Advertising companies have been urged to adapt their recruitment methods to embrace diversity, after a report revealed that ethnic minorities are not considering a career in the sector.
The report by the Institute of Practitioners in Advertising, carried out by COI, the government’s marketing vehicle, acknowledged that the industry was “recognising the business case for diversity” but should aim to increase the 8.5% proportion of employees from ethnic minorities currently working in media.
The COI urged the IPA and its member agencies to develop mentoring schemes in London schools to attract more applicants to the industry from ethnic minorities, and develop an apprenticeship linked to IPA-endorsed qualifications.
Mehboob Umarji, senior campaign manager at the COI, said: “Conducting my research really brought home the amount of work which needs to be done to encourage young ethnic minorities to consider advertising as a possible career.
”The IPA continues to strive towards addressing the lack of ethnic minorities within agencies and is taking positive steps to address the problem, particularly with the introduction of qualifications. I urge them to continue the good work in the future and for other industries to take similar action.”