Arnold, CNN, Google, Microsoft Advertising, The Home Depot...

A special advertising section of

Awards Journal sponsored by Advertising Age

The 2009 ADCOLOR® Awards presented by: Arnold, CNN, Google, Microsoft Advertising, The Home Depot, Omnicom Group, One Club

SUNDAY, OCTOBER 4, 2009

OCTOBER 4, 2009 I ADCOLOR I 3

SPECIAL ADVERTISING SECTION OF ADVERTISING AGE

Jay-Z could not have created a more timely and

pitch-perfect soundtrack for AdColor. The archi-

tects of AdColor’s blueprint want no awards, need

no applause and receive no accolades; they simply

act on behalf of furthering the belief that diversity

creates not only innovation, but also limitless possi-

bilities. From the beginning, their only motivation has been

the industry’s opponents telling them what they could not

be—a catalyst for real change. Now their hard work and

unsung participation in AdColor’s mission have created a

foundation on which current and future generations of professionals of color have and

will build their dreams.

Hundreds of years ago, Napoleon Bonaparte said,“A leader is a dealer in hope.” That

line may have launched a thousand dreams, but the reality is that the true and everlast-

ing equality our society dreams of has had trouble getting off the launching pad despite

the best efforts of leaders, policy-makers and barrier breakers. A speaker at this year’s

4A’s Leadership Conference said that mobile has been the “next revolution for the last

eight years.” I argue that diversity in advertising has been the next revolution for the last

50 years.

The quiet revolution the AdColor Industry Coalition launched in 2005 has been

fueled very consistently by monthly coalition meetings, the impassioned award nomina-

tions submitted by proud companies, the hundreds of unbillable hours donated by

members of the AdColor Awards Steering Committee, the world-class contributions of

our diverse vendors and sponsors, the unique stories of success offered by our honorees

and, finally, the powerful network established not only among the Friends of AdColor

and alumni of The AdColor Awards but also the Facebook, YouTube, LinkedIn and

Twitter communities.

AdColor is the new hope dealer in the advertising, marketing and media industries.

During these uncertain times, President Obama has shown all of us that hope could

move mountains—or at least get you the possibility of being chiseled into one. My hope

is that AdColor will continue to etch new faces, stories and pathways to success into the

rocky history of our industries. At this year’s AdColor Awards, as in the past, stars will

be born. Let’s not only clap for them and the advertising, marketing and media indus-

tries that helped to create them, but also remind our Honorable Mention, Rising Star,

Change Agent, Innovator, Legend, MVP, One Club|AdColor Creative of the Year and All-

Star honorees that they are already home. ✰

PAGE 4: Building a New EraIt’s one thing to market a post-racial world,but it’s another to actually build and livein one. And build one we must, says KenWheaton, assistant managing editor ofAdvertising Age.

PAGE 6: AdColor Thank YouAdColor thanks the people who havemade the AdColor Awards a success forthe third year.

PAGE 8: Our SponsorsA look at the many companies supportingthis year’s AdColor Awards.

PAGE 10: The New AdColorAfter two years of success, the AdColorIndustry Coalition is expanding itsmandate—as well as its membership—to broaden its message, and its work,of inclusion in advertising, marketingand media.

PAGE 14: AdColor HonoreesThis year’s AdColor Awards honor 17individuals and three companies in sevencategories: All-Star, MVP, One ClublAdColorCreative of the Year, Legend, ChangeAgent, Innovator and Rising Star.

PAGE 16: Cristina SaraleguiMS&L WorldwideEgami Consulting Group

PAGE 17: Jimmy SmithPAGE 18: Ernest Bromley

Gilbert DavilaPAGE 20: Monica Gadsby

Sheldon LevyPAGE 21: Karla Gray-Mayers

Procter & Gamble Co.Edgar Sandoval

PAGE 22: Michele ThorntonAntoinette Zel

PAGE 23: Eduardo Dehesa-CondeGrace Hon

PAGE 24: Maria Lopez-KnowlesLaTanya Beauregard

PAGE 25: Joydeep DeyChristian Jackson

PAGE 26: Phil JacksonHonorable Mentions

Cover: Gary MackCreative Director, NBA

INSIDE“Thank you, thank you, thank you, you’re far too kind…hold your applause, this is your song, not mine.”

— Jay-Z, The Blueprint 3

Tiffany R.WarrenFounder, AdColor and the AdColor AwardsChief Diversity Officer, Omnicom Group

‘THIS IS YOUR SONG‘

ADCOLOR

4 I ADCOLOR I OCTOBER 4, 2009


Here we are, almost one full year

into the administration of

Barack Obama, and every corner

of the country—right down to

the advertising industry—is a

fireside circle of diversity.

OK. So not quite.

By now, I think even those who expected Barack

Obama to usher in a new, post-racial era in American

life (c’mon, you know there were a few of you) remem-

ber now that progress isn’t ever so easy. And that suc-

cess in one area doesn’t automatically lead to success in

another.

But there is a key lesson to be learned by comparing the

Obama campaign to the Obama administration. It’s one thing to

market a post-racial world, as Mr. Obama did to a certain

extent—and as we tend to do sometimes in advertising. It’s

another to actually build and live in one.

And build one we must.

Even if some question the value that the perspective of a

“wise Latina” might bring to the nation’s highest court, I don’t

think anyone in the advertising trenches would pass up a

chance to get a wider range of views involved at the ground

level on any and all marketing efforts. Such perspectives are not

only good for business, they have the added benefit of helping

to prevent some boneheaded mistakes. (One only need Google

the phrase “Texican Whopper” to see an example of one such

mistake—and be reminded that this phenomenon isn’t unique

to the U.S.)

So the work continues. You show up for work to crank out

killer creative for your agency and clients, doing your small part

and hoping that your own brand of wisdom seeps into the culture

of the agency as a whole.

The folks at AdColor do the same.

Tiffany R. Warren may have shifted from an

agency to a holding company (and may have

slacked off on her blogging for a certain publica-

tion), but she’s still at the helm of the AdColor

awards, steering the ship straight.

On top of community- and pride-building

efforts such as the awards show, AdColor is work-

ing in other areas. This year at Advertising Week,

the AdColor Coalition announced it would be

expanding into a full-fledged membership organ-

ization. That way, agencies, advertisers, media

organizations, research firms, production compa-

nies and associations can actively participate in

Coalition forums, events and task force meetings, “helping us to

build and share the knowledge and experience that will mean-

ingfully and sustainably advance diversity throughout the mar-

keting industry.”

Some, of course, will question the value of this work—saying

it’s not enough. More is needed, they say.

Maybe more is needed. I’ve always been quick to bang that

drum. But why is it that some of those who grouse about efforts

waged on behalf of diversity so often have a surplus of criticism

but a paucity of practical ideas? And why does the criticism

seem to so often be laced with an urge to tear down the efforts

of others?

I’ve probably mentioned it in this letter in previous years (and

I’ll continue to do so in the future), but one of the most inspira-

tional things about the AdColor Awards—and the Coalition’s

mission in general—is the insistence on reaching back and

pulling up those who come after you.

At its best, this is an industry of inspiration, and the AdColor

Awards show is nothing if not an example of the industry at

its best. ✰

Ken Wheaton is assistant managing editor of Advertising Age.

