MERCADEO Versión en español
HP challenges the leaders of its marketing agencies inviting them to have more diverse and multicultural creative work groups
Manuela Walfenzao| 6 de septiembre de 2016
Lucio: Queremos que más mujeres ocupen altos cargos de liderazgo en las cuentas de HP
HP´s Chief Marketing and Communications Officer, Antonio Lucio, wrote a letter to his communications partners, inviting them to encourage diversity in their creative teams. After an effort to foster diversity internally, mainly to close the gap between male and female hires, HP asks the same of its agency partners. Some agencies that received the letter were BBDO, FleishmanHillard, Gyro, Fred&Farid and Porter Novelli.”Diversity gives HP a competitive advantage. It helps drive new business, fuel innovation, and attract and attain the best employees. This letter is a call to action. Now that we have built our business case and begun to put our own house in order, we are relying on our agency partners to do the same; we are expecting these marketing and communications leaders to actively embrace diversity and actually do something about it” they said in a statement. The company expects its agencies to act fast on plans to implement these changes. Lucio said their agencies have 30 days to present a plan that can be executed in the following 12 months. The demand is for agencies to increase the representation of women and people of color in top creative and strategic roles in HP’s accounts. “To measure our own efforts, we are creating a scorecard that will track multiple levels of diversity of our own global marketing organization. We are far from perfect, but I am committed to immediate global impact, and rigorously measuring our performance” concluded Lucio.
