Press Releases

HP Reports Marketing Agency Diversity Scorecard Results

October 2, 2018

Year Two Results Reflect Strong Progress in Women in Creative Leadership and Strides with Underrepresented Groups, Reported by BBDO Worldwide, Edelman, Fred & Farid, Giant Spoon and PHD  

News highlights:

·         HP’s agency account teams now exceed gender parity in leadership. Across all agency partners, women now hold 55 percent of senior leadership roles on HP account teams, a four-point increase year over year.

·         Significant progress with underrepresented groups. Underrepresented groups saw a 12-point year over year increase in representation on account teams, up to 36 percent of total staff, and a nine-point increase in leadership roles, up to 28 percent.

New York, NY – October 2, 2018 – Today, HP Inc. (NYSE: HPQ) shared the results of its diversity scorecard, instituted in 2016 to increase representation of women and underrepresented groups supporting the HP business within the marketing community. This year’s participants were: BBDO Worldwide, Edelman, Fred & Farid, Giant Spoon and PHD – agencies that represent more than $2B in revenue and 30,000 employees. The scorecard is part of HP’s approach to drive systemic change from client to agency to production houses.

Earlier this year, HP unveiled data proving its agency diversity initiative was having a positive impact on the quality of the creative and on consumer engagement. Measuring the impact of HP ads created before and after the launch of the scorecard, Brand Monitor showed an impressive 6-point increase in purchase intent and Marketing Mix Analysis, run by Nielsen, captured a 33 percent increase in revenue per impression.

The 2017/2018 diversity challenge asked agencies to continue to push for female representation on account and in leadership roles and demonstrate significant progress with underrepresented groups globally. This year’s results also include an overview of international results across key agency partners, which will become part of benchmark scoring for 2019.

Below are this year’s highlights. Full results are available here.

Female Representation

·         Sixty-two percent of HP’s worldwide agency account teams consist of women – a one percentage increase from last year.

·         All agencies have achieved more than 50 percent female representation for overall account teams, with three agencies reaching or surpassing 60 percent.

·         Fifty-five percent of senior account leads are women – a four percent increase year over year. Four out of the five agencies increased representation for women in senior roles.

Underrepresented Groups

·         Thirty-six percent of agency account teams worldwide are from underrepresented groups – a 12-point increase year over year.

·         Twenty-eight percent of senior account staff are from underrepresented groups, a nine percent increase year over year.

·         Four out of five agencies saw a positive upward trend in minority representation for overall account teams.

HP is the first company of its kind to mandate diversity targets, as well as track and measure success via its annual scorecard.

“Our scorecard model is our word in action,” said HP Chief Communications Officer Karen Kahn. “Diversity and inclusion have been core tenets since HP’s inception almost 80 years ago. Our commitment to it will never change. The only difference now, is that we are holding our agencies to the same high standards that we hold for ourselves. We are proud of the work done thus far but know there is much more to we can do to advance representation and equality.” 

Agency Highlights

·         BBDO Worldwide saw a 10 percent increase in senior roles for underrepresented groups and a seven percent increase in underrepresented groups on account teams.

·         Edelman saw a 10 percent increase in underrepresented groups on account teams.

·         Fred & Farid made significant progress with minorities, increasing underrepresented groups by 14 percent.

·         In the year since they joined HP’s agency roster, Giant Spoon increased female representation on its overall account teams by 19 percent and other groups by two percent.

·         PHD saw a three percent increase in representation for minorities in senior account roles.

To amplify its scorecard results and elevate the voices of diverse creative talent, HP’s Kahn will moderate a panel, “Diversity Has an Inclusion Problem,” at Advertising Week in New York on Tuesday, October 2. The panel will feature participants from HP’s #MoreLikeMe initiative, a professional development program created in collaboration with Cannes Lions, designed to build and strengthen racially and ethnically diverse talent in the creative industry. The panel will discuss the importance of not only securing diverse talent, but the true inclusion required to keep creative talent engaged and motivated.

HP’s work to diversify its own ranks has resulted in the most diverse board in the industry, as well as a uniquely diverse leadership team and workforce. In addition to sustaining and improving upon the successes made thus far, HP’s focus for 2018/2019, alongside its agencies, is to continue to increase the number of underrepresented groups within its account team mix. Europe and Asia diversity report a range of other factors such as socio-economic status, age and sexual orientation.

The company continues to partner with some of the industry’s leading diversity advocates, including: the 3% Conference, ADCOLOR, The Association of National Advertisers’ (ANA) #SeeHer initiative and The Female Quotient’s Girl’s Lounge. HP is focused on growing these partnerships globally and establishing similar scorecards across its vendor community.

For more information about HP’s diversity programs, visit here. Join the conversation using #PoweredByDiversity.


About HP

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Camelia Gendreau