Aniesia Williams is the Director of Content at Barkley, a creative agency in Kansas City, MO.

The voices of Black women often get lost

Black History is everyone’s history—worldwide. It’s always important to honor how Blacks have contributed to such significant events, inventions and social changes for Black culture and for all cultures. We must never forget that as a whole, we’re charged with keeping these contributions and legacies alive and thriving.

I plan to make Black History this year by firmly implanting the power and prolificacies of Black women in the advertising and marketing world. In the ever-changing and influential space of advertising, the images and voices of Black women easily get lost or under-represented. I want to challenge and change that behavior.

Black women in advertising go beyond the big-name faces you see in media ads. We’re behind-the-scenes, working with all types of brands, negotiating contracts, finding talent, closing deals, creating visions and more. Although you may not see us, we’re there. But the question is, shouldn’t you see more of us? Shouldn’t you know more about our work? That’s how I want to make Black history in 2018—by bringing our work to the attention of others.

I’ve been in the advertising and marketing industry for a while now. I’ve built my abilities on a solid educational foundation, but my legwork in the industry is what I’m most proud of. I’ve done business with and received acknowledgements from some of the most distinguished brands in the marketplace. None of that was easy. Despite my education and business acumen, I’m a Black woman in an industry that not only subjects women to less-than authoritative roles, but also stereotypes Blacks. There are two bridges to cross for those of us who want to make history—our gender and our race.

Set Goals for Yourself

My efforts to make history will largely depend on the goals I set for myself, but more importantly the standards that I raise and set for others. I definitely like being known for my creativity and keen ability to see the potential in businesses that want to become reputable and steadfast brands, but I’m striving to be recalled for my passion to bring recognition to the work of Black women in this industry. Our names and roles need to be included and highlighted in all of the same places as our counterparts.

For me, this year is my year to build up and shed the spotlight on Black businesses, especially Black women-owned businesses, who are competing for the same dollars, shelf-space and ad space as everyone else. I’d immensely enjoy the privilege to work with them and create advertising that reflects their images and voices.

This industry that I love so much and has the power to influence so many needs to focus more attention on diversity behind the scenes and in front of our faces. As a working member of this industry, I’m honored to have the space to bring about change because the future of Black women in advertising and Blacks in business depends on what I do today.