When Coty Inc. tapped agency Droga5 to help craft a new brand positioning for its CoverGirl line of cosmetics, recalls Ukonwa Ojo, “The creative director was African-American. The strategist was Hispanic.
“And we had a mix of different genders and different sexual orientations on the team.
“So, no, we didn’t discriminate.”
Coty Inc.’s CMO/consumer beauty insisted to delegates at the Association of National Advertisers’ (ANA) 2018 Multicultural Marketing & Diversity Conference that her insistence on a diverse team of partners to address a diverse consumer marketplace was one element of a five-step initiative to “move multicultural advertising beyond a level that is just skin deep” in nature.