Beyond tropes, tokenism and talk

Reimagining the strategist’s toolkit to be more inclusive of the BIPOC community

Presented By:

AGP Canada logo
POCAM logo

On April 24th, over 150 industry professionals gathered together to meaningfully push the needle on diversity., equity and inclusion.

Beyond Tropes, Tokenism and Talk, a BIPOC Hackathon jointly organized by the Account Planning Group of Canada (APG) and People of Colour in Advertising and Marketing (POCAM) sought to shift the BIPOC community beyond the casting call.

Four teams, comprised of five individuals each, were tasked with designing a more inclusive brief in front of a live audience and panel of judges.

Key Takeaways

Key Resources

The Inclusive Marketer's Manifesto

An aspirational document, a moral compass, to ground us in the kinds of leaders we want to be.

The Inclusive Marketers Manifesto

The 6th "C" - Conscious Inclusion

A framework for conducting Discovery work. It includes a list of questions to consider exploring to be more consciously inclusive.

The 6C's to inform the development of the research brief

A Blueprint for Inclusive Briefs

The briefing process distilled into a blueprint, outlining how to change the conversations.

A blueprint for inclusive briefs

Media Brief 2.0

A brief that puts a Brand DEI Statement, cultural context, and audience landscape front and centre.

Media Brief 2.0


A briefing checklist tool

The ASK - Slide 1
The ASK - Slide 2
The ASK - Slide 3
The ASK - Slide 4
The ASK - Slide 5

The Presentations

Press Coverage

Press - Strategy
Press - New Canadian Media
Press - Campaign

The Photos

The Participants, Mentors, Judges and Organizers

The Participants, Mentors, Judges and Organizers

The Live Audience

The Live Audience

The Winners

The Winners

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