Jackie GhedineManaging Director, [email protected]

Angela J. CarolaDirector, Sales [email protected]

Karen EgolfEditorial Director,Custom [email protected]

Nancy GigesSection Editor

Kathleen BarnesChristine BunishJulianne HillKaty IngulliNancy Coltun WebsterWriters

Richard K. SkewsAssociate Editor

Barbara KnollCopy Editor

Hara AllisonArt Director

Jeanine DunnSection Design

Kate CostanzoProduction Manager

BUILDING A ‘POST-RACIAL’ WORLD

AdColor Industry Coalition

NANCYHILL, CO-CHAIRPresident-CEOAmerican Association of Advertising Agencies

BOB LIODICE, CO-CHAIRPresident-CEOAssociation of National Advertisers

Executive Committee

CONSTANCE CANNON FRAZIERExec VP-Corporate Programming and DevelopmentAmerican Advertising Federation

JIMDATRIPresident-CEOAmerican Advertising Federation

GINAGRILLOExecutive DirectorAdvertising Club of New York

CHRISTINEMANNAChief Operating OfficerAssociation of National Advertisers

LISA UNSWORTHChief Marketing OfficerArnold Worldwide

TIFFANY R.WARRENChief Diversity OfficerOmnicom Group

JOHNWEBBPartnerReed Smith

Awards Selection Committee

ALLISONARDENPublisherAdvertising Age

CONSTANCE CANNON FRAZIERExec VP-Corporate Programming and DevelopmentAmerican Advertising Federation

KIPP CHENGVP-Director of Public AffairsAmerican Association of Advertising Agencies

NANCYHILLPresident-CEOAmerican Association of Advertising Agencies

BOB LIODICEPresident-CEOAssociation of National Advertisers

CHRISTINEMANNAChief Operating OfficerAssociation of National Advertisers

SALLIEMARSSenior VP-Director, Creative Services & DiversityMcCann New York

DAVID PRINCEDirector of Training, Education & DevelopmentAmerican Association of Advertising Agencies

LISA UNSWORTHChief Marketing OfficerArnold Worldwide

TIFFANY R.WARRENChief Diversity OfficerOmnicom Group

JIMWHELANDirector of Talent & Agency RelationsAdvertising Age

MARK ZANGRILLIVP-Human ResourcesPublicis USA

Branding & CollateralSubcommittee

SALLIEMARS, CHAIRMcCann New York

GARYMACK,VICE-CHAIRNational Basketball Association

BENYASHBURNMcCann New York

ARCHIE BELLArnold New York

AARON BELYEAAlphabet Arm Design

MIKAL COOKMcCann New York

JOHNNGUYENMcCann New York

CHANDLER SIMMSMcCann New York

KENJI SUMMERSOMD

ERIC TAOMcCann New York

TONI THOMPSONMcCann New York

VICTORVELEZArnold New York

Awards SponsorshipSubcommittee

TIFFANY R.WARREN, CHAIROmnicom Group

ALEJANDROCLAIBORNECarat

RASHANAHOOKSA&E Television Networks

KAREN LISTThe New York Times

SCAFFORDG. SIMMONDS JR.Thomson Reuters

HILARYVARTANIANDig Communications and VWV Ltd.

CAROLWATSONTangerine-Watson

Event Planning & ProductionSubcommittee

MICHELLE NEWSON,CHAIROnederland Events

SEMHAR TESFAY,VICE-CHAIRSaatchi & Saatchi

SINGLETON BEATOJWT

CARLDESIRJWT

JOSÉ FERNANDEZDeutsch Inc.

FELICIA GEIGERDeutsch Inc.

CHADGERMANNRed Circle Agency

LILLI HIGGINSArnold New York

DARLA PRICESaatchi & Saatchi

CHRISTENA PYLEOgilvy & Mather Worldwide

TONI THOMPSONMcCann New York

LINDENWHITEArnold New York

MEGHANWINSTONDeutsch Inc.

NAVAYESHOALULGoogle Inc.

Host & All-Star SearchSubcommittee

CHIQUI CARTAGENA, CHAIRLatino Boom!

MARCUS JIMENEZ,VICE-CHAIRHuemanitas

SAIDAHNASHReuters Media

MIKE SCOTTMPIRE Management

SUMITA SINGHThomson Reuters Markets

MICHELE THORNTONCNN

PR & OutreachSubcommittee

SAPTOSA FOSTER, CHAIR135th Street Agency

SHANTE BACON,VICE-CHAIR135th Street Agency

DIANAHILSONBlack Enterprise

KENJI SUMMERSOMD

Nominations & CriteriaSubcommittee

MARK ZANGRILLI, CHAIRPublicis USA

DARLA PRICE,VICE-CHAIRSaatchi & Saatchi

ALVAROCIFUENTESDAS Latin America

CARLDESIRJWT

TARA J. GARCIAArnold New York

FELICIA GEIGERDeutsch Inc.

CAROLWATSONTangerine-Watson

AdColor.org Subcommittee

CHRISMONTGOMERY, CHAIRMr.Youth

KINNEY EDWARDS,VICE-CHAIRTribal DDB

MICHELEARINITribal DDB

TRACEY COLEMANOgilvy Interactive

JESSICAHARTLEYSapient

Admusic CompilationCD Subcommittee

AKINTAYOADEWOLE, CHAIRAkande Music+Publishing

GAIL A. BROOKSMKTG

MIKEA. SCOTTMPIRE Management

ANGEL SUAREZDisney ESPN Media Networks

Alumni Outreach Subcommittee

KARL CARTER, CHAIRGTM Inc.

KEMBO TOM,VICE-CHAIRGTM Inc.

ALVAROCIFUENTESDAS Latin America

JULIUS DUNNThe One Club/Adversity

RUDYDUTHILRD Global Enterprises

SEMHAR TESFAYSaatchi & Saatchi

Special Projects

HASSANKINLEYHassan Kinley Photography

KIRSTENMAGWOODP.O.P. Media

ERNESTMONTGOMERYErnest Montgomery Group

TODDTRIPLETTFreeDMC

AN ADCOLOR THANK YOUI humbly thank the AdColor Industry Coalition, the 2009 AdColorAwards Steering and Selection committees and our exclusive trademedia, presenting, friend, in-kind sponsors and preferred vendors foryour selflessness, unwavering dedication, time and financial support.

The third and most exciting chapter of the AdColor story has beenwritten. It reads: The tireless work of nine founding coalition members;64 volunteers; 48 sponsors; 104 nominees; and 20 honorees helped con-tinue a movement that is entering its most important phase.

Tiffany R.WarrenChair, AdColor Awards Steering Committee

ADCOLOR



Better advertising through science.Presenting the Uni ed Theory of Advertising. You have great digital ideas. The hard part is what comes next. That’s where we come in. We work with you to make sure it all comes together: experiences and platforms, the right people and the right message, and the data you need to make sense of it all. Hey, we should get together.

Microsoft Advertising and MSN Latino proudly support the AdColor Awards and congratulates all of the 2009 honorees.

You dream it. We deliver it.

®®



ADCOLOR

2009 ADCOLOR SPONSORSPRESENTING SPONSORS EXCLUSIVE TRADE MEDIA SPONSOR

GHETTO FILM SCHOOL SPONSORS

IN-KIND SPONSORS PREFERRED VENDORS

Worldwide

FRIENDS

Hassan Kinley Photography

P.O.P. Media

Hassan Kinley Photography

P.O.P. Media

dieste

Congratulations, Jose Fernandez.Honorable Mention, Rising Star

Thank you for leading the way!The Walt Disney Company congratulates

all recipients of the 2009 Ad Color Awards.

Congratulations!

© Disney

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Gary Mack never imaginedthat a Facebook reconnec-tion with a high schoolclassmate could changehis life so dramatically.But after catching up on20 years over lunch with

his classmate, it didn’t take long for Mr. Mackto spend most of his free time contributing hiscreative talent to a cause that has become hispassion.

Mr. Mack, creative director of the NationalBasketball Association, and his classmate, TaraGarcia, a creative manager at Arnold, NewYork, discovered on Facebook that they wereboth in advertising. An AdColor volunteer,Ms. Garcia introduced him to the organiza-tion’s founder, Tiffany R. Warren, who soondrew him—as she has so many others—intothe AdColor world.

Since last October, Mr. Mack has con-tributed more than 300 hours to developing a

strong visual brand identity and style guide,along with creative and collateral material, forthe ad industry coalition dedicated to inclu-sion.

The work of a cadre of volunteers such asMr. Mack has propelled AdColor into the fore-front of raising awareness of what the adindustry is doing about diversity. The AdColorIndustry Coalition—the inspiration of Ms.Warren, chief diversity officer of OmnicomGroup—is a cross-industry grassroots collabo-

THE NEW ADCOLORCoalition expands its mandate to broaden diversity awareness By Nancy Giges


The 2009 AdColor AwardsBranding & Collateral Committee

ration of the Advertising Club of New York,the American Advertising Federation, theAmerican Association of Advertising Agencies,Arnold Worldwide and Omnicom Group.

What started with 15 volunteers on theAdColor Awards Steering Committee fiveyears ago has now expanded to 64. The num-ber of advertising, marketing, media, PR anddesign companies donating money and timehas grown to more than 100, and the numberof sponsors from 30 to 48.

