Cultivating Connections with Historically Black Colleges and Universities by Wieden+Kennedy
In the world of advertising, Charity Pourhabib, a brand executive at Wieden+Kennedy, wishes she had a mentor to guide her through the industry before sending her portfolio for review. Her sentiments highlight a persisting divide in the advertising industry, particularly for students from Historically Black Colleges and Universities (HBCUs).
Pourhabib, a Hampton University alum, felt a lack of representation from HBCUs during her time at the institution. This lack of exposure to the advertising industry may be a barrier for many HBCU students, as Black employees make up less than 6% of the advertising industry.
However, several initiatives and programs are currently in place to increase diversity and mentorship opportunities specifically for Black students in the advertising and entertainment industries. One such program is the Atlanta University Center Consortium (AUCC) fellowship, which partners with filmmaker Spike Lee. This eight-week paid fellowship places Black undergraduate students from HBCUs like Clark Atlanta University, Morehouse College, and Spelman College in major industry hubs like New York or Los Angeles. The program offers rotations across different agency departments, comprehensive support, and networking events.
Other initiatives focus on cultivating filmmaking skills among emerging Black filmmakers, such as the 5 Shorts Project in Philadelphia, and building leadership and team-building skills for youth preparing for creative industries, like the After School Arts Program (ASAP) in Boston.
In addition, brands and companies are increasingly focusing on diversity, equity, and inclusion (DEI), supporting Black media and public movements like Black Lives Matter. This enhanced focus on DEI may indirectly foster more diverse mentorship and professional opportunities within industry networks.
While these initiatives focus primarily on entertainment and creative storytelling sectors closely related to advertising, they reflect a growing industry trend toward creating structured mentorship, paid fellowships, and targeted professional development programs for Black students to increase diversity and access.
Pourhabib wants to ensure future students have an easier time breaking into the advertising industry. She wishes she knew about strategy before getting into the ad industry and feels that her peers share similar wishes. The advertising industry may need to address the lack of knowledge on how to break into it, especially for HBCU students.
Scholarship opportunities targeted at Black students studying marketing, business, or related fields may provide financial support, further enabling participation in internship and mentorship programs. As the advertising industry continues to evolve, it is crucial to address the lack of representation and provide more opportunities for students from HBCUs to thrive in this field.
[1] Atlanta University Center Consortium Consortium, (n.d.). Atlanta University Center Consortium Fellowship [2] 5 Shorts Project, (n.d.). About Us [3] Adweek, (2020). How Brands Can Support Black Lives Matter [4] National Black MBA Association, (n.d.). Scholarships
- Charity Pourhabib, a brand executive at Wieden+Keny, emphasizes the need for mentorship programs in the advertising industry, particularly for students from Historically Black Colleges and Universities (HBCUs), who often lack exposure to the industry.
- Initiatives like the Atlanta University Center Consortium Fellowship, which partners with Spike Lee, aim to increase diversity in the advertising and entertainment industries by providing Black students from HBCUs with paid fellowships and comprehensive support in major industry hubs.
- To further empower HBCU students pursuing careers in marketing, business, or related fields, existing scholarship opportunities should be leveraged to provide financial backing for participating in internships, mentorship programs, and other professional development opportunities.
