Abi Pearl, Head of Advertising at giffgaff, Photography by Uzo Oleh

Why bother about racism?

I have been fortunate. I’ve worked hard, yes, but being surrounded by people who believed in me - more than I believed in myself - was what got me to where I am today, the Head of Advertising for giffgaff, the mobile network run by you.

My mother is from Malawi and my father is from Nottingham. I’m a 50-50 mix of them both, half Ngoni warrior and half worrier (sorry dad). The warrior-worrier dynamic sums up my approach to my career. My first job was as a motoring journalist/marketing exec. Bear in mind I couldn’t even drive and didn’t know what a marketing exec was, but I discovered how to do both very quickly. I still approach work in that way today - being open to any opportunity and always humble to learn.

My falling into the industry came via a brilliant first boss, a marketing director within an agency in Oxford who told me to leave my job and broaden my horizons and work in a London agency. He even set me up with a recruiter to get things moving.

I’ve had both great agency experiences and awful agency experiences. Luckily the latter didn’t last too long, but involved me overworking and ending up in hospital. On reflection I wonder what drove (and still drives) me to feel the need to over succeed. To deliver more than other people. Work harder than others. In part it’s pride, but also an internal fear. A fear that I’m not judged as an equal. I haven’t experienced that in my career but I did growing up as part of one of a few non-white families in our town. So clearly it left a mark.

I can count any encounters of racism I’ve experienced in the industry on one hand. One instance was in a pre-production meeting with a client. Upon presenting the casting, one client commented that it felt “too urban” moving her hand in a circular motion across her face. “Too urban? What do you mean by that?” I asked diligently, taking notes, suppressing any emotion. “Outside London it’s just not that diverse,” she replied. From a cast of about 20 people, five of them were non-White. Five. “I’m from Oxfordshire and can confirm there are Black people there,” I replied. It was the first time I’d played any sort of race card. It was terrifying and not met completely positively as the client felt offended that we were making it an issue. Of course they relented. But it was a horrible reminder of how some people view the world.

Now I’m the client I can make sure that we cast inclusively. Consciously give opportunities to people vs not stating it. My team are great at holding me to account on that and I’m proud that they do.

As was done for me, I want to make sure I open doors for more people, to have someone believe in them more than they do themselves. We sponsor briefs with D&AD New Blood Shift, plus we’re part of the It’s Nice That - Lecture in Progress programme that aims to demystify the creative industry. You can’t get into an industry you don’t know about, or if you are unclear of what opportunities lie within.

Abi Pearl, Head of Advertising at giffgaff

Thank you Abi for sharing your story. What amazing career achievements.

It got me thinking. Why should we feel lucky (blessed even) when we are rewarded with the positions we deserve?

I’ve also wondered why are companies so keen to super advertise the fact that they have just promoted a person of colour into a top role for the first time? Who are they really promoting?

No more window dressing.

Do something real or sit down.

Better still, take a back seat on this one. We will not miss you. Just saying.

For those remaining, here is a first step in doing something real if you are ready, ready.

Invite all your Black, Brown, multi-racial, person of colour, talent to get in touch and discuss with you the roles they should have already been promoted to. And include the pay increase too.

Yes, we are in a recession, but you want to do something real to end the systemic racism in our industry, society, don’t you?

Well this would be real.