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A DIVERSITY REPORT FOR THE ADVERTISING/ MARKETING INDUSTRYNOVEMBER 20182ANAThe ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers, and promoting and protecting the well-being of the marketing community. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANAs membership includes nearly 1,800 companies with 25,000 brands that engage almost 150,000 industry professionals and collectively spend or support more than $400 billion in marketing and advertising annually. The membership is comprised of more than 1,100 client-side marketers and more than 800 marketing service provider members, which include leading marketing data science and technology suppliers, ad agencies, law firms, consultants, and vendors. Further enriching the ecosystem is the work of the nonprofit ANA Educational Foundation (AEF), which has the mission of enhancing the understanding of advertising and marketing within the academic and marketing communities.For more information, visit ana, follow us on Twitter at ANAMarketers,or join us on Facebook at facebook/ANA. AIMMThe ANAs Alliance for Inclusive and Multicultural Marketing (AIMM) has the mission to create a powerful voice that elevates multicultural and inclusive marketing to promote business growth in an increasingly diverse marketplace. AIMMs focus includes an emphasis on talent to create a system that helps elevate the level of multicultural knowledge in corporations and agencies while increasing the diversity of the pool of candidates and executives to better target and reflect the communities served. With business and brand growth lacking, aligning ethnic-focused marketing with the demography of the U.S. is critical to fundamental growth objectives. ABOUT THE AUTHORS3THE BUSINESS CASE FOR DIVERSITYThere is growing awareness of the business case for diversity. According to McKinsey, there is a direct correlation between diversity (defined there as a greater proportion of women and ethnically/culturally diverse individuals) in the leadership of large companies and two measures of financial outperformance: profitability (measured as average EBIT margin) and value creation (measured as economic profit margin). McKinsey found companies in the top quartile for gender diversity on executive teams were 21 percent more likely to outperform on profitability and 27 percent more likely to have superior value creation. Meanwhile, companies in the top quartile for ethnic/cultural diversity on executive teams were 33 percent more likely to have industry-leading profitability. This suggests that inclusion of highly diverse individuals and the myriad ways in which diversity exists beyond gender (e.g., ethnicity, LGBTQ, age/generation, international experience) can be a key differentiator among companies. Furthermore, McKinsey found that more diverse companies are better able to attract talent.Source: Delivering Through Diversity, January 2018, McKinsey 55 percent (412) are male.However, only 13 percent of CMOs and CMO equivalents are diverse. African-Americans/Blacks comprise 3 percent of ANA member company CMOs, but are approximately 13 percent of the total population. Asians comprise 5 percent of ANA member company CMOs, and are 6 percent of the total population. Hispanics/Latinos comprise 5 percent of ANA member company CMOs, but are 18 percent of the total population.GENDER IDENTITY45% (335)Female55% (412)MaleETHNICITYAfrican-American/Black 3% (23)Asian 5% (35)Hispanic/Latino 5% (34)White 87% (655)All ANA member companies CMOs (747)All ANA member companies CMOs (747)Population estimates per the United States Census Bureau.62. ANA OVERALL MEMBERSHIPMEASURING DIVERSITY AT ANA MEMBER COMPANIESAdditionally, the study findings indicate that 4 percent of overall ANA membership is LGBTQ and less than 1 percent is disabled. This latter number should be used with extreme caution.From 2011 through February 2018, the ANA asked member-company marketers who created ANA membership accounts to voluntarily and anonymously answer questions related to four characteristics: gender, race/ethnicity, sexual orientation, and disability. More than 23,000 individuals participated. These results were initially released in May 2018. ANA client-side membership is overwhelmingly female and white. 67 percent are female 74 percent are white, 10 percent are Asian, 8 percent are Hispanic/Latino, 6 percent are African-American/Black, and 2 percent are Other.There is more gender and ethnic diversity among the ANA overall membership than among CMOs at ANA member companies, which is terrific. But the representation of ethnic marketers among the ANA overall membership, as well as CMOs, is still too low.GENDER IDENTITY ETHNICITY ANA overall membership CMOs6%3%African-American/Black10%5%Asian8%5%Hispanic/Latino74%87%White2%Other67% Female33% MaleANA overall membership67%Female 45%33%Male 55%CMOsANA overall membershipCMOsANA overall membership73. ANA BOARD OF DIRECTORS DIVERSITY SCORECARDMEASURING DIVERSITY AT ANA MEMBER COMPANIESA third study measured gender and ethnic diversity among the U.S.-based marketing departments of ANA board member companies. This study, called a “diversity scorecard,” measured gender and ethnic diversity among the U.S.