by Matthew Jones

If you’re affiliated with the marketing industry in any way, you probably know the name Renetta McCann.  She’s one of the most influential names in the industry – a pioneer in the world of media that continues to leave her mark across the industry.

McCann is no stranger to shattering glass-ceilings that often hinder the professional growth of women and minorities.  With more than 26 years of advertising under her belt, she has built a career that anyone, regardless of race or gender, would be proud to claim. 

In August, McCann was named chief executive officer of Starcom Mediavest Group (SMG)/The Americas – she previously held the post of chief executive of Starcom North America.  In her new role, McCann will oversee what is arguably SMG’s most important and expansive region, bringing under her well-seasoned wing a workforce of more than 1,800 people and four brands – Starcom, Mediavest, GM Planworks, and Starlink.

“The communications industry is ripe for the next level,” explained McCann of her plans to keep SMG at the forefront of a changing industry.  “Over the past five years, we’ve seen it happening – unbundling of subsidiaries, client consolidation, and the proliferation of media technologies.  It has changed how advertising and media operate.”

McCann also cites the increased globalization of the marketplace and multicultural dynamics as powerful elements in a rapidly changing environment.  “(The change) makes for a very ripe soil,” she said.  “We will make sure that SMG is one of the companies that shapes and defines how (all these changes) play out in the media space.”

Since her promotion, McCann has spent a good deal of time becoming acquainted with her new areas of responsibility and meeting with top management and domestic and international leadership teams in Paris, France, and Mexico City, Mexico.  In a relatively short period of time, McCann has learned some important lessons.

“We essentially provide the same product all over the world,” explained McCann.  “It just needs to be tailored, refined and managed differently.  It’s fascinating to see how other countries really practice it – to see what are the similarities; what are the differences; what are the commonalties; and what needs adjustment.”

McCann understands that success everywhere is a matter of formulating appropriate answers to critical questions and that asking the appropriate questions is often a matter of exposure.  “Executives who have primarily spent their entire careers in the United States might want to consider going out and getting some international experience,” she concluded. 

Bringing Global Diversity Home

One might conclude that the global marketplace would create tremendous opportunities for talented minority professionals like McCann, but many large agencies are still behind the curve in acknowledging the need for diversity within their own walls - a reality that McCann is keenly aware of.

“The marketing industry is not that much further along (when it comes to diversity),” said McCann.  “I am amazed, amused and disturbed by the borrowing of cultures and their reflection into the marketplace, yet at the same time, the industry is not more populated (by people of color).”

While she doesn’t believe there’s a concerted effort to malign or embarrass people of color, there is nonetheless an abundance of public images that do not serve the interests of diverse communities.  “I’m fascinated by the images people are allowed to see.”

Not being one to beat around the bush, McCann is very clear about what the obstacles are to true diversity, and what it will take to overcome them.  As she sees it, true diversity might be a generation or more away.   ”I’m still not sure people are ready for us to be front and center,” declared McCann.  “They’re not prepared for us to come in as many flavors as we do.”

From McCann’s perspective, substantive change throughout the advertising industry might require greater external pressure.

“The 50s and the 60s were all about moral and social leverage – I wish the world were more moral and social,” said McCann.  “We need to harness our economic power, and leverage it.  You have to push both (moral and economic) levers to affect change.  (As a community) we haven’t learned to push the economic lever as well as others.”

McCann’s views speak to an underlying socioeconomic truth – in this world, and especially in the corporate world, money talks.

“Until there is proof that there is a revenue impact of diversity, or a loss of revenue when it’s not achieved, it’s not going to happen,” explained McCann.  “Companies – particularly public companies – are in it to make a profit.  Anything that doesn’t do that gets ignored.  At the top of the food chain, the world is green.”

McCann went on to explain that the top of the food chain is not only green, it’s exclusive.  “Look at the upper levels (of America’s corporations), the board members, and at top management. (The lack of diversity at those levels) shows that people don’t think it will change the bottom line.”

