Client: BRiM (Black Representation in Marketing)
Industry: Advertising and Marketing
Challenge: Creating a meaningful sponsorship program to address underrepresentation and career stagnation among Black talent in the UK advertising and marketing sectors.

Client Overview

The BRiM initiative, established as part of the Advertising Association’s All In Census, is a cross-industry coalition dedicated to improving Black representation in marketing. In 2024, BRiM sought Avenir Network’s expertise to redesign and relaunch its Sponsorship Program for Black Talent, with the aim of fostering career development for high-potential Black professionals and empowering senior leaders to become effective sponsors.

Why This Matters

The All In Census (2021 and 2023) revealed that Black talent makes up only 1% of the UK’s advertising workforce, despite representing 3% of the UK population. Additionally:

• Black employees face lower levels of career progression compared to their peers.
• Retention challenges disproportionately affect Black talent, with many citing lack of mentorship and sponsorship as barriers to advancement.

These statistics underscore the urgent need for targeted initiatives to improve Black representation, leadership opportunities, and workplace equity in advertising and marketing.

Challenges

1. Underrepresentation: Black professionals face significant barriers to career advancement in advertising and marketing roles.
2. Skills Gap and Advocacy: Many organisations lacked structures to effectively mentor, sponsor, and support Black talent.
3. Industry-Wide Implementation: The program required consistent execution across participating organisations, including WPP, GroupM, and Publicis.

Avenir Network’s Approach

Avenir Network collaborated with BRiM to design and execute a 9-month sponsorship program that would address these challenges and deliver measurable impact.

Program Structure

The program paired high-potential Black professionals with senior leaders, providing:

• Five Development Modules:
  • The Mindset
  • Career Visioning and Planning
  • Self-Confidence and Personal Branding
  • Allyship and Intersectionality
  • Key Professional Competencies
• In-Person Networking Opportunities: Facilitated meaningful connections across the cohort and with industry leaders.
• Guest Speakers: Influential Black leaders shared their journeys, inspiring participants and sponsors alike.
• Practical Resources: Personalised toolkits and action plans to support individual growth and career advancement.

Tailored Delivery

• Participant Support: Individual coaching sessions for Black talent to refine their career strategies.
• Sponsor Training: Equipping senior leaders with tools to advocate effectively and drive cultural change within their organisations.

Results

1. Widespread Engagement:
   • Over 130 participants, including professionals from WPP, GroupM, Publicis, OMG, and We Are Social.
   • 90% of participants reported increased confidence in navigating career opportunities.
2. Leadership Impact:
   • Sponsors reported greater awareness of their role in advancing underrepresented talent.
   • 75% of sponsors committed to implementing new advocacy practices within their organisations.
3. Setting a Benchmark:
   • The program has become an industry standard for effective sponsorship models addressing systemic inequities.

Testimonial

“Dinah and Avenir Network have played a pivotal role in elevating and revamping the BRiM Sponsorship Program. The team’s expertise and dedication have created opportunities for over 100 high-potential Black professionals, providing career development coaching and training to help them advance in their careers. I’m excited to witness the program’s ongoing impact in shaping the industry and advancing Black talent in 2025 and future years.

Beyond delivering the program, Dinah has fostered community engagement by encouraging connection and curating meaningful conversations on key issues through author events and program launches. Her work has driven real progress in our industry and created lasting opportunities for Black professionals to thrive in marketing.” – Natalie Trye, Global Industry Lead, META

Why Avenir Network?

1. Strategic Expertise: Avenir Network designed a program that addressed industry-specific challenges while fostering individual and organisational growth.
2. Scalable Model: The program has become a template for other industries looking to implement DEI-focused sponsorship initiatives.
3. Measurable Impact: Clear metrics demonstrated the program’s success in increasing representation and advocacy.

Looking Ahead

BRiM and Avenir Network are committed to scaling the sponsorship program and exploring additional opportunities to promote Black representation in marketing, ensuring long-lasting industry transformation. 

Organisations are invited to engage with this impactful initiative, with the next cohort launching in March 2025 and another planned for late 2025/2026. These cohorts offer a valuable opportunity to support Black talent, champion inclusivity, and shape the future of the marketing industry.