AdColor initially focused on raising aware-ness through an annual awards show celebrat-ing the accomplishments of outstandingdiverse professionals and now plans to extendthe magic of that one night throughout theyear. In the past year, AdColor has continuedto build community by launching groups on

Facebook and LinkedIn, as well as postingexpanded profiles of AdColor honorees to theorganization’s Web site. These offer an inspir-ing look into the ways these individuals arecontributing to their professions.

Now, to extend its reach and encompasseven more individuals and companies,AdColor is becoming a membership-basedorganization, inviting companies and individ-uals to play a more active role in its operations.

“We’ve done a lot of good work to engageand create a lot of passion among individuals,especially through the efforts of Tiffany[Warren],” says Bob Liodice, president-CEOof the Association of National Advertisers,who will serve as the first co-chair of the newstructure, along with Nancy Hill, president-CEO of the Four A’s.

Networking and a social connectionMr. Mack is a model example of the peoplecharmed by the AdColor spirit. “I’ve bene-fited from my association,” he says. “It’s notjust networking, but to have that socialconnection with people who are doingwhat you’re doing—it feels good, and it’sfun and it’s important to me as an African-American man.”

As AdColor moves from being an ad hocgroup with a limited scope to a more formalorganization with a broader agenda,Mr.Liodicesays the goal is to be the most inclusive oppor-tunity available so everyone can join the cause.

The annual membership fee for companiesis $5,000 and for individuals, $200.Along withrotating co-chairs, there will be an executivecommittee consisting of founding membersand other individuals, and Ms. Warren willserve as chief branding officer, maintainingand growing the AdColor brand as she hassince its start.

The organization’s new initial activity willbe promoting and publicizing what is takingplace related to diversity within the industryin order to develop diversity managementbest practices and make the industry and oth-ers aware that there is quite a bit happening.CooperKatz & Co., New York, which handlesPR for the ANA, has been hired as PR agencyfor AdColor.

“We’ve come to recognize that we have toactively engage the whole industry,” says Mr.Liodice. “We [want more people and compa-nies involved] in advancing this mission in

order to become more effective, embracingbroader principles and ideals. That will makeour objectives easier and address the issuesthat have been raised by the marketing com-munity’s critics.”

There has long been the understanding ofa need to change and improve diversity with-in the advertising and marketing community,Mr. Liodice says. For many, it’s simply goodbusiness in order to reach audiences that areincreasingly diverse.

“Everybody is really ready for somethinglike this,” says Sallie Mars, chair of theAdColor branding and collateral committeeand senior VP-director of creative servicesand director of diversity initiatives at McCannErickson.

For many of the honorees, the recognitionhas encouraged even bigger dreams. For ChadGermann, president-CEO of Red CircleAgency, Minneapolis, who was named aChange Agent in 2008, the honor “opened adoor into a world that I never imagined I’dparticipate in—the world of big New YorkCity agencies with international reach.”

Mr. Germann says his life now includes allthe things ad agency people dream of—thebig clients, talented partners, exotic projects,industry-changing business ideas and adven-ture.

“Hey, I’m a small-town Native Americankid from northern Minnesota,” he says. “Icame up working in my tribe’s casino market-ing department. I started my agency withnothing more than a dream to make a livingproviding advertising work for a few casinosin Minnesota. I never thought to do more. …It’s exciting for a kid like me.”

'Incredible opportunity'Another 2008 honoree, Angel Suarez, brandmanager at Disney ESPN Media Networks,New York, marvels at the“incredible opportu-nity” that comes with an AdColor award,allowing young honorees to make a signifi-cant impact on the success of their compa-nies. “One thing that stuck with me,” he says,“is the motto of ‘rising up while reachingback.’ I think this is especially important forthe category of the award I received, the RisingStar award. As a leader at [the coordinator,manager, director] level, the ability to rise upto senior-level management while reachingback to build on the strengths of colleagues is




gratifying, and I am blessed to work with col-leagues who strive to make one another betterevery day.”

The new AdColor structure and missionwill shine a spotlight on such activities, formalor informal, by acting as an information andpublicity center for all industry programs andevents, whether organized by associations orindividual companies. Says Mr. Liodice, every-thing the industry has done, such as the AAF’sMosaic Center and awards and the Four A’sMulticultural Advertising Intern Program(MAIP), has been strong—but “siloed.”

One expanding diversity program is atMcCann, which rolled out an online trainingcourse to all North American offices in the pastyear. More than 90 percent of employees havetaken the course. “We are changing thinkingand changing behavior. It makes you thinkabout things that you wouldn’t ordinarilythink about,” Ms. Mars says.

Another program designed for the VP leveland higher at all McCann Worldgroup compa-nies addresses the messages created by all dis-ciplines and “how to avoid some of the pot-holes that exist. Sometimes people do an adnot realizing that it will offend a certain seg-ment of the population because they don’thave that awareness; or sometimes they try toaddress a certain segment and they miss by amile because they aren’t in tune with the seg-ment,” she says.

For digital agency Tribal DDB Worldwide,diversity has been on the agenda for more thana decade. “Our consumer targets on behalf ofour clients generally are a bit younger, so weobviously are very heavy in the teen and youngadult segments. These include large African-American, Asian-American and Hispanicaudiences, all not only large users of digitalspace but forward-leaning and leading-edgeadopters of this technology,” says PaulGunning, CEO of Tribal DDB Worldwide.“Byfocusing on that talent base, we are reflectingwhat we do for our clients and the consumer.”

Since 1998, the agency has underwritten theBill Bernbach Diversity Scholarship programfor art directors and copywriters, which hashelped about 45 students to date. “We make abig effort to hire those applicants when we can,and we’ve sourced a lot of talent from it,” Mr.Gunning says.

In addition, the agency looks for diverse tal-ent that fits the organization and that is “the

quality that we expect of all of our employees,”he says. “That allows us to do the best work,and that’s what it’s all about.”

Diversity as business imperativeCNN is another organization where diversityis a business imperative.“We feel the spirit hasalways been here because of the nature of whatwe are, who we are and how relevant we are,”says Greg D’Alba, exec VP-chief operating offi-cer, CNN Ad Sales & Marketing. “We have asaying here: ‘We are what we air.’ Our pro-gramming reflects diverse audiences and per-spectives that establish credibility.”

Mr. D’Alba says that going back 10 or15 years, news served a niche community

and attracted only two or three categoriesof advertisers. Now, as programming hasbecome more diverse, it appeals to amuch more diverse audience. To presentthe expanded content to advertisers andagencies, CNN put together a team calledCNN Advantage. The team not only rep-resents the multicultural content tomainstream marketers and agencies butalso calls on agencies and creative shopsdeveloping advertising targeting theseaudiences.

Getting hooked on AdColorOnce companies get involved with AdColor,they are hooked. Google has been involvedsince the beginning and has been a returningsponsor ever since. Nava Yeshoalul, a Googlerecruiting specialist, says AdColor has openedall sorts of doors for her and for her company.That has led to new partnerships, broader net-works and to building “a pipeline of profes-sionals in advertising, marketing and media,”she says.

“We’ve been able to expand the Google brandamong Hispanics and the African-Americancommunity particularly,” Ms.Yeshoalul says.

This year, Google established a new pro-gram offering eight to 10 AAF Mosaic Alumniand Friends Association members an oppor-tunity to be mentored by a Google employeefor six months. “That we are able to connectwith industry leaders responsible for runningprograms such as MAFA is immeasurable,”shesays.“That probably would not have happenedwithout the access of AdColor.”

Now, with its new mandate, AdColor willaddress a “major gap … coming forward witha singular voice,” Mr. Liodice says. “Our voiceshave been fragmented. [Each organization andcompany has] its own unique agenda items—and they are all important, all appropriate andvery responsible. We are trying to unify thestories, case histories, best practices and learn-ings so that we can elevate this at a faster rateand make the industry, and the critics and theadvocates all aware of what is taking place.”

Ms. Mars does not believe the ultimate goalis that far away. “Within five years’ time, thewhole industry, will look a lot different,” shesays.“All the people we are hiring and trainingright now are going to be productive and takethose senior management jobs. We are just afew years away from that.” ✰

“It’s not just networking,but to have that socialconnection with peoplewho are doing what you’redoing—it feels good, andit’s fun and it’s importantto me as an African-Americanman.”

