Inclusive Media Strategies and the Future of Advertising with Gordon Bach
In a recent OTT.X X-Fronts fireside chat between Damian Pelliccione, co-founder and CEO, Revry and Gordon Bach, SVP, Culturally Inclusive Media Lead, Starcom, revealed valuable insights on the evolving landscape of inclusive media strategies. Responsible for brands like McDonald's, Gordon's role emphasizes the importance of diversity and inclusion in advertising.
Gordon discussed the unique aspects of his position, highlighting the significance of addressing the growing minority populations, including Hispanic, Black, AAPI, and LGBTQ audiences. He noted, “The whole purpose is to bring to the forefront diversity...to reach diverse consumers and new audiences.”
One of the key challenges Gordon faces is educating clients and internal teams on the value of inclusivity. “Change is scary for a lot of people,” he said, emphasizing the need for continuous learning and adaptation.
Gordon also addressed the concept of intersectionality, recognizing that individuals often identify with multiple aspects of diversity. “People are now identifying more...its not just one monolith,” he explained.
Furthermore, he stressed the importance of year-round support for diverse communities, not just during designated months. “We’re more than a month...having allyship all year long actually goes even further,” he stated.
The discussion underscored the need for the advertising industry to embrace inclusive practices, leveraging data and authentic engagement to resonate with diverse audiences effectively.
