35: Why cultural 'fit' has backfired

Campaign's respective media and creativity editor, Omar Oakes and Brittaney Kiefer, discuss Asda’s decision to review its advertising agency account, as well as recently-launched UK ad campaigns including Oatly, Quorn, and Beagle Street Insurance. Then MediaCom chief transformation officer Sue Unerman and her partner, journalist and mindfulness coach Mark Edwards, speak to Omar about their book, Belonging, which they co-authored alongside Kathryn Jacob, chief executive of Pearl & Dean. They discuss whether creative company culture is particularly vulnerable to anti-diverse monocultures, what practical steps people at different levels of the organisations can do to make work more inclusive."This whole ‘fitting in’ and ‘fitting the culture’ [idea] has actually backfired.... you might find good people to fit your culture but great people will expand your culture" - UnermanRunning order (and links to ad campaigns)2:00 Asda reviews ad account - what now for Sonny and his family?6:00 Oatly (in-house)10:20 Quorn (Adam & Eve/DDB)15:50 Beagle Street (Creature)20:30 OSU (Wonderhood)26:50 Sue Unerman/Mark Edwards interviewThis episode was hosted by Campaign's media and technology editor Omar Oakes and edited by Lindsay Riley.Read advertising industry news, features, and see the latest ads on campaignlive.co.uk.Follow us on Instagram: Campaign MagazineTweet Tweet @CampaignMagJoin our LinkedIn group Hosted on Acast. See acast.com/privacy for more information.