Last year we worked with Adam and Eve DDB and Lloyds Banking Group to build a new understanding of how people saw advertising from the point of view of including minorities. The project included desk research, semiotic analysis (conducted by our Swedish partner, Beyond), quant and qual elements.
We learnt that minorities are poorly represented, that most people don’t feel advertising represents them well, and most people over estimate the proportion of people from minority groups in the country. Post Brexit, the implications of these findings make even more sense, but they highlighted the opportunity to create ads that included and represented Britain today more accurately and inclusively.
It was a hugely satisfying project to work on and the findings have just been published – you can see the report at