—Gary Mack, creative director, NBA

The 2009 AdColor.org Committee

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ADCOLOR


HONOREESThe AdColor Industry Coalition is honoring 17 outstanding professionals at all levels as wellas three companies in marketing, advertising and media in the third annual AdColor Awards.

The awards recognize outstanding performances in seven categories: All-Star, MVP, One Club|AdColor Creative of theYear, Legend, Change Agent, Innovator and Rising Star.

Through hard work and efforts such as those of the AdColor Industry Coalition, the advertising, marketing and mediaworld is becoming more inclusive. As demonstrated by the stories of this year’s AdColor honorees, the move toward amore diverse workplace is gradual, but it can be satisfying.

This year’s legends say they are seeing a definite move toward inclusion in the workplace—one that mirrors thechanges in American society. Says Gilbert Davila, VP-global diversity and multicultural market development for WaltDisney Co., “We’re moving to a process of integration within the fabric of the business. What was once a multiculturalpoint of view can become embedded and ingrained in everything we do to ensure our efforts reach our target audience.”Adds Ernest Bromley, CEO of Bromley Communications: “It’s all about performance now. There’s no question that peopleof color can perform—and outperform—each other and bring the richness of our ethnic backgrounds into this industry.”

To address disparities in the business, the AdColor Industry Coalition was formed in 2005 when a group of advertis-ing, media and marketing executives met to discuss ways to increase diversity in their fields. The coalition also wantedto establish a forum for honoring individual accomplishments and to perform industrywide research.

While the coalition is now expanding its mission, the AdColor Awards remain a key part of its effort to raise aware-ness of diversity within the industry. The awards were created as a way to provide role models for people of diversebackgrounds who want to succeed in advertising, marketing and media. As the following profiles show, success cancome in many ways. Here, this year’s winners offer their stories of how they got into the business, why they stayed andwhat advice they have for others.

ADCOLOR



Legend Monica Gadsby Change Agent Karla Gray-Mayers

Rising Star ChristianJackson

Rising Star Phil JacksonInnovator Grace Hon

Rising Star LaTanyaBeauregard

Legend Ernest Bromley Innovator Eduardo Dehesa-Conde

Rising Star Joydeep DeyLegend Gilbert Davila

Legend Sheldon Levy Innovator Maria Lopez-Knowles

Change Agent Procter &Gamble Co. and EdgarSandoval

All-Star Cristina SaraleguiMVP MS& LWorldwideEgami Consulting Group

One ClublAdColorCreative of the YearJimmy Smith

Change Agent MicheleThornton

Change Agent AntoinetteZel

MVP I MS&L WORLDWIDE ANDEGAMI CONSULTING GROUP

MS&L Worldwide, part of Publicis Groupe, gets a lot of offers for part-nerships, but when Teneshia Warner Jackson showed up on MS&L’sdiversity marketing radar, the agencies found a match made in heaven.

Ms. Jackson is the founder and chief creative officer of Egami ConsultingGroup, an African-American marketing firm specializing in linkingbrands to urban consumers. And for Jim Tsokanos, the North Americanpresident of MS&L, a global network of PR consultancies with clientsseeking to target many constituencies, the relationships Ms. Jackson andEgami have with urban musicians and other organizations are invaluablein reaching urban consumers.

The combination of MS&L’s global reach and vast capabilities andEgami’s strong diversity credentials provide clients and consumers withinnovative diversity brand experiences.

For Procter & Gamble Co., the agencies partnered to launch a recordlabel, TAG Records, named after the marketer’s TAG Signature Seriesbody spray to give the brand an authentic urban voice. The labellaunch—using music, celebrities and community action—sparked salesof the body spray. An important element is a philanthropic partnershipamong TAG, Russell Simmons’ Hip-Hop Summit Action Network andthe National Association for Equal Opportunity in Higher Education tocreate the TAG National Make History Grants Program, recognizingextraordinary accomplishments of select urban students.

The agencies again partnered to support Moet Hennessy USA’sHennessey 44 cognac, a special-edition bottle honoring the inaugurationof President Barack Obama. The signature bottle resonated with itscore 21-to-29-year-old urban audience by combining social media, PRevents and commemorative packaging to send the message that dreamscome true.

Most recently, the agencies were in Chicago with actor-rapperLudacris for Heineken’s Red Star Soul to present the beer brand as for-ward-thinking.

Mr.Tsokanos says the access that Egami brings gives his agency an impor-tant advantage. Says Ms. Jackson: “You are going to see MS&L act as aleader in giving urban culture a voice and in giving feedback to brands.”Mr. Tsokanos concurs.“We have to reflect what’s happening in the world.If we are going to be a global agency and represent different markets fordifferent people and voices, then we need an authentic look and feel.” ✰

—Nancy Coltun Webster

ALL-STAR & MVP


ALL-STAR I CRISTINA SARALEGUIHost and Executive Producer, “The Cristina Show,” Univision

Celebrating 20 years on the air ashost and executive producer of “TheCristina Show,” Cristina Saralegui isa 30-year veteran journalist and oneof the most influential role modelsfor Hispanic women today. After 12Emmy Awards and 4,000 shows, herprime-time talk show, which airs onUnivision, remains one of the high-est-rated programs on Spanish-lan-guage television.

Ms. Saralegui is also CEO of a mediaand licensing empire and an ardent

social activist, especially in the field of AIDS awareness and educa-tion among Hispanics.

Media is in Ms. Saralegui’s genes: Her grandfather, Don FranciscoSaralegui, founded several publications in Cuba before the familywas forced to flee to Miami in 1960 when she was 12. She internedat the Spanish-language magazine Vanidades, quickly moved up inthe ranks and was named editor in chief of Cosmopolitan enEspañol at the age of 33.

At that time, Ms. Saralegui received what she calls “the wisest advice”from her then-boss, Guillermo Bermello.

“He didn’t pull any punches, which I loved because I am the sameway,” she says. “He told me, ‘Prepare yourself because you are theeditor who worked her way up from the staff. The people who wereyour friends are now your employees. You cannot be both boss andfriend to an employee. This is going to cost you your friendships.You are a very popular person and everyone likes you. From now on,though, it will seem as if you walked into a shooting gallery and youare the duck!’ ”

“Everything he warned me about happened,” Ms. Saralegui recalls.“Within a year I hadn’t a single friend at work. I learned that you can-not be a friend to your employees. You can be good to them and fair,but you must earn their respect or they will take advantage of you.”

Under the banner Cristina Saralegui Enterprises, Ms. Saralegui andher husband and manager, Marcos Avila, have built a media compa-ny housed at their Blue Dolphin Studios, a cutting-edge TV produc-tion facility in Miami.

Her personal style has also inspired the Casa Cristina Collection ofhome furnishings and a home decor partnership with nationalretailer Kohl’s. ✰

—Christine Bunish



ONE CLUB|ADCOLOR CREATIVE OFTHEYEAR I JIMMY SMITHGroup Creative Director, TBWA\Chiat\Day, Los Angeles

When a recruiter in 1985 at Campbell-Ewald in Warren, Mich., abruptly ended ajob interview for a junior copywriter posi-tion with Jimmy Smith, it opened his eyes.“She had my portfolio. She saw my workand called me in,” he says. “It became obvi-ous that she didn’t know I was black until Iwalked in. Then she didn’t want to talkabout the job. It blew me away.”

That didn’t stop Mr. Smith from pursuing his dream of working inadvertising. He persevered, and is now group creative director atTBWA\Chiat\Day, where he developed unconventional advertising forGatorade’s “That’s G” campaign, including TV spots directed by SpikeLee that featured world-class athletes of all ages and ethnicities as well asa sports and entertainment network, missionG.com.

It’s that kind of breakthrough work that earned the 47-year-old Mr.Smith honors at Cannes and the Clios, as well as his being named thefirst-ever One Club|AdColor Creative of the Year.

Throughout his career, Mr. Smith has cleared hurdles that were beforehim. During two stints (1985-86 and 1990-91) at Burrell Advertising, aChicago agency specializing in the African-American market, he faced adifferent kind of resistance. “I worked on a campaign for the McDLT. Itwas the first man meeting the first burger of its kind. McDonald’s lovedit, but the issue was that ‘It’s not black enough,’ ” he says. “It was some-thing that could play in the general market, but we were pigeonholedinto doing what makes something black or not.”

