Stagwell creative agency Code and Theory has launched what it is calling the industry's first Inclusive Design and Marketing Strategy practice. The agency says the practice will “fuse inclusivity with a digital-first strategy, impacting every output from a brand, not just its marketing.”
Social impact strategist Kirstyn Nimmo will lead the practice as group director. She was behind the White House-recognized #IAmAMan campaign for criminal punishment reform. She is also credited with developing the Nestlé Purina partnership that opened NYC's first pet-friendly domestic violence shelters and launched the Yahoo Allyship Pledge to provide education about the Black experience in America.
The agency has delivered inclusive work for clients like The Washington Commanders, who for years were under pressure to rebrand from the Washington Redskins, considered by many to be racist branding.
"Over a decade ago, it was exciting to witness the industry recognizing the importance of diversity and multicultural marketing, but modern consumers are demanding more than that," says Nimmo. "The pandemic and recent racial justice movements led to collective and individual changes in identity, agency, and accountability. Those events paved the way for an expanded focus on inclusion... Brands have the chance to evolve and accurately reflect our culture's complexities.”
As part of the effort to drive brand evolution, the ID&M discipline created Words Up, an industry writing guide intended to bring inclusive discourse and collaboration surrounding language. Additionally, Nimmo and the ID&M team created a Linkedin Group and Discord channel for creative and brand professionals to further collaborate, share resources and knowledge in real time.