General Mills seeks to drive diversity in creativity

This event report addresses how General Mills, the fast-moving consumer goods manufacturer, is seeking to drive diversity in the agency space.

General Mills seeks to drive diversity in creativity

Stephen WhitesideWarc

General Mills made headlines earlier this year when it revealed the agencies competing in a creative review would be required to meet certain benchmarks in the area of diversity.

More specifically, the manufacturer of Cinnamon Toast Crunch cereal, Häagen-Dazs ice cream and Nature Valley granola bars stated that the shops participating in this process – which was ultimately won by 72andSunny and Redscout – must commit to building creative departments where at least 50% of of team members were women and 20% were people of color.

According to Michael...

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