—Throughout Black History Month, The Message will be sharing short profiles of Black professionals from across the industry: marketing, advertising, PR, media, and production. Written by POCAM members, the profiles are a way to “fight invisibility,” an exercise in representation for an industry where representation must get better—
Dexter Asson is a seasoned marketing advertising consultant, and a professor of Advertising at Humber and Centennial College.
His journey started thirteen years ago when he was blown away by a billboard in Trinidad and Tobago. “Little did I know that a simple inquiry about its design would pave the way for my career in advertising.” Moving into the Canadian advertising scene during the chaos of the Covid-19 pandemic wasn't easy. But with sheer determination and the support of a group of remarkable individuals, Asson found his footing.
While he didn't have a mentor to guide him, Asson is super thankful to be part of a vibrant community of BIPOC professionals who've got his back. In moments of bias and adversity, this community serves as a beacon of support, helping him navigate the complexities of the industry.
One big moment that stands out in Asson's career was when he crafted three advertising concession programs for two international airports. “It was a culmination of creativity and strategy, allowing me to utilize my skills to develop compelling advertising plans.”
When faced with bias and microaggressions, Asson takes a strategic approach, assessing when and how to respond. He's established a support group called GThursday where colleagues can come together, share experiences, and tackle challenges together over refreshments.
“I envision an industry where individuals can bring their authentic selves to the forefront, celebrated year-round,” he said. “That's why I prioritize teaching multicultural marketing and advertising to my students, nurturing a generation of inclusive professionals.”
To aspiring Black talent entering advertising, Asson offers words of encouragement: “The industry eagerly awaits your unique perspective. Be patient, embrace change, and trust in your journey.”
Beyond his professional pursuits, he channels his passion into Sip & Play Music Inc., fostering creativity and camaraderie by providing a relaxed space for musical expression and learning.
Reflecting on his journey, Asson’s mantra rings loud and clear: "Think it, build it, do it." It's a reminder of the transformative power of ambition and action, echoing his journey of resilience and advocacy in the dynamic landscape of advertising.
[videopress Wv1M2Nuy]
This POCAM BHM 2024 profile was written by Erik dela Cruz, freelance creative director and steering committee member of POCAM.
Geraldine Isaac is executive director of Food For The Poor Canada. Originally from Haiti, he works across the Caribbean and Latin America, building strong and prosperous communities through basic aid and sustainable community development.
Communications and marketing play an important role to help raise awareness and even challenge society to care about those in need. Through Isaac, Geraldine engages audiences and donors on a deeper level, fostering long-term relationships and sustainable support.
Isaac’s career began in financial services and later shifted to philanthropy at McGill University where she contributed to direct marketing, donor communications and campaign analysis. The ‘Campaign McGill: History in the Making’ campaign raised $1.026B and attracted 52,000 donors from Quebec and 44,000 others from around the world.
Later Isaac moved to the CHU Sainte-Justine Foundation and launched the “Healing More Better/Plus Mieux guerir campaign,” surpassing its $150 million goal to close at over $250 million.
Behind her achievements is an often-overlooked narrative: the struggle of Black women in predominantly white spaces in Canada. Fundraising marketing has always been a feat, but the addition of racial bias makes it particularly difficult to navigate. Isaac believes that just ‘showing up’ is the key that gets you one step closer to success.
In a reflection on her journey, she shares her experience of being underestimated and constrained by systemic biases and candidly expresses that she takes these head on. She finds solace throughout, gaining strength by always remembering to 'be still' and keep trusting God: "Be still, and know that I am God" (Psalm 46:10).
Reflecting on impactful Black role models, Isaac shared the spoken word performance called ‘Why Black Women Whisper’ by Anne-Marie Woods which had her and the audience in tears echoing the words...“Black women whisper because we’re tired.” For Isaac, the strength to keep showing up no matter how tiresome, often came from the support and mentorship of allies and leaders around her.
[videopress Sa8YxkyS]
This POCAM #BHM 2024 profile was written by Joycelyn David, Owner and CEO of AV Communications and steering committee member of POCAM.
Rory Webber is a seasoned freelance marketing consultant boasting 17 years of diverse experience across client-side roles, consultancy, and agencies in London, UK, and Toronto. "Early in my career, I was part of a two-person marketing team in a telco start-up. We did everything, all 7Ps. We worked extremely hard, but I’ve never learned so much in such a short time," said Webber. Beyond his day job, Webber also has a passion project brewing: an AI-powered insurance service that's set to shake things up (Venture capitalists, take note).
He was enticed into the industry by its irresistible blend of psychology, problem-solving, commerce, and creativity. Fortunately, breaking into the business wasn’t too difficult for him. "It’s easier than getting a place on a cookie-cutter management training program, where conformity is key. I’m not great at conformity. Leaning into what makes us unique is when we truly live," he said.
When facing instances of bias, microaggressions, or racism, Webber adopts an approach rooted in empathy and understanding. "In those situations, I try to see the innocence in everyone and assume ignorance instead of malice,” he said. “So most often I replay what they said or did, then invite them to reflect on why they thought it was okay." He believes inclusivity means genuinely seeing, hearing, and appreciating everyone within the industry. To pave the way, Webber actively champions the voices of junior talents, ensuring they have a seat at the table where it matters most.
For young Black talents eyeing a career in advertising, Webber has some nuggets of wisdom to share:
Dexter Asson is a seasoned marketing advertising consultant, and a professor of Advertising at Humber and Centennial College.
