are culturally relevant and relevant to different audiences?

Deutsch LA has some of the most talented people who are really into culture. We have multiple creative reviews and clearances to ensure our stories are current and complete. In addition, we have developed a robust casting process guide that provides our teams with inclusive principles and language, and addresses racist stereotypes and incidents in the media. We are also proud that these guidelines have been adopted by many of our customer partners, as it means we are aligned. We understand that it is our sole responsibility to showcase authentic stories. It is through this focus that we are able to help our clients' businesses grow.

How does your agency work with diverse communities and cultural experts to ensure the authenticity and accuracy of your agency's marketing efforts?

We are fortunate to have a talented strategic team at Deutsch LA who help us ensure that authenticity is at the heart of our marketing efforts. For example, earlier this year, Taco Bell celebrated its first legal marriage with an Indian couple in the Metaverse and in real life. Our team brings elements of a traditional Indian wedding to the virtual ceremony, including special attire, ceremony structure, traditional entrance and more. worked with them to secure access. While we have a high level of internal cultural competence, we do not shy away from engaging key thought leaders in their fields as needed. The goal is to create the best work for our customers, and we rely on the right partner to achieve this goal.

What successful multicultural marketing campaigns has your agency done in the past that you are proud of?

These days I think it's important to pay close attention to culture, especially if you don't target a particular ethnic group. As marketers, we focus primarily on lifestyle and cultural experiences. As a mom of two, our recent Walmart+ campaign was fun and really touched me. In the video, a diverse group including Janelle James, Cardi B, Jenny Slate and Stephanie Beatrice share their "mommy tips" to make motherhood a little easier. Although each has a different approach to motherhood, they emphasize the common experience of mothers regardless of their primary cultural background.

In addition to what we do for our clients, there are two really special community initiatives: Blackness in Full Bloom and Dorsey's Green Sauce.

Blackness in Full Bloom is our free four-week branding program . Develop diverse mindsets and marketing skills with the advertising and media professionals at Deutsch LA.

Last year, we partnered with Dorsey High School to introduce Dorsey Green Sauce, an avocado-based hot sauce created by students . This class project has evolved into a new business venture that allows students to learn the basics of marketing and advertising and serves as a unique social enterprise designed to empower students through entrepreneurship . We continue to help develop and bring to market advanced product designs. Posted February 2020 Dark Full Bloom supports black-owned small businesses with free advice and agency professionals mentor students through the creative process.

If these moments were not filmed, no one would believe it.