Ad Age and Meta present The List 2022

A current McKinsey & Co. study that discovered 41% of staff who’ve not too long ago give up their jobs cite lack of profession growth or development alternatives as the explanation for his or her choice. Actually, that is the No. 1 motive persons are leaving their jobs, much more so than insufficient compensation and work-life steadiness. And analysis reveals that this drawback is especially prevalent for workers from underrepresented backgrounds. 

The Checklist—a choose group of selling, promoting and media leaders assembled by Advert Age in partnership with Meta—has been working towards addressing underrepresentation and work-life steadiness within the trade since its inception in 2019. In 2021, The Checklist got down to additional the 2020 Checklist’s mission to extend range, fairness and inclusion in senior management as much as and together with the C-suite. Most notably, the 2021 class launched its pilot mentorship program Era Subsequent, centered on various promoting and advertising and marketing professionals with three to 5 years of expertise—as a result of this was the cohort that research had constantly revealed had been most in peril of leaving the trade resulting from lack of development alternatives.  

The Checklist created Era Subsequent in collaboration with the variety organizations Management Leadership for Tomorrow and the Asian American Advertising Federation. Mentees of various backgrounds from MLT and the 3AF had been paired with Checklist mentors. The Checklist 2022’s mission: rising Era Subsequent. 

Introducing The Checklist 2022

The List 2022 team: Elicia Azali, American Family Insurance Group; Karan Dang, 180LA; Gonzalo del Fa, GroupM; Ryan Detert, Influential; Esi Eggleston Bracey, Unilever; Will Esparza, Hyphenated; Seth Freeman, BlueLinx Corp; Jackie Gagne, Warner Bros. Discovery; Ahmad Islam, Ten35;Soyoung Kang, Eos; Sheereen Miller-Russell, OWN: The Oprah Winfrey Network; Isaac Mizrahi, ALMA; Charlyn Okigbo, Amazon; Jen Passaniti, Highdive; Christena Pyle, Dentsu; Ryan Robertson, Group Black; Danny Robinson, The Martin Agency; Randy Romero, GSD&M; Mo Said, Mojo Supermarket; Detavio Samuels, Revolt; Kwame Taylor-Hayford, Saturday Morning; Titania Tran, Wieden+Kennedy Portland; Erik Wade, Nike; KK Walker, Google; Aaron Walton, Walton Isaacson; Bonnie Wan, Goodby, Silverstein & Partners; Melanie Washington, Media Link; and Kai Wright, Columbia University, Ogilvy

On July 19 in New York, for the primary time since February 2020, the incoming class of The Checklist had its inaugural assembly the old school approach: in particular person. Along with the 30 or so attendees on the Meta Partnership Heart in Hudson Yards, greater than a dozen Checklist members joined nearly. Just like The Checklist’s gathering in Cannes, representatives from all three earlier Checklist lessons—who’ve volunteered to rejoin The Checklist as Era Subsequent mentors—had been current.

Representatives from The Checklist 2022 included Elicia Azali, chief advertising and marketing officer, American Household Insurance coverage; Gonzalo Del Fa, president, GroupM Multicultural; Wiliam Esparza, founder and CEO, Hyphenated; Jackie Gagne, senior VP, multicultural advertising and marketing, Warner Bros. Discovery; Ahmad Islam, founder and CEO, Ten35; Soyoung Kang, CMO, Eos; Isaac Mizrahi, CEO, Alma; Jen Passaniti, head of manufacturing, Highdive; Ryan Robertson, senior VP, advertising and marketing, Group Black; Randy Romero, Social Media Director, GSD&M; Sheereen Russell, senior VP, advert gross sales and inclusive content material monetization technique, Warner Bros. Discovery; Mo Stated, founder and artistic director, Mojo Grocery store; Tiitania Tran, copywriter, Wieden + Kennedy Portland; Bonnie Wan, head of name technique, Goodby, Silverstein & Companions; Melanie Washington, senior VP, Media Hyperlink; and Kai D. Wright, creator and Columbia College lecturer.

