Verizon’s Diego Scotti on Diversifying Marketing

Diego Scotti oversees global marketing for the $126 billion Verizon brand, including consumer insights, digital marketing, creative development and agency management, while also spearheading an initiative to transform the company from a legacy telecom into a leading tech platform—one that rivals Google, Facebook and Amazon.

Yet he may be best known for his relentless focus on diversifying the ranks of the marketing industry.

The company’s in-house agency, dubbed “140” after its street address, across from New York’s One World Trade Center, employs a staff of more than 100. Half of its members are people of color and 52 percent are women.

“Verizon has been working on diversity for a long time and for us it is critical,” he says. “We were one of the first companies that tasked our agencies to increase diversity and it is now a staple in the way we do business.”

Last year, the Argentine native penned a letter that called on Verizon’s 11 outside agency partners to increase the percentage of women and people of color in leadership roles at their own businesses. In August, the company launched a program called AdFellows, which takes 20 young graduates and rotates them over the course of nine months to work at its creative, media, digital and PR agencies, as well as with Verizon itself. The endgame is to hire 90 percent of them full-time at either Verizon or one of its agency partners.

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