media update’s Adam Wakefield spoke to Zubeida Goolam, co-founder of BrandTruth Integrated Content Practice, about why creative excellence requires diversity.
Why is diversity in culture important in the creative storytelling process?
It’s important to understand that we each interpret and experience the world very differently and it’s about finding those nuances for your different audiences.
I think once you have a clearer perspective of where someone is coming from as an individual, you’re able to empathise with them and, therefore, tell a more honest, realistic and truthful story.
The world is full of creative agencies and brands who have a great platform to understand their audience and relate their stories, yet they get it wrong often. If I see another advert with singing and dancing black people ...
What does cultural relevance in storytelling mean?
You connect with your audience when you start to tap into their culture. It’s really that simple. I always love seeing content that draws my attention – when I can almost see the strategy and process behind a gripping piece of work.
I find myself shouting 'Oh yeah, they get it' because, ultimately, it means they get me. These are the type of stories we need more of.
Do you think creative agencies have a habit of hiring only certain types of individuals?
Yes definitely, but they’re going to be forced to rethink the way they hire. We don’t have a choice – it’s adapt or die. If I think about the job descriptions of a 'regular agency' from 10 years ago, and where we are now, we can really see how industry needs have changed.
I’m going through a hiring process at my own storytelling agency, BrandTruth, and people planning is a clever balancing act, which certainly isn’t easy.
When my business partner Wayne Flemming and I started our digital storytelling practice, we were very clear on the kind of people we felt were the right fit for our team.
We wanted to ensure a diverse, culturally in tune team who were highly adaptable. Creative agencies nowadays have to have a deep grasp of how their medium will live across many different channels.
The old 'suit' stereotype, as we used to call them in our early agency days, is not just a suit anymore. I prefer to call them 'wolves' instead because they have a strong understanding of strategy, creative, project management the organisation, and how all of these work together.
We’re not looking for suits anymore, we’re looking for flexible all-rounders with a hunger for learning and finding purpose in what they do.
For more information, visit www.brandtruth.co.
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*Image courtesy of Freepik