REFLECT was born out of a River Group innovation day, held virtually during the Covid-19 pandemic when all our colleagues were WFH. We put everyone into teams with colleagues they didn’t normally work with and asked them all, Dragons’ Den style, to look at the media and marketing industry to see what services were missing that we could then offer in the guise of a new agency in the group. We committed as a board of directors to set up the winning idea and invited the team members to get involved, if they wanted to, to see how a new agency is set up from scratch.
The winning idea was an influencer talent management agency in the diversity and inclusion space, representing talent from all ethnicities, genders, sexualities, ages, religions, neurodiversities, disabilities, body shapes and visible differences. We felt, as this was a worthy, much-needed initiative, that we should set it up as a not-for-profit business and chose to do this in the form of a community interest company. And, so, REFLECT was born!
All profits we make will support social mobility. What this means practically is that we will sponsor internships, university places, learning and development courses, and provide employment at REFLECT itself, from the groups that we are representing. Meaning that in the future media will be created by diverse talent on both sides of the lens. Thus, individuals will see their difference much more often represented on TV, in the media, on social channels, in out-of-home campaigns, at the cinema and in magazines.
We call upon budding influencers to come and join us, so we can manage their careers, for brands and businesses to seek us out to find talent for their advertising campaigns, allowing them to better represent diversity in their marketing channels. And we are asking the media to reach out to REFLECT to find the right voices to represent societal issues as they arise.
Equally, if you are a charity or business that works in this space, please come and join our movement to make media #opentoall. We are waiting!