At other agencies, he confronted clients who considered hip-hop toourban and black for a general market. “I needed to find a place [where]no one looked at it as a black or white thing,” he says.

That place was sports. His work on Nike at Muse Cordero Chen (1991-94) brought him to the attention of Wieden+Kennedy, where he served,beginning in 1994, as the agency’s first black copywriter. There, Mr.Smith’s creative sensibility helped him develop Nike’s hip-hop“Freestyle” basketball spot as well as the street-smart “Book of Dimes”campaign featuring athlete LeBron James and comedian Bernie Mac.

Beyond the ad industry, Mr. Smith has written two books, a graphicnovel and a documentary about basketball, as well as created a videogame and started a sports apparel company. ✰

—Julianne Hill

ONE CLUB|ADCOLOR CREATIVE OF THE YEAR

Your dedication to innovation has helped light the way to a brighter future.

¡Felicitacioneson your award!

Eduardo Dehesa-CondeSVP, Group Creative Director

ADCOLOR® Innovator Recipient

LEGEND I GILBERT DAVILAVP-Global Diversity and Multicultural Market Development,

Walt Disney Co., Burbank, Calif.

Gilbert Davila started deliveringnewspapers when he was 12. By thetime he was 16, he was carrier ofthe year.

Now at Walt Disney Co., he rec-ognizes that his passion for mar-keting began in those newspaper-slinging days.

It also presaged a rapid climb up acareer ladder from what Mr. Davilacalls “incredibly enriching” salesand marketing roles at Coca-Cola

USA and Procter & Gamble Co. to VP-marketing at Sears, Roebuck &Co. and, finally, to Disney in 2003 as VP-multicultural market develop-ment. (The global diversity role was added to his title a year ago.)

Mr. Davila humbly honors mentors and executives all along the waywho nurtured his desire to explore the multicultural market and to thinkoutside the box. He credits the higher-ups in those companies with nur-turing his drive: “The people I worked with were intelligent individualswho wanted to build their businesses. They provided me with theopportunity to demonstrate what we could do in approaching multicul-tural markets.”

The streets of Brooklyn, where he sold P&G brands early in hiscareer, were the perfect training ground for the Puerto Rico-bornsalesman. “I could see the mosaic, the multicultural artwork thatNew York was. I knew there were many cities throughout the U.S.that were experiencing the same cultural shifts; yet I had the feelingthat major marketers weren’t marketing to the multicultural seg-ment in relevant ways that were really going to result in sales,” Mr.Davila says.

Twenty years later, at Disney, Mr. Davila finds that marketing tomulticultural segments has matured. “Changes in acculturationlevels, consumer sophistication, technology, more options andmore media channels have made marketing to multicultural seg-ments more complicated—and a heck of a lot more exciting,” Mr.Davila says.

Yet he says he sees a day when multicultural marketing may becomeunnecessary.“We’re moving to a process of integration within the fabricof the business,” he says. “What was once a multicultural point of viewcan become embedded and ingrained in everything we do to ensure ourefforts reach our target audience. I believe that is a direction we shouldall strive to achieve.” ✰

—Kathleen Barnes

LEGEND I ERNEST BROMLEYChairman-CEO, Bromley Communications, San Antonio

Ernest Bromley thought hewas headed for a career as apolitical operative, analyzingattitudes and motivation inLatino voter behavior.

A prescient friend who recog-nized the early trend to a bur-geoning U.S. Hispanic popula-tion persuaded young Mr.Bromley that a career in mar-keting to that group wouldtake him further.

So armed with a fresh MBA, the New York-born son of a Canadianfather and Puerto Rican mother joined San Antonio Hispanic agencySosa & Associates in the early 1980s. Recognizing that the growingHispanic population would forever alter the culture of the U.S., Mr.Bromley, now 58, developed a unique multitiered approach to theHispanic consumer: “Hispanic immigrants who did not speak anyEnglish, Latinos who spoke not a word of Spanish and those who spokea strange dialect called Tex-Mex that at the time I couldn’t understand.”

By targeting all three of those groups as well as some subgroups, Sosa—with Mr. Bromley rising to its chief operating officer—found success.“[Multicultural marketing pioneer] Lionel Sosa was a wonderful men-tor and colleague,”says Mr. Bromley.“Between us, we used our accultur-ation philosophy to better convey our message.”

By 1989, the ad agency had been named Hispanic agency of record forAnheuser-Busch Cos., Burger King Corp., Coca-Cola USA and otherprize accounts. Over the years, the agency’s name was changed to reflectthe involvement of several different partners, including Mr. Bromley,and evolved into Bromley Communications in 1997.

Now as chairman-CEO of Bromley, one of the nation’s leading Hispanicagencies, Mr. Bromley predicts that the populations of Texas and sever-al other large states will become majority Hispanic in the next decade.“The 2010 census may show we already have a Hispanic majority inCalifornia,” he says. “All of us in the marketing and communicationbusiness are going to be faced with a marketplace that is redefining cul-ture and language,”adds the man who calls himself an American Latino,part of a rich Hispanic heritage that includes a vast array of skin colorsand ethnic backgrounds.

Thankfully, says Mr. Bromley, there is no longer a racial stigma for thoseentering the industry. “It’s all about performance now. There’s no ques-tion that people of color can perform—and outperform—each otherand bring the richness of our ethnic backgrounds into this industry.” ✰

—Kathleen Barnes

LEGENDS



Good things really do come in threes.

Congratulations to Grace, Maria and Toni — you make us proud.

Toni ThompsonMcCann Erickson

Maria Lopez-KnowlesMRM Worldwide

Grace HonWorldgroup Retail

LEGEND I MONICA GADSBYCEO, SMG Multicultural, Chicago

Monica Gadsby grew up in threecountries, speaks five languagesand carries two passports—mak-ing her the ideal trailblazer formulticultural marketing.

Born in Brazil, the now-CEO ofSMG Multicultural moved toBrussels for high school, then toTexas for college.

“I grew up forced to look at dif-ferent ways of thinking and act-ing and embracing the world as a

whole,” Ms. Gadsby, 44, says. “Did I know this would be a careerpath for me? Absolutely not.”

Two years into a liberal arts program at the University of Texas, Ms.Gadsby “got the American bug” and pursued a second major in adver-tising. The cachet of joining Leo Burnett Co. and a job as a media plan-ner and buyer pulled her to Chicago after graduation. Two years later,her language skills earned her an invitation to help create Burnett’sgroundbreaking Hispanic unit (in 1987) to develop opportunities forProcter & Gamble Co. in the growing, yet underserved market.

This set Ms. Gadsby’s career path for the next 20 years. She helpedbuild Burnett’s—and later Starcom’s—Hispanic media operationsinto one of the largest in the country. That success encouragedStarcom to found Tapestry in 2000 and extend the same philosophyto other ethnic groups, such as Asians and African-Americans.

Since the early 1990s, the marketplace has grown more sophisticat-ed, she says. Advertisers now realize multicultural marketing meansmore than creating a campaign in a different language, and theyunderstand the importance of creating nuanced campaigns, sheadds. For instance, clients must now consider their target market’scultural assimilation and country of origin.

“Particularly as these populations gain in numbers and importance,things cannot be one-size-fits-all,” Ms. Gadsby says.

She oversees two of SMG Multicultural’s companies, Tapestry and42 Degrees. Currently, she’s conducting research with communityleaders such as priests, doctors, authors and teachers to gain theirperspective on the diversity inside their ethnic communities. It allcomes naturally to Ms. Gadsby. “By growing up as a global citizen, Ihad an appreciation of people of different colors and interests,” shesays. “Now, I make everyone aware of the good in any culture andbeauty in every people.” ✰

—Julianne Hill

LEGEND I SHELDON LEVYExec VP-Deputy Director of Broadcast Production,

Saatchi & Saatchi New York

Sheldon Levy arrived on MadisonAvenue at the end of the “Mad Men”era as one of the Four A’s first MAIP(Multicultural Advertising InternProgram) interns. Looking back 30years, he says there were more peo-ple of color working in the indus-try’s creative offices then than now.

Today, as exec VP-deputy directorof broadcast production for Saatchi& Saatchi, Mr. Levy makes it hisbusiness to attract a pool of diversetalent. “I’ve been nurtured in a

unique place,” he says of his 25 years at Saatchi.

