The Martin Agency leverages influence to drive change in the ratio of underrepresented creators

The Martin Agency announced their commitment to hire a minimum of 50% directorial/editorial talent from underrepresented groups with regards to gender, race and ability for all their video content production, as part of the agency’s goal to help reshape the advertising industry to better reflect culture. With over $100M in client-combined production spend annually, Martin is leveraging their influence to drive change in the ratio of underrepresented creators, reports shots News.

Galvanized by the goal and supported by clients like DoorDash, GEICO, UPS, CarMax and Buffalo Wild Wings, Martin is exceeding their ambition to date. “We started the year with the goal to award a minimum 50% of all content production to underrepresented talent,” said Tasha Dean, EVP, head of production at the Richmond-based agency.  “To date, we achieved 65% underrepresented directors and when we include editors, the number jumps to 85%. We felt it was not only the right thing to do, it also matters to the success of what we do.”

More here.