Becoming a member of the incoming class had been Checklist 2021 members Whitney Headen, CEO, nineteenth & Park; Jovan Martin, U.S. head of magnificence and private care media, Unilever; Carmen Rodriguez, chief consumer officer, Intestine; Checklist 2020 members  E. Garrett Bewkes IV, writer, Nationwide Evaluate; Lauren Franklin, founder and CEO, Summerjax; Shannon Jones, co-founder, Verb; Harry Román-Torres, chief model technique officer and managing director, Droga5; Krystle Watler, head of artistic company partnerships, North America, TikTok; and Checklist 2019 members Catherine Davis, guide and advisor, Suppose.First, and Meredith Guerriero, chief working officer, Klover.

Additionally in attendance had been companions and buddies of The Checklist equivalent to Indrajit Majumdar, Zee Leisure head of content material, advertising and marketing and model partnerships for North America and Latin America and president of the 3AF; Sylvia Zhou, international trade technique and partnerships lead, Meta; Alena Chiang, international advertising and marketing options trade supervisor, Meta; and Tiana Idoni-Koppel, international advertising and marketing lead, Meta Blueprint—in addition to Era Subsequent mentees Glenys Fernandez, senior supervisor, model advertising and marketing, Atwell Suites, InterContinental Accommodations Group, and Rafiat Kasumu, product advertising and marketing intern at Instagram.

The assembly was hosted by Advert Age President and Editor-in-Chief Dan Peres and Meta World Director of Trade and Group Advertising Shauna Sweeney. Peres kicked issues off by sharing his private reference to being each mentor and mentee throughout his profession. 

“Years in the past, there was somebody I’d name on for recommendation,” Peres recalled. “He’d push me in several instructions and was a tremendous sounding board. Years later, whereas I used to be having lunch with him, I requested ‘How come even once I wasn’t working for you, you had been all the time there?’ He mentioned ‘As a result of I am invested in you.’ It was a tremendous factor to listen to. Now as I work with folks in journalism, I perceive what it means to be invested in somebody. If there’s something I can say concerning the mentor-mentee relationship, it’s you’ll want to make the funding. You want to present up. You need to put within the time.”

Sweeney clarified the distinctive expertise comprising The Checklist—in addition to the distinctive alternative such a gathering offered.

“That is the group that modifications and transforms enterprise, has an unbelievable capability to inform tales, and has enormous platforms to unfold poweful messages,” Sweeney mentioned. “What occurs if you focus that on actually altering somebody’s life—one particular person’s life? What magic can come from that we’ve but to see.”  

The Checklist 2019, 2020 and 2021: The highway to this point

The assembly agenda was moderated by Advert Age Studio 30 Editor John Dioso and Contributing Editor Natalie Zfat, who collectively have been The Checklist’s venture managers since its inception in 2019. Dioso and Zfat up to date the 2022 class about their predecessors’ achievements, together with launching the Ask About It marketing campaign and naming the businesses with the most effective household depart insurance policies in 2019. 

Checklist 2020 member Garrett Bewkes defined how after months of one-on-one conferences the 2020 and 2021 lessons banded collectively to create the Era Subsequent mentorship. Bewkes and fellow 2020 member Lauren Franklin partnered to create and curate a strong academic curriculum that centered on 4 essential pillars: enterprise fundamentals, work atmosphere and tradition, networking and presenting, and administration and management. Below every pillar had been particular person classes.

“We created these North Star statements for every lesson in order that when the mentees walked away they’d have one key takeaway,” Bewkes defined. “This trade is extremely difficult and there’s lots to beat, and we needed to assist fight the unconscious bias that generally manifests itself within the mentorship itself.”

Checklist 2021 member Whitney Headen mentioned how this system culminated in a bunch venture by which mentees labored collectively to develop a holistic advertising and marketing marketing campaign to drive inclusion within the workforce and promote mentorship. One workforce was then chosen to share their proposal at Promoting Week New York final October. One group pitched an concept for a mentorship matching app (suppose Hinge or Bumble for mentors and mentees).

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