However, Mr. Levy, 57, credits Jim deBarros of Doyle Dane Bernbachfor launching his career. “I learned to love advertising [at DDB]. Jimmade me a whole cloth. He didn’t just hire me, he mentored me,” Mr.Levy says.

Today, Mr. Levy’s pet projects include Saatchi’s sponsorship ofthe Nothing Is Impossible Producer’s Award that supports aspir-ing and established African-American filmmakers as part of Run& Shoot Filmworks’ annual Martha’s Vineyard African-American Film Festival.

He believes the ad industry needs to discover more people of color,and people of color need to discover advertising. “Every film schoolkid knows who [movie director] Spike Lee is. None of them knowswho Sheldon Levy is, but some have talent related to what we do,”Mr. Levy says.

He sits on the board of Streetlights, a Los Angeles program thattrains disadvantaged individuals to be production assistants.Saatchi hires two Streetlights workers for every Los Angeles TVproject and he’s still active in the MAIP program. “I’ve made itmy business to work with young people. … I’m beginning to seesome of that bear fruit,” Mr. Levy says, mentioning with pride@Radical Media’s director Dennis Liu, honored as a first-yearAdColor Rising Star while working as an assistant producerat Saatchi.

When Mr. Levy counsels young professionals, he tells them to workon their writing skills to sell their point of view and to develop goodrelationships with their parents to build a foundation of support ina tough business. His personal solar system revolves around his wifeof 27 years and their two children. ✰

—Nancy Coltun Webster

LEGENDS




CHANGEAGENT I KARLAGRAY-MAYERSVP-Director of Supplier Diversity, BBDO New York

“Any role in diversity is not easy,”says Karla Gray-Mayers. “Youhave to have a passion for it.”

Ms. Mayers, VP-director of sup-plier diversity at BBDO, NewYork, who has been spearhead-ing diversity for a good part ofher career, definitely does.Initially working in retail buyingand store management, she did-n’t learn about vendor diversityuntil she moved into the sportsarena and interviewed withMajor League Baseball’s WendyLewis, who remains a mentor.

“She got me really excited about a program they were institutingthat married my buying and procurement with something I couldrelate to as an African-American woman who had worked withsmall businesses in the past. Until then, I had no clue that supplierdiversity existed,” she says.

Ms. Mayers, 35, served as supervisor of quality control at MajorLeague Baseball until 2005, when she joined the U.S. TennisAssociation as diversity coordinator.

But supplier diversity comprised just part of her work, and she waseager to take on a position “100 percent dedicated” to the field.When BBDO structured a supplier diversity program that didn’trequire prior agency experience, she sought and won the job.

Today she works with all departments within BBDO New York toincrease and develop external business relationships with minority-and woman-owned suppliers, and also manages the agency’s clientrelationships with respect to supplier diversity.

The latter is “heating up,” she says. “Supplier diversity is a hot topicnow. Two years ago we reported to three clients; now, we’re upto seven.”

Ms. Mayers says she and her counterparts at other agencies andclient organizations aren’t letting the nationwide recession slowtheir efforts. “We don’t accept the recession. We’re operating as wealways have.

There are a lot of resources out there, and funding is available tosmall businesses. It’s a great time from the corporate end to makethat leap to supplier diversity. Go for it!” ✰

—Christine Bunish

CHANGEAGENT I PROCTER&GAMBLECO.AND EDGAR SANDOVALGeneral Manager-North America Marketing, Procter & Gamble Co.,

Cincinnati

Winning with the multicultural con-

sumer is a high priority at Procter &

Gamble Co. It’s a top-down strategy

and an objective the entire organiza-

tion is expected to deliver, says Edgar

Sandoval, general manager-North

America marketing for P&G.

Mr. Sandoval, 45, and P&G have been

honored together by AdColor this

year as Change Agents. At the core of

the marketer’s strategy is the convic-

tion that this is an indisputable

choice for the company’s future.

“The moment I came to Procter, it was

an instant match,” says Mr. Sandoval,

who left the aerospace industry to join

P&G after earning a masters degree

from the University of Pennsylvania’s

Wharton School. “Marketing is about communicating, and being in touch

with people and establishing relationships that are based on common inter-

ests. That is why I have enjoyed the marketing world so much.”

“When I joined, my manager said, ‘We get rewarded for two things: One,

for building the business and improving consumers' lives; and two, for

building the organization by developing a diverse group of leaders for the

company.’ I thought that was breakthrough. I realized that I had joined a

special company and they were invested in me. I want to give back to oth-

ers and help them achieve their potential,” he says.

On Sept. 30, Mr. Sandoval was inducted into the Hispanic Scholarship

Alumni Hall of Fame. He is on the board of the Association of National

Advertisers and the ANA Alliance for Family Entertainment.

“There are two important priorities ahead for me. One is to continue to

help the company meet the needs of our ethnic consumers. The demo-

graphic trends demand this from us all. Second, we want to help all moms

and families enjoy more family-friendly entertainment, and I want our

brands to be part of that experience,” he says.

He urges young professionals to be on the search for excellence.

“Understand the rules of the game, the rules of the environment. Do an

assessment of the landscape before you just put your head down and get

to work,” Mr. Sandoval counsels. “But never compromise who you are.

Be authentic.” ✰

—Nancy ColtunWebster

CHANGE AGENTS

CHANGE AGENT I MICHELE THORNTONDirector of Multicultural Ad Sales, CNN (Turner Broadcasting), New York

Michele Thornton says her favorite

life lesson is that “what is required

of us is to take what our parents

started and make it bigger.”

Now, in her job as CNN’s director

of multicultural ad sales, Ms.

Thornton, 43, hopes to “create a

path for other people who have a

passion for community.”

Ms. Thornton follows her father’s

lead. He celebrated the achievements

of members of their Oakland, Calif.,

community by handing out awards

to kids with good grades or athletic

prowess. Along with her work, she also helped advocate for diversity in the

media and ad communities, creating strategic alliances with the Ghetto Film

School, the National Association for Multi-Ethnicity in Communications of

New York and on the network’s in-house Diversity Council.

“It’s an obligation, my duty,” she says. “It’s the price we pay for our place

in life.”

In college, media sales never entered Ms. Thornton’s mind. After graduating

from Golden Gate University on a full academic scholarship in 1995, she

worked at Pacific Bell as a tax manager.

“I was born to be a salesperson. I talk a lot and ask a lot of questions,” Ms.

Thornton says. “I fought it at first, but then I fell in line.”

A friend from Oakland approached her about the Walter Kaitz Foundation

Fellowship, a program helping people of color make contacts and work in

television and video. She was chosen in 2000. Through that program’s net-

working, The Weather Channel hired Ms. Thornton as a media planner in

2000. That led to sales posts at A&E and The History Channel.

When she was courted for a similar position at CNN in 2000, she was asked:

“Who is Michele Thornton?” She responded: “My passion is community. I

hope together we can find out what that means.”

“I have not second-guessed my choice to come here,” she says. “I’m pleased

to be on a team of peers including Hispanics,Asians,African-Americans and

different sexual orientations.

“Our business will not succeed if it doesn’t look like the changing face of

America,” she says. “This is not a black, or Asian or Latino issue. This is an

American issue.” ✰

—Julianne Hill

CHANGE AGENT I ANTOINETTE ZELPresident, La Comunidad, Miami Beach, Fla.

Antoinette Zel has come a long way

for someone who has only officially

been on the advertising side of the

industry fence for a year.

But Ms. Zel, a former MTV Networks

and Telemundo Networks executive,

just couldn’t say no when La Comuni-

dad owners and brothers Joaquín and

José Mollá invited her to become pres-

ident of their agency and, as they said,

“have some fun.”

After three years as senior exec VP-net-

work strategy at Telemundo Networks

and 13 years at MTV Networks Latin

America, where she served as president for five of those years, Ms. Zel, 44,

was excited by the opportunity to move from internal branding and mar-

keting at the multiple networks to what she regards as “a more agile way to

impact consumers.”

For his part, José Mollá calls Ms. Zel an innovator and an effective leader

who can take La Comunidad to the next level.

“She knows the vehicles to use to get consumers to care—whether through

branded extensions, or original digital applications or even content. That’s

very exciting for us,” Mr. Mollá says.

