• by Kristin Sidorak , February 13, 2006

For all the talk on Madison Avenue about multiculturalism, the ad industry is still struggling to recruit and keep minority talent, according to results of a survey released last week by the American Advertising Federation (AAF). The surveys, prepared by Atlantic Media Company, found that only 15 percent of 160 industry professionals said they were either "successful" or "very successful."

"Corporate demand has been building over this past ten-year period," Wally Snyder, AAF president and CEO, said--noting that salary issues presented the greatest obstacle for attracting talented minorities to the ad business. A less competitive salary and a less competitive salary ramp relative to other industries were the top two challenges for attracting minority applicants.

Snyder noted that the challenge for multiculturalism "is across the board--with clients, agencies, and media," and that the lack of minority representation is hurting media and marketing strategies.

"They believe that they need help in effectively reaching minority audiences--as segmented as it is--they need to find proper communications with these audiences," explained Snyder.

This is backed up by results of the AAF study, which found that more than a third (37 percent) of industry executives don't think their organizations are successful at obtaining services from qualified minority vendors.

The AAF is doing its share to promote diversity. The federation recently hosted 71 students and 30 recruiters from agencies and media companies at a Most Promising Minority Student luncheon in New York. "We have to make sure the industry is aware that we have more students available," said Snyder.