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The Dendrocast

By The Dendro Group

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The podcast about how agencies can survive and grow in today's rapidly changing advertising and public relations business.

Customer Reviews

Great work Zach!

Awesome job brining this to life.

Regarding your episode on diversity, absolutely, agencies SHOULD hire people that reflect the communities they hope to represent, reach. Influence, etc. Same goes for leadership teams and nonprofit boards.

But I wholeheartedly disagree that you have to be the same gender/race/experiences as the topics we create communications for. I think it’s about empathy and research, which any professional should be able to do. Good advertising is like “method acting”, being able to think like or evoke emotions in the audience you’re trying to communicate with—whomever they may be. There are surely examples of agencies dropping the ball, but it’s not impossible.

I am an expert on ZERO of the clients I’ve worked on over the past 18 years, yet have penned compelling communications that resonate with people who are not exactly like me. Beyond reaching POC or LGBTQ, we try to connect with a wide range of tribes that we personally don’t belong to: rural ranchers, high-net worth donors, domestic violence survivors, immigrants and refugees. Anyone can care, listen, study, and translate audience insights into effective communications. And of course, never do it in a bubble, without getting input and feedback from those you’re speaking to.


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