As an ad sales executive, Russell has seen first-hand the resistance some advertisers have against ads that reflect and appeal to Black audiences. “Three years ago, I met with a major retailer who was timid to have direct conversations or develop copy that would appeal to the affinities and nuances of Black consumers for fear of offending mass market audiences,” she says. “Today that fear has been replaced with strong and daring digital and linear narratives that unapologetically lean into Black life with beautiful intent and rich brand stories rooted in the Black experience.” So, it’s no surprise that Russell was behind OWN’s partnership with ANA’s #SeeHer initiative to increase authentic portrayals of Black women. One of the elements she included is the #WriteHerRight guide which sparks conversations about gender equality with showrunners, actors, and network executives. The guide also serves as a resource for leveraging brand power to reimagine the American story to include Black life that is portrayed with humanity and care.
Do you think there has been significant progress on DEI in the industry in the past year?
The challenges and reckoning of 2020 have generated new conversations, sensitivities and awareness around inclusivity and scaled accountability in support of DEI. Progressive media and consumer brands have designed evolved criteria and standards to foster belonging and representation not only in organizations but within brand copy and content. Much work remains to be done but there has been movement towards progress.
Best initiative to come out of one of your company’s Employee Resource Groups?
At Discovery we have had employee led initiatives that have created communities for candid conversation and education. The dynamics have offered teammates a place to be brave about their experiences and feel safe within their sharing. For the first time in my nearly 20-year career, I am witnessing a healthy intersectionality between the office and personal personas to promote holistic representation in our professional domains.
How have you been a champion of diversity, equity, and inclusion?
My first act has been to bring my full self into the conversations around race to help my leadership and peers bear witness to my vulnerabilities and the debilitating fatigue I experience from navigating inequities across every realm of my life. I let go of shame to be a truth teller in the office. Secondly, I co-led our partnership with ANA and SeeHer to foster new criteria and guidance around reflecting Black women in story with authenticity and accuracy.
Who deserves a biopic made about their life and why?
Of course I’m going to say our inspirational leader at OWN and global master teacher, Ms. Oprah Winfrey!
What’s been the most dramatic change in your sector of the business today vs three years ago?
Three years ago I met with a major retailer who was timid to have direct conversations or develop copy that would appeal to the affinities and nuances of Black consumers for fear of offending mass market audiences. Today that fear has been replaced with strong and daring digital and linear narratives that unapologetically lean into Black life with beautiful intent and rich brand stories rooted in the Black experience. This retailer is not alone, as my conversations three years ago with brands were rooted in demonstrating the ROI to be celebrated by directly celebrating Black life in their campaigns.
My best advice for fostering open, honest communication…
I lead with vulnerability and bravery to share and best reflect my full truth. I look to shred shame and remove judgment in my own testimonies to foster connection of authentic humanness. This example often liberates others to be their full selves as well.
