Diversity Spotlight - Derris Hawkins-Smith 

What do you do now and what are your career aspirations for the future:
I’m currently a senior at The University of South Florida, here in Tampa.  I’m majoring in Mass Communications with an emphasis in Advertising.  I am an active member of AD2, USF AD Club and I'm currently working for the USF ORACLE as an Account Executive for the Advertising Department. My goal at this point is either to land an internship or better yet an entry-level job in the creative department of an Advertising Agency. However, I know more than likely I will have to start out in the mailroom or fetching coffee for some senior ranking executive!

But in all seriousness, I would like to see myself becoming the reason why advertising stops being lazy and lame; I want to change the game, and bring TRUE creativity back into advertising. There is a misconception that odd and quirky means creative, but just because you wear tight Levi’s, an extra small shirt, have a Mohawk and skateboard to work it does not automatically mean that you are creative.  There is room for “odd and quirky,” but that in itself does not represent creativity.  I want to make those who are considered to be the “elite” in the creative field to step there game up because we owe it to the clients and consumers.  People complain about high paid athletes who don’t play hard day in and day out; the same should go for advertising!
 
Why is recognition of diverse advertising professionals important to you? Why should it be important to the advertising industry?
Personally, I feel that individuals of diverse backgrounds should be given their due, because of the obstacles that they must surpass, just to get someone to glance at their portfolio.  It is important to recognize these individuals, so they are encouraged, and not discouraged to continue progressing in the advertising field.  If someone from a diverse background feels that their “voice” is not being heard, then eventually they’re going to stop talking, and sit in the corner and just go along with the opinion of the majority; and that is why most commercials today do not TRULY represent individuals from diverse backgrounds.

It is extremely important that we not only recognize those who come from diverse backgrounds and who work in the advertising field, but it is also imperative that those who are making hiring decisions for the agencies realize what great potential a person of color and/or a woman can bring to the table for an advertising agency. 

What do you think of the quality of multicultural advertising and how would you suggest improving it?
Multicultural advertising right now is for the most part, inaccurate and disrespectful. I’m tired of seeing commercials where the black person has crazy hair, and is singing or dancing; or the Asian commercial with subtitles, and takes place in china town; and then you have the classic Hispanic commercial where it’s a big family gathering and the women are cooking tacos and the children are playing with a pińata; or what about people of Middle Eastern descent, your hard pressed to find a commercial where they are even prevalent.

First off, the people who are creating these inaccurate advertisements, need to actually care what the people of that culture are going to think of this depiction of their culture; because if they did, we would not see half of the commercials we see today. Also, there needs to be more research and time put into actually understanding the way minorities think and the way we interact on a daily basis.  There are some situations where certain individuals from a particular neighborhood may fall into that stereotypical category, but I can promise you that a majority of the people in that culture do not.

As a diverse member of society, how would you contribute to creating greater inclusion for diverse advertising professionals with the advertising industry?
The best contribution I can provide for diverse advertising professionals is staying TRUE to my work, and what I believe in.  I’m not saying that you have to be at work acting as a revolutionary and complain about everything you don’t agree with...I am saying, that you should not have to compromise who you are as a diverse individual to be successful in this industry.   I’m going to create ads based on what I know to be accurate and true, and not some stereotypical nonsense; because that’s what pleases the “Boss”. Once you take the truth out of an ad, all you are left with is a lie! 

I don’t just want to be the diverse face in the company picture, but instead I want to be the reason why the agency starts creating more accurate depictions of minorities and women in their advertisements.


Each month, Ad2 Tampa Bay Sphere selects a multicultural member from within the Tampa Bay Advertising Community to be featured in our Diversity Spotlight section. Sphere’s Diversity Spotlight sets out to recognize and promote the unique perspectives and abilities of ethically and culturally diverse advertising professionals right here in Tampa Bay!   If you would like to be featured in next month’s Diversity Spotlight please email multicultral@ad2tampabay.org to apply! If selected you will recieve a certificate of  accomplishment from Ad2 Tampa Bay Sphere and a place in the spotlight for one year!