For Ms. Zel, a second-generation Cuban-American with a law degree, the

appeal of becoming president of such a highly awarded advertising agency

was “working with influential brands they already had as clients and to

move quickly, and try new things and explore new terrain.”

The multicultural market is“really fertile,”Ms. Zel says.“Brands are so per-

sonal and visceral—and are a part of your heart and who you are. They’re

with you. You touch them every day.”

Ms. Zel says it shouldn’t be surprising that U.S. Hispanics, who are on aver-

age nine to 10 years younger than the general market, are often the first to

adopt the latest technologies.

“Hispanics are broader than what they are given credit for. They are open-

minded and prepared to navigate the hybrid world of the U.S. Hispanic,”

Ms. Zel says.

For Latinos, she says, communication is a huge part of the culture.

“Advertisers who understand how to authentically celebrate their world

will succeed in this market.” ✰

–Kathleen Barnes

CHANGE AGENTS




INNOVATOR I EDUARDODEHESA-CONDESenior VP-Group Creative Director, Draftfcb Chicago

Eduardo Dehesa-Condehas viewed diversity fromtwo perspectives. In hisnative Spain, he was anadvocate for disenfran-chised minorities, both incollege and as a youngboy with a beloved auntwho reached out to gyp-sies. Then as an accom-plished creative when heimmigrated to the U.S. in

1995 at the age of 30, he himself became a minority.

His efforts to find a job as a creative were rebuffed: He was told thathis advertising experience in Spain was not applicable to the U.S.Hispanic market, that his portfolio was “too European” and that hewould never make it as a creative in the U.S.

His resume, loaded with a wealth of experience in advertising andother marketing communications disciplines, said otherwise andincluded a prestigious position as head of protocol and PR for aSpanish governmental body. He also sensed he was getting much lessrespect as an immigrant than when he had traveled to the U.S. with agovernment title, although he acknowledges that power, not ethnici-ty, was likely a key reason.

Eventually, Y&R’s Bravo Group gave him a break as a proofreader andtranslator. Within a year, he moved into creative for Bravo and twoother Y&R multicultural agencies, Mosaica and Kang & Lee. The workwas very hard but challenging, he says. “Sometimes I put in 17 hoursa day. I haven’t forgotten how much I learned.”

But after several years, Mr. Dehesa-Conde wasn’t sure the ad businesswas for him; so in 2004 he resigned to decide what to do next. Hisphone immediately began ringing with calls from agency recruiters,all of which he declined until one was so insistent, he felt he couldn’trefuse a meeting. The agency was Draft, and Mr. Dehesa-Conde wasso impressed he told himself,“I would love to work here.” Fortunately,the feeling was mutual, and he was offered the job on the spot.

What made such an impact was how he was treated. “We understand[advertising is] a business,” he says, “but the human aspect is extremelyimportant.”

Ever since, it’s only been upward for Mr. Dehesa-Conde at what isnow Draftfcb. “It feels great, and it’s the right fit for me.” ✰

—Nancy Giges

INNOVATOR I GRACE HONSenior VP-Group Managing Director, Worldgroup Retail, New York

Growing up in Houston, thedaughter of a tightly-knit Chineseimmigrant family, Grace Honabided by her mother’s wishes forher to stay at home for collegerather than go “far away” to herfirst choice, the University ofTexas, a three-hour drive.

In retrospect, Ms. Hon, 43, believesthat concession jump-started hercareer.“It allowed me to build rela-tionships with key agency [people]

in Houston. There were a lot of advertising professionals who werepart-time professors at the University of Houston; so, rather thanlearn textbook methodology, we had practitioners come in,” she says.

Ms. Hon’s family moved to Houston from Hong Kong when she was6, and it was there that she became aware of cultural differences.“I wasone of only two Chinese kids in school; and people would say, ‘Oh,you’re Chinese,’ ” she recalls. Back in Hong Kong, she says her housewas “like a mini UN. I never thought about one race or another.”

But nothing could hold her back or diminish her drive. Within afew years of graduation, her competitive nature and aspirationstook her from agencies in Houston to Ogilvy in New York and, atage 28, to BBDO in Shanghai, where “I didn’t know a soul anddidn’t speak the language.”

After three years in China and six years at several agencies and con-sultancies on the West Coast, Ms. Hon joined McCann WorldgroupNew York. Drawing on her experience with a number of clients thatsold products at retail, she created Worldgroup Retail, which helpsmarketers build new and measurable experiences at retail. It is sup-ported by a work flow system that enables the 70-person unit tohandle more than 550 projects annually.

Ms. Hon says her innovations in strategy and management likelystem from her attraction to solving big problems. “In fact, the morecomplex and challenging, the more I embrace that.”

She starts by taking a fresh look. “I’ve never gone into solving aproblem in a formulaic way. There is no right one thing that isexactly the same.”

Attributing that lesson to her experiences in China, she says, “[Ilearned] that situations are always in movement and you have toadjust and adapt to the situation at hand.” ✰

—Nancy Giges

INNOVATORS


INNOVATOR IMARIA LOPEZ-KNOWLESSenior VP-Group Account Director, MRM Worldwide (McCann

Worldgroup), San Francisco and New York

Maria Lopez-Knowles’ first expo-

sure to the business of marketing

came when she was a child in New

Orleans and her aunt, who worked

on the Avon and Dial accounts for J.

Walter Thompson Co., would visit

and talk about her work.

Ms. Lopez-Knowles, 47, senior VP-

group account director for MRM

Worldwide in San Francisco and

New York, went on to study psy-

chology and wrote her masters’

thesis in 1985 on marketing to

Hispanics. Today she leads the

agency’s charge to reach U.S.-born

Hispanics through direct and digital marketing.

A U.S.-born Hispanic, she didn’t pursue work with traditional Hispanic

shops because “they weren’t speaking to me, the offspring of a Spanish

father and Cuban mother.” She identifies with all bilingual, English-lan-

guage-dominant consumers, noting that “American advertising also wasn’t

speaking to me.”

She worked on the client and agency sides of the general market for 20 years

before arriving at MRM five years ago with the realization that second-gen-

eration Americans are the brand influencers of immigrant families.

A defining moment for her came when the U.S.-born Hispanic population

became bigger than the foreign-born. “I realized that’s a huge opportunity.

I’m no longer the minority; I’m the majority,” Ms. Lopez-Knowles

says, adding that marketers need to target the U.S.-born Hispanic.

“They aren’t being reached by ‘Hispanic’-language marketing or English-

language marketing.”

Such a strategy is game-changing because most Hispanic shops are creating

Spanish-language communications, she says. “It’s about the kids. How do

you market to those kids? It is validating to me. I’m one of those kids.” The

implications, however, go far beyond U.S. Hispanic marketing.

“This is a global issue,”she says.“There is so much immigration.How do agen-

cies market to Africans in France or Japanese in Brazil? Do they recognize that

assimilation doesn’t happen in one or two generations? It takes at least three.”

The challenge is to speak to immigrant consumers in a way that is relevant

to them. “I would bet my bottom dollar that the second-generation immi-

grant across the globe is the brand influencer, because they are the sherpas

for their parents.” ✰

—Nancy ColtunWebster

RISING STAR I LATANYA BEAUREGARDArt Director, Yellow Shoes Creative Group, Walt Disney Co., Lake

Buena Vista, Fla.

In her five years with Yellow

Shoes Creative Group, the

internal creative agency for

Walt Disney World Parks &

Resorts, LaTanya Beauregard

has seen firsthand how

Disney embraces diversity.

It’s one of the many ways the

company nurtures big ideas,

she says.

Big ideas have been part of

Ms. Beauregard’s repertoire

since she interned in 2004

with Yellow Shoes fresh out

of Florida A&M University

and learned that Disney cre-

ative comprised much more than its famed animated films.

She has spearheaded the creative strategy of brands and campaigns

within various Disney company divisions, including revamping the

brand identity for Disney’s Weddings and Honeymoons, making cou-

ples aware that their nuptials didn’t have to feature theme-park charac-

ters but could have “an elegant, chic, couture aspect.”

She also developed new print and interactive campaigns for Cirque du

Soleil at Walt Disney World and is currently creating the new look for

advertising and the Web presence for Disney Cruise Line.

