Ever wondered what the face of advertising looks like? The picture above is the result of MEC’s initiative at Advertising Week Europe yesterday, which used photographs of attendees and a bespoke facial merging tool to capture this image. The image of the face was updated and altered in real time as the images of different attendees’ faces were captured, and it ended up with this. Photos of attendees were combined via bespoke facial merging tools to create a real-time data visualisation of what people working in the industry today look like. The merged ‘face’ will be on display at the Ad Week Europe 2017 venue at Picturehouse Central in Piccadilly, with the image of the face to be updated and altered in real time as the images of different attendees’ faces are captured.
MEC is also challenging Ad Week delegates to “brave their bias” and take part in up to six Harvard University Implicit Association Tests (IATs) each, which are designed to help bring unconscious biases to the surface. The tests measure hidden attitudes and beliefs that people may be unwilling or unable to admit to; or even aware of. Attendees can take part anonymously and will be tested on their attitudes towards the likes of gender, disability, sexuality, weight, age and race. The focus of the result is not on an individual’s score, but rather on encouraging individuals to look and reflect on the presence and breadth of their biases. Each IAT test takes around 10 minutes to complete, and involves answering a set of multiple choice questions on the topic of your choice. There's then a quick fire test where you have to push keys as quickly as possible to answer each question which is how your unconscious bias is uncovered. Results are revealed as soon as you've submitted your answers.
The aim of MEC’s Brave Your Bias test, which took place in the foyer of Picturehouse Central on day one of Ad Week Europe (March 20), was to encourage delegates to help drive change and challenge the face of advertising by confronting their own biases and pledging to work on them Diversity Consultant Sasha Scott from The Inclusive Group was on hand to offer coaching and top tips for those looking for tailored advice on how to address their bias.
Sarah Homer, People & Culture Director, MEC EMEA said: “We are looking to build a truly inclusive culture in MEC, where every unique person has a voice. Tackling unconscious bias is going to drive inclusion and unlock greater collaboration and creativity in all the work we do. We all have inbuilt prejudices from our backgrounds and upbringings, but becoming aware of them is the first step to ‘owning’ them, and getting advice from a specialist coach can help us do this.” Jason Dormieux, CEO of MEC UK, said: “As an industry we lag behind many others when it comes to diversity. Whilst inclusivity is a major focus for our industry, we need to move from intention to action as we seek to better reflect the UK’s diverse society. By tackling people’s unconscious bias we can actively support individuals to encourage greater inclusivity in our workforce.”
MEC also presented a panel discussion at Ad Week on The Future of Media, with a panel including industry experts Simon Daglish, Deputy Managing Director Commercial, ITV; Ella Dolphin, CEO, Shortlist Media; Jon O’Donnell, MD Commercial, ESI Media; Helen Weisinger, Chief Client Officer, Outdoor Plus; and Chris Pelekanou, Commercial Director, Clear Channel UK. The panel discussed where they thought the future of media is headed in light of the rapid rise of digital consumption and smart devices continually getting smarter. The panel was moderated by Verra Budimlija, Chief Strategy Officer at MEC UK.
Advertising Week Europe 2017 runs until March 24. CLICK HERE to read about what Advertising Week Europe founder, Matt Scheckner, had to say about what Brexit will mean for the event.
