There are zero excuses for not taking on diverse talent.
Here’s another reason why: Forsman & Bodenfors New York has launched a platform that allows ad agencies and commercial producers to find people from all backgrounds.
Grow Your Circle is the result of a $500,000 investment of the agency’s own money after it set out to run an entire production with a female-only crew and struggled.
Amber Wimmer, interactive production lead at F&B NY, said: "Grow Your Circle provides a platform, a voice, and an opportunity for underrepresented talent across all production disciplines.
"There is so much unseen talent in this industry; Circle champions intersectionality and inclusion while allowing agency producers and production houses to dig a bit deeper to better tell authentic stories for brands.
"We hope Circle inspires the industry to recognize the power of their buying decisions, fulfills our responsibility to help minimize the inequality across the production industry, and creates better work as a result of it."
The digital tool allows agencies and producers to find underrepresented talent in the U.S. from disciplines across all types of production including film, digital, and experiential. More importantly, it gives access to many other entrepreneurs, like those who identify as LGBTQ+, come from diverse backgrounds or live with a disability.
Since the platform soft-launched at the 3% Movement conference in November 2018, membership has skyrocketed with partners and talent including 72andSunny and Droga5, and independent production companies Prettybird, WAX, and Armada.
The new tool is part of a larger F&B effort to fight inequities in the industry. An inaugural member of the 3% Movement, the agency recently achieved 100 percent pay parity.