The Drum – Advertising agencies in South East Asia have revealed they never see specifications for diversity in client briefs even though there is an increase in awareness around diversity and inclusion in media and marketing.
Brands like Kotex, Avon, Colgate, Apple, and Nike were the standout names that have the best gender representation in advertising in SEA, according to R3’s “Diversity: From Agency to Ads” report which surveyed agencies in Singapore, Thailand, Malaysia, Philippines, and Hong Kong and included a study of gender representation in 300 video advertisements broadcast in the region
All brands scored positively in areas of avoiding objectification, positive body image portrayals, and positive portrayal of gender roles and characteristics. The best performing advertising addressed female empowerment, body positivity, ethnic and economic diversity, and sexual orientation.
“If we look at progress through a regional lens, change is being made. There is greater representation across gender and ethnicity in the workforce, and more equality in agency leadership positions. Now it’s time for marketers and agencies to come together and shift the topic of diversity from one of corporate culture and optional participation to tangible process and policy,” said Shufen Goh, the co-founder and principal at R3.
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