There is a saying, “if you want a good apple, don’t go to the barrel – go straight to the tree.”  But, if there are no trees and you still want quality apples, you just might have to plant a tree.  That is exactly the philosophy that has motivated Kim L. Hunter after he became frustrated with the lack of diversity in the marketing and communications (marcom) industry. 

After spending 20 years in the advertising, public relations and marketing industry, Hunter learned that diversity is achievable only with personal and absolute commitment from the top.  So, Hunter created his own agency, LAGRANT COMMUNICATIONS (LC) in 1990.  Hunter has not only assumed responsibility for advancing diversity within his own organization, he encourages other individuals and organizations to do the same.

Working with such clients as Nissan, Nestlé, Hilton Hotels, Verizon, CompUSA and dozens of others, LAGRANT COMMUNICATIONS has earned nearly 40 public relations industry awards and honors.  Hunter maintains that his agency offers clients comprehensive and culturally sensitive campaigns that build strong, enduring relationships with consumers across the racial spectrum.

“The unfortunate reality is that often times, if you want to have a culturally diverse workplace, you have to go off and create one on your own,” said Hunter.  “But that doesn’t fully address the problem.  We need to see our faces in corporate America – with the clients and at the agencies.”

Hunter knew that minority faces would not become more prevalent within the industry without greater action.  Seeing the need to plant more trees, Hunter founded THE LAGRANT FOUNDATION (TLF) – a philanthropic organization that provides scholarships and internships to African-American, Hispanic, Asian Pacific Islander and American Indian students majoring in public relations, advertising or marketing.  

The Foundation has dual missions – it provides a pipeline of fresh, new talent to the marcom industry, and it helps increase interest and passion for marketing and communications among young minority students.

Each year, the Foundation awards $5,000 scholarships to 10 of the country’s top minority students seeking careers in the marcom industry.  Since its inception in 1999, TLF has awarded scholarships to more than 40 students – to the tune of $170,000.

TLF also strives to provide award recipients with internships at the nation’s leading public relations, advertising and marketing firms.  These internships last at least three months, and provide the students with invaluable hands-on experience and access to potentially long-term mentors and friends within the industry.  TLF also coordinates a number of activities to help aspiring college and high school students to better prepare for marketing careers.

Partnerships for Change

The LAGRANT FOUNDATION could not fulfill it missions without help from others.  Hunter and his team have worked hard to develop partners and support across the country, but he admits it hasn’t always been easy.  While corporate America has become more inclusive, and many businesses have come to value the advantages associated with a culturally diverse workplace, Hunter still finds it difficult to get the marcom industry to commit to diversity.  From his perspective, it is often the emotional equivalent of pulling teeth.

“Agencies, in general, are doing the worst job overall of nurturing diversity,” said Hunter.  “Hey, I’ve been doing this too long to beat around the bush.  Most agencies make excuses about budgets, profit margins and a lack of a minority talent pool.  They just don’t seem serious about making an impact in diversity.  I ask them what they’re doing, and they point to one program with the (American Association of Advertising Agencies).  You can’t tell me that, and have me think you’re serious about change.”

Although Hunter is at times frustrated with the industry, he acknowledges the exceptions.  Manning, Selvage & Lee and its CEO, Lou Capozzi, have a long track record of personal and financial commitment to TLF (see last month’s feature story: Cultivating Diversity at Manning Selvage & Lee).  Hill & Knowlton is also a proud sponsor and supporter.  And TLF has just recently made inroads to The Council of Public Relations Firms, a preeminent industry organization that brings the world’s top agencies together.

“Things are changing,” conceded Hunter.  “I have to say that corporate America, particularly your larger, publicly held corporations, have made significant progress.  And you can actually see the difference over the years.  Obviously, even with the most progressive companies, there is still more to do.”

“The question remains: in the marcom industry, where are the leaders?” asked Hunter.  “Where are the African-American, Hispanic, and Asian-American CEOs of the top advertising and public relations agencies?  Where are the EVPs (Executive Vice Presidents)? I mean, you can look at corporate America on a national level and you'll find a handful of people of color running Fortune 500 companies.  But look at the mainstream marcom agencies, and there are almost NONE.  That’s a disgrace.  For as long as we’ve been making headway in corporate America, there should be more.”

Such comments can lead one to conclude that the marcom industry needs to increase its support for organizations like THE LAGRANT FOUNDATION.  While that is true, the problem is more complicated than simply increasing the pipeline of minorities that come right out of high school and college.  Organizations like TLF can plant trees, but trees need fertile soil and ample water to grow and bear fruit.  The reality is that minorities still find it difficult to progress to senior level positions within major agencies.  Until the industry decides to confront that issue head-on, significant diversity within the marcom industry might only come about only as more minorities follow Hunter’s lead and establish their own agencies.  

One thing is certain, Jim Hunter's career is proof that if you plant a seed, there's no telling how tall or wide the tree will grow.

The End