After first picking the ad agency co-founded by Magic Johnson, Walton Isaacson, for its diversity, equity and inclusion branding back in December American Airlines has selected the firm as their agency of record.
The agency’s earlier work focused on an effort to “better connect with Black travelers,” after the airline was referred to them by its Community Council “[i]n the wake of George Floyd’s murder and ensuing social justice protests in 2020.”
Dana Lawrence, American’s managing director of global brand marketing, admits that much of the brand’s advertising prior to 2021 “underindexed” Black passengers. It didn’t do much to include them or the airline’s Black employees in the company’s messaging.
..“We look at our brand equity and brand health, and where we have the biggest opportunity is with Black travelers,” Lawrence said. “It wasn’t that we weren’t reaching them with our general market campaigns, but we needed to do it in a more authentic way that’s going to resonate with them more strongly.”
I wonder if this challenge has more to do with actual incidents and the NAACP’s 2017 travel warning against traveling on American that the faces displayed in its ads (of which there haven’t been many, anyway).
Some of you – probably the same folks who don’t like diversity casting in the new Lord of the Rings – aren’t going to like this, but whether it mattered for American’s bottom line or not I’d point out that the first safety video under legacy US Airways management was a lot more ‘white’ than the more diverse one it replaced of course most passengers don’t see safety videos any longer on American with the removal of seat back entertainment screens from most domestic narrowbody aircraft.
I’d even point out that the airline’s commercials – while not always – do have a long history of showing diverse faces.
Two things struck me from the news of the new agency, however:
- The story is sourced to chief customer officer Alison Taylor, though ironically she no longer oversees marketing (she’s been sidelined from most of her portfolio)
- American only spent $33.3 million on media last year – $23.3 million of which was online.
Walton Isaacson replaces Crispin Porter + Bogusky which hasn’t done much notable for the airline in recent years (likely the result of low spend) but brought us the embarrassing “greatest flyers” campaign which messaged that bad flights are the fault of the passenger, not the airline – just bring noise cancelling headphones, suck it up and leave the window shades down!
More than a new agency, first American Airlines needs to articulate a clear mission or brand purpose in order to have something to message and for its spending to be effective.
Corporate America is full of sanctimony these days. These same hypocrites go home to an all white Martha’s Vineyard. We no longer live in a meritocracy.
Does any business want only white customers? The owner of the Brooklyn Dodgers didn’t when he hired Jackie Robinson.
So let’s give diversity dollars to a dude already worth hundreds of millions? I’m pretty sure that was not the intent of these DEI things.
Gotta buy those racial indulgences so you can go to Twitter heaven.
@John +1
They are just posturing, nobody really gives a crap
American has historically been far further along in representation of diversity than its peers. And yes, it is important, and it does matter. As to those who find this hypocrisy and hegemony, just look at yourselves and your political views. Patriots? Seriously? With Confederate Flags?
@thurstontravel
no, I am a life long democrat, no confederate flag nor MAGA
american is just trying to kiss ass, just like every major corporation that PRETENDS to care
they only give millions to magic johnson since it gives the appearance that they are doing the right thing
nobody gives a shit, and neither do you
You can polish the AA turd as much as you like… At the end of the day, it’s still a turd. And that is what AA is
“Nothing so epitomizes the politically correct gullibility of our times as the magic word “diversity.” The wonders of diversity are proclaimed from the media, extolled in the academy and confirmed in the august chambers of the Supreme Court of the United States. But have you ever seen one speck of hard evidence to support the lofty claims?” Thomas Sowell
A solid agency will work with AA to solidify their vision and how it flows throughout an organization, then you build out the marketing and communications plans. AA had no money to spend and ad cuts are a wise choice when the ink on the balance sheet is red.
This is a smart move, the DEI work was well done and AA can build on that. Maybe “Doing What We Do Best” will make a come back, still iconic with AA like “Like a Good Neighbor” or “Nationwide is on Your Side”. Looking forward to what their marketing plan looks like, can only go up.
Isn’t it ridiculous for an Airline to focus its marketing on Black travelers when Blacks are 13% of the population and have the lowest incomes? Diversity just means less White people and alienating White people. It’s one thing to have actual representation in marketing, tv shows, and ads in line with the population but half the ads we see today show Black families or Black individuals. All races and groups are allowed pride, respect, to act in its best interests, and have their own countries except Whites.
@thurstontravel
It is patriotism to want freedom for our people. We didn’t choose or consent to what the country has become. It was forced on us like rape. One form of slavery was replaced with another one. We’d be much happier separate and independent but people like you are the ones who oppose that. You want Whites as slaves. Why don’t you send diversity to India, China, Kenya, Israel, and Saudi Arabia?
Can we please move beyond race? This isn’t the 1950’s. American is stuck in a time warp.
ESG scores will go up I’m sure.
Commenter are not giving credit to Magic. I’ve interacted with him. He is a tough as nails businessman. He is the reason Starbucks now serves black neighborhoods. This assignment was awarded because of his merit and not optics.
Coming soon: seating quotas
Sorry, we already have enough white people in first class – enjoy economy!
@Jackson Waterson
You can shut up now. We’ve know about your racist bent for some time. It’s not just loathsome Jack but it is quite boring.
Lipstick on a pig.
Well , being a retired AA employee ( legacy ) not USAir legacy . AA always had an incredible policy and culture of inclusion it shows in our history .
Because of a merger AA now getting a bad rap . Hopefully a new fresh company culture will emerge .
@James N
“Political correctness is tyranny…with manners”
Charlton Heston