-based marketing departments of participating ANA board member companies, and had four questions: Gender identity: Broken out by five different job levels. Job level descriptions and job title examples were provided to help with consistency among respondents. Ethnicity: Also broken out by five different job levels. Orientation/Ability question: “Do your employees have the opportunity to self-identify as being either LGBTQ or a Person with a Disability?” Open-ended question: “Are there any key action steps that have helped your company improve diversity within the marketing department?”Seventeen board members completed the diversity scorecard, representing 9,677 marketers in total. These scorecards were submitted to the ANA between May and October 2018. Individual company metrics have been kept confidential and “rolled up” to report aggregate results. THE ANA BOARD OF DIRECTORSThe ANA is committed to having a diverse board, and considers factors including gender, ethnicity, industry category, and region. The ANA board of directors has 42 members at this writing (November 2018). Gender: 22 women, 20 men Ethnicity: 32 Caucasian, 5 Hispanic, 3 African-American, 2 Asian It is a priority to further increase the ethnic diversity of the ANA board.8Senior LevelThis category is reserved for the highest level within the marketing team, likely 5 to 10 percent of total. Includes individuals who plan, direct, and formulate strategy. Job title examples: Division President, General Manager, Managing Director, Chief Marketing Officer, Chief Brand Officer, Other “Chief” Officer, Executive VP, Senior VP, Vice PresidentMid-Level/Upper EndIndividuals in this category take direction from those at the senior level. This job category includes managers at the group, regional, or divisional level of the marketing team. Generally has at least two direct reports.Job title examples: Assistant VP, Director, Category Manager/Leader, Group Product Manager, Country Manager, National ManagerMid-Level/Lower EndMay lead first-line employees (entry and professional staff) or work primarily independently over a function or process. Job minimally requires college degree or experience of a comparable background.Job title examples: Advertising Manager, Brand Manager, Business Manager, Marketing Manager, Media Manager, Product Manager, Sales Manager, Manager, SupervisorEntry-Level ProfessionalUsually hold junior-level professional positions that require specific skills or college degrees. Generally has no supervisory responsibility over others.Job title examples: Associate Manager (Advertising, Brand, Business, Product), Account ExecutiveAdmin/Clerical/SupportIncludes all clerical and/or administrative support staff who typically work under close supervision.Job title examples: Coordinator, Administrator, Assistant, Associate GENDER IDENTITYThe gender identity for the marketing departments of participating ANA board member companies skews highly female: 63 percent female and 37 percent male. That is consistent with the results in the ANA Overall Membership report (67 percent female and 33 percent male).At the senior level, the gender balance is fairly even: 46 percent female and 54 percent male. That is consistent with the profile of ANA member CMOs (45 percent female and 55 percent male).All other levels skew female mid-level upper end, mid-level lower end, entry-level professional, and admin/clerical/support. Female MaleSenior Level46%54%Mid-Level/ Lower End63%37%Admin/Clerical/Support88%12%Entry-Level Professional68%32%Mid-Level/ Upper End56%44%Total37%63%3. ANA BOARD OF DIRECTORS DIVERSITY SCORECARDMEASURING DIVERSITY AT ANA MEMBER COMPANIES9ETHNICITYThe ethnicity in the marketing departments of participating ANA board member companies overall is 69 percent White (Non-Hispanic), 11 percent Asian, 7 percent African-American/Black, 7 percent Hispanic/Latino, 2 percent Multiracial, and 4 percent Other/Not Listed. Senior-level employees at participating board member companies are less diverse than other levels. 3. ANA BOARD OF DIRECTORS DIVERSITY SCORECARDMEASURING DIVERSITY AT ANA MEMBER COMPANIESTotal Senior LevelMid Level/Upper EndMid Level/Lower EndEntry-Level ProfessionalAdmin/Cleri-cal/SupportAfrican- American/ Black7% 4% 5% 6% 9% 9%Asian 11% 9% 12% 11% 10% 7%Hispanic/Latino7% 9% 7% 7% 7% 10%White (Non- Hispanic)69% 72% 68% 70% 68% 68%Multi- racial2% 1% 2% 2% 2% 3%Other/ Not Listed4% 5% 6% 4% 4% 3%10The ethnic composition for the marketing departments of participating ANA board member companies is consistent with that of the ANA Overall Membership report. (We recognize that the ethnicity categories were not exactly identical between the two studies.)3. ANA BOARD OF DIRECTORS DIVERSITY SCORECARDMEASURING DIVERSITY AT ANA MEMBER COMPANIESIt is important to note that compared to the overall U.S. population (per the census), ethnic diversity is lagging, especially for African-American/Black and Hispanic/Latino. African-Americans/Blacks comprise 7 percent of the marketers at participating ANA board member companies and 6 percent of the ANA overall membership, but are approximately 13 percent of the total population. Hispanics/Latinos comprise 7 percent of the marketers at participating ANA board member companies and 8 percent of the ANA overall membership, but are 18 percent of the total population.Meanwhile, Asians comprise 11 percent of the marketers at participating ANA board member companies and 10 percent of the ANA overall membership while representing about 6 percent of the total population.Population estimates per the United States Census Bureau.ETHNICITYParticipating ANA Board Member Companies ANA Overall Membership7%6%African-American/ Black11%10%Asian7% 8%Hispanic/Latino69%74%White6%Other2%