The Personal Power of Renetta McCann

McCann’s ability to bring in more green has certainly illustrated her value to SMG, but she has also been through the ringer – experiencing those special moments that are reserved for women and people of color. 

From being mistaken as a cocktail server at a major industry function, to having a supervisor tell her “We never expected you to be as good as you are,” to having a client look her dead in the face and say “Black people can’t afford our products” – McCann has seen and experienced those countless incidents that leave so many of African American professionals temporarily speechless and frustrated.

At one point, she even had a high-level client purposely refer to her as Rosetta and not Renetta.  It was a small, subtle attack – the impact and pain of which can only be truly understand by those who have been through it.  True to McCann’s nature, however, she taught that client her real name by meeting and exceeding his expectations at every turn.

While that client eventually came to admire and respect McCann and her work, the experience illustrates the additional “little challenges” that confront so many women and minorities even today.  McCann stands as a prime example of how determined and skillful individuals can overcome obstacles and win battles, even wars.

Although McCann is proud of her accomplishments, she is uncomfortable with the fact that she is the first and only African American to achieve senior status within her agency, and even more discouraged by the fact that there are seemingly few candidates coming up behind her.  This raises the difficult and disturbing question of ‘how long are we going to have to wait for another Renetta McCann?’

Time will tell. If the current landscape is any indication, it may be a while. Without a pipeline to a pool of emerging and diverse talent, there will be no replacements, and without replacements, the future of diversity in the marketing industry is, at best, a challenging one.

Prior to vacating her role as CEO of Starcom North America for her expanded job at SMG, McCann approved a new diversity effort for the USA company. Orchestrated by a combined internal/external team, the project is being designed to help the biggest office in the SMG network find, hire, retain and nurture outstanding people of diverse backgrounds.

"Our clients depend on us to help make them relevant to the population at large," said McCann. "Our thinking and our product can only improve if it is informed by a more diverse and experienced workforce."

Starcom North America's new diversity effort is precisely the kind of initiative needed throughout the industry to achieve greater diversity at the top levels.  For now, however, we can celebrate Renetta McCann.  We can hear her story and share her pride.  We can hold her up as a shining example of an African American who has excelled within the advertising industry.

But how does one assume the responsibility of being the symbol of success for an entire community?

According to McCann, it comes from harnessing your own personal power.  On the surface, power can be interpreted as the influence afforded to her as CEO of one of the largest, most prestigious media houses in the world, but that would be incorrect.  McCann does not define herself in such narrow terms.  She is a mother, a wife, a sister, and a daughter – a sum of numerous essential parts that add up to a woman of considerable internal and external power.

While the world looks and sees Renetta McCann, pioneer and industry leader, her family just sees Renetta, the oldest of five siblings; the daughter who went the business route; and the mother and wife who forgot to bring home potato salad for dinner.

“My mother doesn’t really understand what I do,” said Renetta of her mom, who is a teacher with two Masters degrees.  “My stepfather is the same way.  (My decision to go into marketing) doesn’t strike them one way or the other.  They’re just like: 'Great, we’re glad you’re working.'"

McCann’s children, however, are aware of her exact role, and are in tune with the intentions of marketing.  “They have their opinion of marketing,” explains McCann.  “They know it’s designed to get them to buy things, and they know what makes them want to buy things.  They’re savvy, aware consumers.  But trust me, they’re consumers.”

As a first-generation businesswoman, McCann didn’t have any firsthand references as to what to expect, or what was expected of her when she entered corporate America.  Aside from an uncle who has risen through the ranks at ComEd, she is the only corporate pioneer in the family.  Her children, however, will have one of the finest examples available.

Each day they gain a better understanding of their mother as a woman, an individual, and an African-American who is committed to being the best person she can be.  Aside from her accomplishments in the marketing world, McCann’s true power lies in just being Renetta.

“(When I’m with my family) I have the luxury of being me,” she explains.  “They treat me like I’m their sister, or mother or daughter.  My relationships have not changed because of my job.”

The End