35: Why cultural 'fit' has backfired

<div><br>Campaign's respective media and creativity editor, Omar Oakes and Brittaney Kiefer, discuss <a href="https://www.campaignlive.co.uk/article/asda-kicks-off-creative-agency-review/1704839">Asda’s decision to review its advertising agency account</a>, as well as recently-launched UK ad campaigns including Oatly, Quorn, and Beagle Street Insurance. <br><br>Then MediaCom chief transformation officer Sue Unerman and her partner, journalist and mindfulness coach Mark Edwards, speak to Omar about their book, <em>Belonging</em>, which they co-authored alongside Kathryn Jacob, chief executive of Pearl & Dean. They discuss whether creative company culture is particularly vulnerable to anti-diverse monocultures, what practical steps people at different levels of the organisations can do to make work more inclusive.<br><br>"This whole ‘fitting in’ and ‘fitting the culture’ [idea] has actually backfired.... you might find good people to fit your culture but great people will expand your culture" - Unerman</div><div><strong><br>Running order (and links to ad campaigns)<br></strong>2:00 Asda reviews ad account - what now for Sonny and his family?<br>6:00 <a href="https://www.campaignlive.co.uk/article/oatly-help-dad-in-house/1704760">Oatly</a> (in-house)<br>10:20 <a href="https://www.campaignlive.co.uk/article/quorn-helping-planet-one-bite-time-adam-eve-ddb/1704641">Quorn</a> (Adam & Eve/DDB)<br>15:50 <a href="https://www.campaignlive.co.uk/article/beagle-street-insurance-life-creature/1704638">Beagle Street</a> (Creature)<br>20:30 <a href="https://www.campaignlive.co.uk/article/osu-you-either-dont-wonderhood/1704835">OSU</a> (Wonderhood)<br>26:50 Sue Unerman/Mark Edwards interview<br><br>This episode was hosted by <em>Campaign</em>'s media and technology editor Omar Oakes and edited by Lindsay Riley.<br><br>Read advertising industry news, features, and see the latest ads on <a href="https://www.campaignlive.co.uk/">campaignlive.co.uk</a>.<br>Follow us on Instagram: <a href="https://www.instagram.com/campaignmagazine/">Campaign Magazine</a><br>Tweet Tweet <a href="https://twitter.com/Campaignmag?">@CampaignMag</a><br>Join our <a href="https://www.linkedin.com/groups/3614115/">LinkedIn group</a></div> <hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>