SXSW 2020

The Ultimate Test for Diversity & Inclusion in Ads


Today’s brands recognize the power of diversity in ads, but few are actually making progress when it comes to representation. Representation is more than seeing someone who looks like you. It’s seeing people who resonate with you. It's representation that enables brands to connect with consumers on a deeper level and drive business growth. To measure the financial impact of diversity in advertising and encourage brands to think more holistically about representation, creative agency Heat developed a proprietary diversity ad score test that examines 75 key metrics to determine the inclusivity present in ads.

In this session, Maggie Gross, Head of Strategy, Heat, will discuss key learnings from the Heat Test, sharing ways in which brands can adopt better diversity & inclusion practices.

Other Resources / Information


  1. The verifiable financial benefits of creating diverse and inclusive ads
  2. The steps advertisers can take right now to produce more diverse, inclusive work
  3. The brands that truly understand representation in advertising and what we can learn from them



Lauren Bayse, Director, Allison+Partners

Meta Information:

  • Event: SXSW
  • Format: Presentation
  • Track: Advertising & Brand Experience
  • Track 2
  • Level: Intermediate

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