Advertising agencies seek more black staff

The advertising industry is to launch a special recruitment campaign after a survey found that only 4 per cent of staff were from ethnic minorities.

The Institute of Practitioners in Advertising said its study showed that of 14,200 staff, 95.7 per cent were from a white, British background, 1.4 per cent were black, 1.3 per cent were Asian and 0.8 per cent mixed race. Some agencies have been forced by the shortage of ethnic-minority staff to consult outside groups on different community attitudes and markets.

Hamish Pringle, president of the institute, said: "The business is under-representing the ethnic mix in society. Even if we are not racist or prejudiced it gives the impression that we are." He added: "If a huge population exists with a disposable income, do advertising agencies know enough to market to them? The answer is probably not."