The Media For All (MEFA) Diversity and Inclusion Awards, held in partnership with Campaign, aims to recognise and elevate outstanding initiatives that are “breaking new ground” and “embodying the vibrant, inclusive society we strive to create”.
That’s according to MEFA chief executive and founder, Naren Patel, who sat down with Campaign to discuss his hopes for this year’s round of entries and the continued value and importance of celebrating equity, diversity and inclusion (EDI) within the advertising industry.
Q: Why was the MEFA Diversity and Inclusion Awards founded?
A: The long-term goal is to reach a point where awards celebrating diversity and inclusion are no longer necessary because everyone feels a true sense of belonging. In the meantime, though, we hope these awards continue to recognise and support the businesses and individuals working hard to advance these important values.
Q: Why is it still so important to celebrate these awards in 2024 and beyond?
A: People from Black, Asian and Mixed backgrounds are 2.5 times more likely to leave the industry than their white colleagues, and this needs to change. Additionally, three subgroups – Black women, Muslim women and Sikh women – report the worst lived experiences within our industry.
We must work harder to ensure that everyone feels included, regardless of their skin colour or the religion they practise. The race riots have shown that racism is still very much present in our country, and our industry must strive to ensure that both the quality of our work and the inclusivity of our workplaces contribute to eradicating racism in the UK.
Q: What kind of work are you looking for at this year’s MEFA Diversity and Inclusion Awards?
A: Last year the entries from individuals and for the All In Champions category were particularly strong, so this time around we’re hoping for more quality submissions for creative output and media planning.
The final creative output remains extremely important, as it’s what connects with the wider country. We need to see more work that authentically portrays individuals from diverse backgrounds in a way that resonates with consumers, from central London to Wales and the North East.
Q: Is anything different this year?
A: There’s an additional category. Last year, we had many EDI and HR leaders entering the Changemaker/Unsung Hero Awards, so we’ve introduced a dedicated category specifically for them. These individuals are working to transform organisational cultures, which is an incredibly challenging business task.
This year, the MEFA Diversity and Inclusion Awards judging panel is chaired by Conrad Persons, president, Grey and Satin Reid, managing director, EssenceMediaCom:
“There is always the risk that people in our industry, and culture at large, grow passive or fatigued about inclusion. We can’t. The MEFA DEI awards are both a celebration of excellence and a reminder to all of us that the work of diversity and inclusion has never been done.
“I hope that the industry shows its commitment by giving us a record number of entries. I’ll be especially looking forward to seeing examples of where diversity is helping to do all the things effective creative can do: solve business problems, build brands, engage employees, grow audiences and crystallise why brands matter – to their customers and the world at large,” said Persons.
Reid added: “The MEFA DEI Awards are a celebration of the individuals and organisations that are truly committed to creating a more diverse and inclusive media industry. We know that this work often goes unnoticed and these awards are a platform to showcase these achievements, and importantly inspire more of the industry to come on this journey with us.
“In 2024, we are hoping to see submissions from all parts of the media world: media owners, agencies, tech businesses and beyond. We are looking for the kind of work that shows commitment, innovation and importantly a sustainable impact on DE&I in our organisations and the wider industry.”
And the rest of the judges are:
- Bhavesh Patel, director of media – UK & Europe, Sky
Caroline Ayling, president, Bloom
Chris Dunne, joint CEO, Outvertising
Curtis Weir, OOH group director, Publicis
Dallas Wiles, co-chief executive officer, JCDecaux
Daren Rubins, co-founder, Conker
Davina Barker, sales director, Digital Cinema Media
Dilki Weerakoon, head of UK client strategy, Talon
Gerry Anyanwu, head of client (FMcG/Telecoms), Global
Gideon Spanier, editor-in-chief, Campaign
Jeff Simmons, senior client lead, Automotive, Microsoft Advertising UK
Jessica Tagg, UK director of sales, Blis
Karen Stacey, president, WACL
Laura Fenton, chief operating officer, Omnicom Media Group UK
Liam Mullins, managing partner, the7stars
Maya Tank, senior client partner, Double Verify
Mihir Haria-Shah, customer and commercial leader, 4Sales, Channel 4
Naren Patel, chairman, NABS
Nicola Smith, head of people and talent, Ocean Outdoor
Pardeep Bolla, senior marketing manager, Hearst UK
Rak Patel, head of sales – EMEA, Spotify
Sajeeda Merali, chief executive officer, PPA
Sharon Lloyd-Barnes, commercial director and inclusion lead, Advertising Association
Steven Bedwell, head of sales, media agencies, Clear Channel UK
Tobi Asare, managing partner, head of growth, OMD
Q: How and why should you enter?
A: There are lots of reasons to enter. The awards will spotlight exceptional advertisers, media organisations and individuals who are making a lasting positive impact, paving the way for future generations entering our industry.
But don’t just take Patel’s word for it – here’s what winning the Unsung Hero award meant to Gerry Anyanwu, head of client (FMCG/Telecoms), Global. “When I first started out in the industry I felt so overlooked as a Black woman, at times I felt I was losing my sense of self. So to come full circle and be recognised not only by my peers but for the work I do supporting those coming after me. It was a joyous, empowering, tearful moment to be recognised as an Unsung MEFA hero. The best thing was my son was there to see it all.”
On top of industry recognition, it’s free to enter or make a nomination and there are seven different categories to choose from, encompassing all protected characteristics, such as age, disability, gender, race, religion or belief, sex, and sexual orientation. Those that entered last year are welcome to do so again.
Enter the MEFA Diversity and Inclusion awards by Saturday 5 October at 23:59pm.