What are your thoughts on targeted minority advertising? Should advertisers be intentionally targeting Black audiences, or just not leave them out of the thought process? I feel conflicted about working on targeted ads.

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I think it's a thin line because targeting can become racist really quickly. I think in a perfect world every company would have a team diverse enough to make their ads resonate with a diverse group of people with little to no race-based targeting. But that isn't reality.

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I think they should specifically target Black audiences, just have Black people working on those campaigns so it’s not corny. Can’t effectively market to a demographic without employees that are apart of that demographic.

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What’s your evidence of that?

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It depends. I’ve seen some great total market advertising that clearly includes Black consumer insights, but that’s rare. If there is a business case for Black targeted advertising, then we should have targeted advertising. So much of what we see nowadays is terrible casting that is a turn off and a reflection of what gets counted as the standard that’s really just white culture.

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