French marketing firm Rosapark rebrands as Rosa Paris, a move made a year after encountering backlash
In a move aimed at addressing long-standing concerns about racial inclusiveness, the creative agency Rosapark, owned by Havas, has rebranded to Rosa Paris. The change comes following a pledge made by the agency's leaders in June 2021, in response to criticism from diversity advocates.
The criticism, which gained momentum after the murder of George Floyd in 2020, was sparked by the use of the name Rosapark, a reference to U.S. civil rights icon Rosa Parks. Critics argued that the agency's white leadership was using a name referencing a prominent figure in the fight for racial justice without demonstrating racial inclusiveness within their own ranks.
Nathan Young, co-founder of advocacy group 600 & Rising, added fuel to the fire when he tweeted an image of the agency's leadership and labelled it "advertising's race problem in one image." The tweet, which went viral, amplified the criticism and sparked discussions about advertising's role in racial inclusiveness.
Despite the agency historically claiming its name was unrelated to Rosa Parks, the criticism persisted. The search results do not contain information about the name of the founder of the original agency or details about the criticism by diversity activists regarding the use of Rosa Parks' name.
In response to the criticism, the agency's leaders have announced a rethink of their name. The rebranded agency, Rosa Paris, is now poised to address the issues of racial inclusiveness raised by diversity advocates. The details of the new direction for the agency are yet to be disclosed, but the rebranding is a clear indication of a commitment to change.
The rebranding follows a trend of agencies reevaluating their names and practices in light of the Black Lives Matter movement and the ongoing conversation about racial justice. It is hoped that this move will mark a new chapter for Rosa Paris, one that is more inclusive and reflective of the diversity that the agency aims to represent.
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