Impact matters: Personal insights on inclusivity in the industry

Craig Matchett, Creative Director, Saffron Brand Consultants 

London acts as a significant socio-economic filter for the creative industry, with the South of England and London representing 54% (vs 15% North East, North West, Yorkshire and the Humber) of creative employment. Often, significant financial support is required to access these roles. 

Creatives from lower socio-economic backgrounds face hard challenges, such as high cost of living, and softer barriers like limited family support and class structures. This may stifle aspiration or even the belief that a career in the industry is possible.  

To anyone feeling out of place in their industry, my advice is to create a space where you belong. The industry needs diverse voices, and it’s up to us to amplify our own. 

Coming from a small town with a similar background, I faced these exact challenges and had to turn down early internships in London because they were unpaid, or poorly paid. I’d also never truly believed London was an option, seeing the nearest city to my art school, Liverpool, as more realistic

Very quickly, I became aware that my range of opportunities would be limited outside of London. If it weren’t for lucky breaks, and people who helped me find relevant, paid, work, I'd have never gained the experience to be where I am today.  

Now, I focus on supporting the next generation of creatives who face similar hurdles. Through partnerships with universities and offering paid internships, Saffron aims to help students believe they belong in this industry - providing the exposure and financial support they need to succeed. I want them to know that they do belong, that their creativity is needed. 

Above: Craig Matchett, Creative Director, Saffron Brand Consultants 

Kristy Elisano, Chief Marketing Officer, Sparks 

In the early days of my career, the event marketing industry was overwhelmingly male, particularly in leadership roles. As more women entered the field, and our client base shifted, it became clear that our industry needed to evolve.  

About 15 years ago I decided to take action, co-founding Women in Events (WIE) to connect, inspire, and acknowledge women in our industry. We launched WIE internally as an employee resource group, meeting monthly to discuss the barriers to growth women face. These conversations have been instrumental in driving initiatives that support women's advancement within our agency.  

It’s never about ‘one size fits all’ – we have to acknowledge that people bring with them a range of experiences, outlooks and opinions and work with this, not against it. 

Externally, in partnership with the Experiential Marketing Summit, we created an annual event where women across the industry come together to share ideas, overcome challenges, and celebrate successes. Both programs continue to thrive today.  

To anyone feeling out of place in their industry, my advice is to create a space where you belong. The industry needs diverse voices, and it’s up to us to amplify our own. Inclusion isn’t just about making room at the table; it’s about forging it from wood. 

Above: Kristy Elisano, Chief Marketing Officer, Sparks 

Kiran Bance, Director of Diversity, Equity, Inclusion and Belonging at Omnicom Media Group UK 

Throughout my career, in all the different industries I’ve worked in, from banking and finance to the charity sector, ethnically diverse people have been consistently excluded. This exclusion takes many forms, from microaggressions to lack of progression, especially at mid to senior levels. And as a British Asian woman, I’ve experienced it first-hand repeatedly. It’s one of the reasons my career over time has moved from wider HR roles to dedicated DEI roles. 

Think about how you can work to influence and mould your environment so that it allows for different fits and perspectives. 

Focusing on creating environments of inclusion and strengthening belonging has become central to my career; whether that’s ensuring considered and measurable targets are set for ethnically diverse talent recruitment at different levels, looking at how we can embed a culture that creates space for different lived experiences, or creating sponsorship programmes that support the education and development of those who need it most. 

It’s never about ‘one size fits all’ – we have to acknowledge that people bring with them a range of experiences, outlooks and opinions and work with this, not against it. It’s the industry that needs to change (and is changing) to fit around you. 

We should recognise and value what everyone brings to work, moving away from a mindset of ‘culture fit’ to one of leveraging and supporting how individuals stand out and bring something unique to the workplace. We live in a world where historically minoritised communities have always had to conform, but no more. I would encourage everyone to embrace their difference and make it their superpower. 

Above: Kiran Bance, Director of Diversity, Equity, Inclusion and Belonging at Omnicom Media Group UK 

Marianne Waite, Director of Inclusivity, Global Lead, Interbrand 

Up until around 8 years ago, the topic of disability was still either taboo or simply omitted within the creative industry. Disability wasn’t considered in terms of employment barriers - not in the mainstream anyway - and there was certainly no discussion around the needs of disabled consumers. 

The topic was confined to cause marketing campaigns or charity initiatives. But slowly over time, we have started to see more and more people recognise the immense value of disabled talent. 

In response to my own frustration, in 2016, I launched the thought leadership collective Think Designable to help the creative world understand the opportunity to create social, brand, and business impact through disability inclusion. The idea was to put inclusive design at the heart of the design process, to make products and services that work for as many people as possible for as long as possible.

My advice to anyone feeling like they don’t fit in is to firstly remember that this industry relies on people that think, behave and see the world differently.

My work in this area took me from working within client services in a small independent branding agency, to launching a multi-award-winning global disability campaign, ‘The Valuable 500’ at Davos in 2019. I then launched Omnicom’s first inclusivity practice at Interbrand, where we help global brands understand how to remove barriers for disabled and historically marginalised consumer groups. 

Inclusive impact comes from being curious, courageous and accommodating. 

My advice to anyone feeling like they don’t fit in is to firstly remember that this industry relies on people that think, behave and see the world differently. Difference is creative currency. So, secondly; understand which bits don’t fit and examine the mismatch. Think about how you can work to influence and mould your environment so that it allows for different fits and perspectives.