Tumisha Balogun, co-founder of the Tag agency, denounces that the creative industry settles for superficial campaign analyses and neglects the incorporation of new diverse talent. This causes brands to fail to connect authentically with varied audiences, affecting the quality of the products and services that citizens consume daily. A shift towards more inclusive and honest advertising is urgent.
Empty data: the algorithm that doesn't see people 🧠
The technical problem lies in the reliance on quantitative metrics such as reach or click-through rate, which do not measure cultural resonance or the authenticity of the message. Advertising platforms prioritize optimization for quick conversions, ignoring qualitative variables like ethnic representation or diversity of perspectives. Without a deep analysis of this data, campaigns become mirrors that only reflect a narrow segment of society, perpetuating biases instead of breaking them down.
The perfect portfolio nobody wants to read 😅
Sure, the solution is simple: have young talents take a three-hour online course, pay 500 euros for a digital portfolio, and wait for a busy creative director to review it between two Zoom meetings. Meanwhile, brands will keep launching ads with diverse actors who all speak in the same corporate tone. In the end, authenticity is like free coffee at the agency: everyone says it exists, but nobody knows where it is.