Today I’m talking to Asmirh Davis founding partner and chief strategy officer of Majority in Atlanta, Georgia. Majority is an agency for the culture, built upon a diversity-led talent model. Majority is not a company with a mission. It is a mission with a company – to accelerate the normalization of diverse faces powering the best creative companies in the world. They are just one year in and are doing really remarkable work! As you’ll hear Asmirh say, she is building an army to tear down the old ways of this business and build a better industry.
I can’t think of anyone better to lead that charge. Here’s my recent talk with Asmirh Davis.
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Culture is a dynamic, ever-changing resource, evolving with each generation, idea, and societal shift. In advertising, connecting insights grounded in cultural understanding to create ideas that resonate meaningfully within culture is key to effective and impactful work. Brands should strive to integrate themselves into the everyday lives and cultural narratives of people.
Being an "outlier" or always having a different perspective due to one's lived experience (e.g., being a Black woman in a predominantly white, conservative environment or industry) fosters a natural inclination to think differently. This unique viewpoint, combined with a deep curiosity for understanding, drives one to constantly question the status quo and push boundaries, leading to innovation and fresh approaches.
When contemplating significant career changes or building a business, especially at a mature stage in one's career, it's crucial to be intentional. This involves deeply considering desired opportunities, aligning them with long-term goals, and actively seeking out conversations and partnerships that resonate with one's vision, rather than passively applying for existing roles.
While a diverse team brings complementary strengths, working with people with different backgrounds and working styles, especially when moving at "lightning speed," can create initial challenges. Overcoming these requires intentional effort to understand each other, let individuals shine in their strengths, and collectively find solutions. This process, though sometimes painful, leads to significant growth and a stronger business.
Building an agency on a diverse talent model inherently creates "tension," not in a negative sense, but as a catalyst for learning and understanding. Diverse experiences lead to uncovering unconscious biases, challenging conventional ways of operating, and necessitating the creation of new approaches. This process, though uncomfortable at times, ultimately results in powerful, meaningful, and effective outcomes that a monolithic culture cannot achieve.
