The FINANCIAL -- HP Inc. shared the results of its diversity scorecard, instituted in 2016 to increase representation of women and underrepresented groups supporting the HP business within the marketing community.
This year’s participants were: BBDO Worldwide, Edelman, Fred & Farid, Giant Spoon and PHD – agencies that represent more than $2B in revenue and 30,000 employees. The scorecard is part of HP’s approach to drive systemic change from client to agency to production houses.
Earlier this year, HP unveiled data proving its agency diversity initiative was having a positive impact on the quality of the creative and on consumer engagement. Measuring the impact of HP ads created before and after the launch of the scorecard, Brand Monitor showed an impressive 6-point increase in purchase intent and Marketing Mix Analysis, run by Nielsen, captured a 33 percent increase in revenue per impression.
The 2017/2018 diversity challenge asked agencies to continue to push for female representation on account and in leadership roles and demonstrate significant progress with underrepresented groups globally. This year’s results also include an overview of international results across key agency partners, which will become part of benchmark scoring for 2019.