Episode 8

Inclusion and Multicultural Marketing with Bold Culture

Inclusivity; Empathy; A New Bar for Media–this is Bold Culture. We all know that representation in the media is important; however, the members who make up Bold Culture have taken it upon themselves to really put in the work to not only ensure that different cultures are represented in the media, but educate the media (with real life data) on why this kind of work needs to be intentional and why it’s so important. This week, host Tiffany Lanier sits down with the group to examine the importance of representation in the media, and how this inclusion can play a part in media in the present and in the future.

Meet Bold Culture.

Bold What the F@%k:
Some of the Bold Culture members share with host Tiffany Lanier their latest WTF moments that include Trump, Putin, and… Papa Johns?

Multicultural Media Representation
Discussing the necessity of a group like Bold Culture, we examine why intentional inclusion in the media and marketing world specifically is so important. Backed by data and insight, Bold Culture is putting in the work to bring in different cultures to appropriately and accurately represent the world we live in.

Media Whoops and Why
Kendall Jenner cannot fix racism with a can of soda, and companies would know that if agencies and companies had more diverse views when putting together these campaigns. Ahmad of Bold Culture discusses why so many companies may miss the mark in trying to connect with their audience, and how having a lack of multicultural views when making decisions can backfire.

Maybe You’re Too Sensitive?
The offense is not new, it’s just louder. Our generation is not “more sensitive,” they’re less willing to swallow their feelings in order to make offenders comfortable because they have the platforms to fight back. Biana of Bold Culture explains how the focus of Bold Culture is to educate the community and companies on the nuances of cultures that differ from what is heavily known, and how lumping together these cultures will only do more harm than good.

Connecting Matters
Juda examines the importance of media companies not only connecting to but having empathy for the cultural groups that they are trying to talk to. There will be a disconnect between relating to certain diversity groups when advertising or trying to talk to them when that group does not have a chance to give their input. Plus, we look at how accepting that times change and our behaviors may have to change with it without getting defensive can impact the way we do business going forward.

Companies That Get it Right
What is one company that just gets it? For Ahmad and Brianna it’s Nike, who has been able to grow and adapt with the times, approach inclusion with open arms, and really doing the work and communication effectively. For Darren, it’s Apple with their out-of-the-box storytelling that is less rehearsed and more ingrained in their brand.

The Future of Representation
Hitting on a few points, Bold Culture discusses how putting in the work now is necessary for the younger generations to see themselves in positions of power without ever having to doubt their belonging at the table, and how approaching diversity as a standard instead of a trend we can all understand the nuances and differences that come within each culture.

Defining AMV
Bold Culture give their definitions of what it means to be a modern visionary, and how a self-proclaimed AMV approaches the future and work with consistency and intentionality, and overall, without apology.

Favorite Soundbites
“Agencies and/or companies are not reflective of the audiences that they’re trying to reach.” (12:07)
“It’s not that people are suddenly newly offended […] it’s that they’re being given the platforms to
express why they’re offended.” (16:54)
“There is a power that comes with really understanding how to relate to people.” (25:35)
“It does not make it right today just because it was right yesterday.” (29:07)
“We’re really changing generations and we’re changing the frequency of representation.” (42:42)
“Someone who is not afraid to create the future that they see, and do it sensitively but
unapologetically.” (47:53)
“Where you start is not where you finish.” (48:33)

 

Bold Culture Bio:

Bold Culture is a data-driven multicultural communications agency that takes a BOLD approach to diversity, inclusion and multicultural marketing. They work with brands and agencies to transform their internal company culture and change the way multicultural consumers are being marketed to. Last year, Bold Culture published the first in their series of pioneering research papers, The Black Paper and are currently researching their next report on the Latinx community.

 

Darren W. Martin Jr.

Darren Martin Jr. founded Streamlined Media & Communications while he was still a student at Morehouse College, from which he graduated Magna Cum Laude, Phi Beta Kappa. He has since expanded the company to include Bold Culture, a data-driven multicultural communications agency, serving in the role of CEO. From his time as Editor-in-Chief of Morehouse College’s Maroon Tiger Newspaper to his work at Bold Culture, Darren is passionate about giving a platform to diverse voices to share their stories and feel included in all spaces. Darren also works with his clients to use art and data to make money or reach and resonate with more audiences across channels. Darren is a proud child of the South – Columbia, South Carolina that is – though he currently resides in Brooklyn, New York.

https://www.linkedin.com/in/darrenwmartinjr/

 

Ahmad Barber

Ahmad Barber is the Chief Creative Officer of Bold Culture, as well as Managing Partner of Bold’s parent company Streamlined Media and Communications. Additionally, Ahmad is a fashion, beauty and lifestyle photographer. He has shot campaigns for magazines and fashion brands such as Bloomingdale’s, Forever21 and Upscale Magazines. Across all of his endeavours, Ahmad lives and breathes art direction and visual storytelling. Ahmad originally hails from Detroit, Michigan and lives in Atlanta, Georgia where you’ll find his alma mater Morehouse College.

https://www.instagram.com/ahmadbarber

Biana Bakman

Biana Bakman serves as the Chief Operating Officer of Bold Culture, a data-driven multicultural communications agency. In her work with Bold Culture, her goal is to change the face of the media, marketing and advertising industries to better reflect the diverse communities they serve. Biana is also a seasoned digital marketing strategist having worked with global brands including Leica Camera, MAKERS (an Oath Brand), and the World Business Forum. Biana is a proud graduate of Boston University’s College of Communication though she ultimately abandoned Boston for her true love, New York City.

https://twitter.com/bianalog

Juda Borrayo

Juda Borrayo is the Chief Digital Officer of Bold Culture. Over the last 6 years he has used storytelling and ppc to connect brands with their target audience. Juda wears many hats – including that of Adwords Certified partner, Facebook ad manager, analyst, creative, copywriter, strategist, and account facing partner. Juda also works with entrepreneurs and creatives interested in expanding their skills sets and leveraging what targeted digital advertising combined with relevant stories makes possible.  

Learn more about Bold Culture:

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