At 28, Ms. Beauregard is the youngest art director at Yellow Shoes. She

juggles a 50-plus-hour work week while pursuing an online M.A. degree

in graphic design from Savannah College of Art and Design, which she

will complete in March. She also manages to find time to mentor Disney

College Program participants and return to her alma mater to inspire

students “to use their skills, talent and the knowledge they’ve gained at

the university to propel them to the next level.”

At Yellow Shoes, Ms. Beauregard says she has found a “welcoming envi-

ronment that challenges me every day.” Her extraordinary work ethic

and “passion for the business” have fueled her goal of becoming “a great

art director”—a goal that she has already made big strides toward with

regional Addy and H&M design award wins.

Ms. Beauregard hopes to eventually give back to the industry as an

adjunct or part-time design instructor. “You always need to challenge

yourself to continue to grow. This business takes sweat and tears at

times, but I want others to know [that] with passion, you can make

it happen.” ✰

—Christine Bunish

INNOVATOR & RISING STAR



RISING STAR I JOYDEEP DEYManager-Strategy and Analysis, Digitas, New York

Joydeep Dey, 28, is known forputting his heart into every-thing he does. Growing up inOhio, the son of an engineerloved structure. Spendinghours drawing plans andbuilding with Lego bricks, Mr.Dey always knew he would dosomething with building.

After studying economic theoryand engineering at Boston Uni-

versity and post-grad work at Columbia University, Mr. Dey joined theDigitas strategy and analysis team as an analyst in 2005.

“I love problem-solving, so I knew engineering had to be part of what Idid … and strategy is all about engineering the big picture,” he says.

Mr. Dey’s current role allows his passion for design, development andimplementation of innovative business growth strategies to shine throughfor companies such as American Express Co., IBM Corp., Pfizer Inc. andSamsung Group.

Regarding his own experiences as a person of color, Mr. Dey says, “I loveseeing someone who looks like me in a position that I want to be in. I findit inspiring.”

In 2007, Mr. Dey co-founded an employee-led affinity group that pro-motes networking and connections within the Digitas community andhosts events on diversity-related topics to increase knowledge aboutdiverse consumer groups.

Mr. Dey’s work earned him the 2008 Digitas’ Spark Award for excellencein leadership, where he was cited for bringing a “unique combination ofcharm, intelligence, enthusiasm, creativity and humor that energizeseveryone to a new level of excellence.”

Mr. Dey is also an active volunteer with the New York Police AthleticLeague’s after-school tutoring program and the Bowery Food Missionservice, where he began printing inspirational messages on food packag-ing in multiple languages. His motto is:“Take all the passion that you havefor something and bring it to life, no matter what industry you work in.”

One passion that is not only very close to Mr. Dey’s heart but also a causehe plans to pursue are efforts to help prevent infectious diseases while edu-cating villagers in India about them.While the plan is not yet set,Mr.Dey’strack record is an indication that it will happen.

Says Mr. Dey,“If you do good work and show passion, people see that.”✰—Katy Ingulli

RISING STAR I CHRISTIAN JACKSONCopywriter, Arnold Worldwide, Boston

Sometimes the road to findone’s life calling is not a straightpath. That is certainly true forChristian Jackson, although hedidn’t wander too far afield.

Mr. Jackson, 24, enteredSyracuse University’s advertis-ing design program to becomean illustrator but switched toadvertising design.

When he graduated, he accepted a summer job in account managementin Arnold Worldwide, New York’s Atrium Project program that offerspromising minority students internships in Arnold offices. Mr. Jacksonsays he likens the experience to boot camp—“lots of late nights, lots ofwork.” In return, he got the opportunity to learn all aspects of accountmanagement, and he was hired as an assistant account manager inArnold’s Boston office.

Although Mr. Jackson pursued an account management job as hewas coming out of college, he quickly realized that he missed his cre-ative roots. Every night after work, he worked diligently on his port-folio. When it was ready, he stalked senior creative associates atArnold, camping out in their offices for the chance to share his workand get their feedback.

After months of sharing and small writing jobs, Mr. Jackson’s per-sistence paid off. He is now a full-fledged copywriter working onaccounts such as McDonald’s Corp., Procter & Gamble Co.’s Tagbody spray and Volvo.

“I don’t want to be known as a great black writer but a great writer,” hesays. “I really love the fact that people take notice that I am a person ofcolor.”

Mr. Jackson enjoys giving back to the community by co-chairing theArnold Multicultural Employee Network. He has reached out to youngpeople of color by coaching motivated inner-city high school students;talking to advertising students at both Howard and Harvard universities;and mentoring a class of Atrium Project interns.

What advice does he give his “mentees”? “Be persistent,” he says. Knowwhat you want. Don’t let things get in the way to get where you need togo.”

While Mr. Jackson has had an excellent start to his career, he has bigambitions. But first he just wants to do “good work, hone [his] craft andperhaps one day become a creative director.” ✰

—Katy Ingulli

RISING STARS


RISING STAR I PHIL JACKSONStrategist, Publicis New York

When Phil Jackson was young, hisJamaican parents pushed him to workhard and get a good education.

He not only followed their counsel, buttook it a step further and became veryentrepreneurial. In middle school, he cre-ated a custom greeting card company.After that, he started a record label. Withsuch business experience by the timehe entered college, he knew marketingwas for him. He graduated from the

University of Virginia’s McIntire School of Commerce in 2006 with aB.S. in commerce and a concentration in marketing and management.To Mr. Jackson, there is always“one constant: offering a message that getspeople excited.”

During college, Mr. Jackson (now 25) accepted a summer internship atPublicis, an experience he describes as“amazing … where all my interestsconverged.” The internship led to his being hired after graduation as a

strategist at Publicis New York, where he has contributed to work for anumber of clients and their brands, including the Ad Council,Courvoisier, Jenn-Air, KitchenAid, the Paley Center for Media, Sanofi-Aventis, UBS and Vicks. He also prepares the “Nugget Report,” a publica-tion that informs Publicis’ strategists of the latest news in strategy andcommunications.

Mr. Jackson is also deeply into new-business efforts, regularly moderatingfocus groups and producing videos and other tools for both U.S. andglobal new-business initiatives.“As a person of color, I am able to bring aunique perspective to the table,” he says.

Although just a few years out of school, he epitomizes the AdColor spir-it. Mr. Jackson serves as a strategic mentor for Publicis New York’s sum-mer interns, works with a program that pairs New York public highschool students with advertising agencies and is a mentor with the FourA’s Multicultural Advertising Intern Program. One piece of advice healways gives is: “Speak up! A great idea can come from any tier.”

For himself, Mr. Jackson just wants to keep learning from the other folksin the strategy department.“This is an exciting time to be in the industry.It’s more and more multicultural.” ✰

—Katy Ingulli

CREATIVEFEH TARTYDirector, Wieden+Kennedy,London

CHANGE AGENTTONI THOMPSONProgram Developerand Recruiter,McCann Erickson, New York

INNOVATORCULTURELAB, DALLASWith Managing PartnerKevin Walker and CreativeDirector Philip Moore

RISING STARJOSÉ FERNANDEZMedia Supervisor, Deutsch,New York

HONORABLE MENTIONS

RISING STAR


REWARDING THE IDEA OF DOING WELL

BY DOING GOOD.INTRODUCING GOODWORKS AND THE GOODWORKS EFFIETo highlight the notion that great branding and good deeds

are increasingly interwoven, Advertising Age launched

Goodworks — a blog to highlight developments in corporate

social responsibility and cause marketing, and also to

recognize positive individual achievement.

To punctuate the program, Ad Age and Effi e Worldwide

have partnered on a new award designed to recognize and

promote this idea; it’s called The Goodworks Effi e. For more

information on how to enter your work — and attend the

coming awards reception — please visit: ADAGE.COM/GOODWORKS

effie.ad.AdColor.indd 1 9/22/09 3:29:03 PM

is not only a proud member of

The ADCOLOR® Industry Coalition and supporter of The ADCOLOR® Awards

but the professional home of the first ever

One Club|ADCOLOR® Creative Award Honoree,

Jimmy Smith Group Creative Directorof TBWA\Chiat\Day LA

and

2009 ADCOLOR® Change Agent Honoree,

Karla Gray Mayers VP, Director of Supplier Diversity

of BBDO New York

Congratulations to the extraordinary class of

2009 ADCOLOR® Award Honorees and the remarkable examples of “rising up” and “reaching back”

you have set for all of us to follow.

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