His journey started thirteen years ago when he was blown away by a billboard in Trinidad and Tobago. “Little did I know that a simple inquiry about its design would pave the way for my career in advertising.” Moving into the Canadian advertising scene during the chaos of the Covid-19 pandemic wasn't easy. But with sheer determination and the support of a group of remarkable individuals, Asson found his footing.
While he didn't have a mentor to guide him, Asson is super thankful to be part of a vibrant community of BIPOC professionals who've got his back. In moments of bias and adversity, this community serves as a beacon of support, helping him navigate the complexities of the industry.
One big moment that stands out in Asson's career was when he crafted three advertising concession programs for two international airports. “It was a culmination of creativity and strategy, allowing me to utilize my skills to develop compelling advertising plans.”
When faced with bias and microaggressions, Asson takes a strategic approach, assessing when and how to respond. He's established a support group called GThursday where colleagues can come together, share experiences, and tackle challenges together over refreshments.
“I envision an industry where individuals can bring their authentic selves to the forefront, celebrated year-round,” he said. “That's why I prioritize teaching multicultural marketing and advertising to my students, nurturing a generation of inclusive professionals.”
To aspiring Black talent entering advertising, Asson offers words of encouragement: “The industry eagerly awaits your unique perspective. Be patient, embrace change, and trust in your journey.”
Beyond his professional pursuits, he channels his passion into Sip & Play Music Inc., fostering creativity and camaraderie by providing a relaxed space for musical expression and learning.
Reflecting on his journey, Asson’s mantra rings loud and clear: "Think it, build it, do it." It's a reminder of the transformative power of ambition and action, echoing his journey of resilience and advocacy in the dynamic landscape of advertising.
[videopress Wv1M2Nuy]
This POCAM BHM 2024 profile was written by Erik dela Cruz, freelance creative director and steering committee member of POCAM.
Geraldine Isaac is executive director of Food For The Poor Canada. Originally from Haiti, he works across the Caribbean and Latin America, building strong and prosperous communities through basic aid and sustainable community development.
Communications and marketing play an important role to help raise awareness and even challenge society to care about those in need. Through Isaac, Geraldine engages audiences and donors on a deeper level, fostering long-term relationships and sustainable support.
Isaac’s career began in financial services and later shifted to philanthropy at McGill University where she contributed to direct marketing, donor communications and campaign analysis. The ‘Campaign McGill: History in the Making’ campaign raised $1.026B and attracted 52,000 donors from Quebec and 44,000 others from around the world.
Later Isaac moved to the CHU Sainte-Justine Foundation and launched the “Healing More Better/Plus Mieux guerir campaign,” surpassing its $150 million goal to close at over $250 million.
Behind her achievements is an often-overlooked narrative: the struggle of Black women in predominantly white spaces in Canada. Fundraising marketing has always been a feat, but the addition of racial bias makes it particularly difficult to navigate. Isaac believes that just ‘showing up’ is the key that gets you one step closer to success.
In a reflection on her journey, she shares her experience of being underestimated and constrained by systemic biases and candidly expresses that she takes these head on. She finds solace throughout, gaining strength by always remembering to 'be still' and keep trusting God: "Be still, and know that I am God" (Psalm 46:10).
Reflecting on impactful Black role models, Isaac shared the spoken word performance called ‘Why Black Women Whisper’ by Anne-Marie Woods which had her and the audience in tears echoing the words...“Black women whisper because we’re tired.” For Isaac, the strength to keep showing up no matter how tiresome, often came from the support and mentorship of allies and leaders around her.
[videopress Sa8YxkyS]
This POCAM #BHM 2024 profile was written by Joycelyn David, Owner and CEO of AV Communications and steering committee member of POCAM.
Rory Webber is a seasoned freelance marketing consultant boasting 17 years of diverse experience across client-side roles, consultancy, and agencies in London, UK, and Toronto. "Early in my career, I was part of a two-person marketing team in a telco start-up. We did everything, all 7Ps. We worked extremely hard, but I’ve never learned so much in such a short time," said Webber. Beyond his day job, Webber also has a passion project brewing: an AI-powered insurance service that's set to shake things up (Venture capitalists, take note).
He was enticed into the industry by its irresistible blend of psychology, problem-solving, commerce, and creativity. Fortunately, breaking into the business wasn’t too difficult for him. "It’s easier than getting a place on a cookie-cutter management training program, where conformity is key. I’m not great at conformity. Leaning into what makes us unique is when we truly live," he said.
When facing instances of bias, microaggressions, or racism, Webber adopts an approach rooted in empathy and understanding. "In those situations, I try to see the innocence in everyone and assume ignorance instead of malice,” he said. “So most often I replay what they said or did, then invite them to reflect on why they thought it was okay." He believes inclusivity means genuinely seeing, hearing, and appreciating everyone within the industry. To pave the way, Webber actively champions the voices of junior talents, ensuring they have a seat at the table where it matters most.
For young Black talents eyeing a career in advertising, Webber has some nuggets of wisdom to share:
- Ensure the industry truly aligns with your interests and goals. Agencies can be tough places to begin a career, so be sure you’re 110% motivated before diving in.
- Pursue at least postgraduate level marketing courses before your first role.
- Advertising is just one part of the marketing mix; appreciating the context of your work will help you and your clients succeed.
- Assume that consumers really, really don’t care for advertising. Your job is to earn their attention by providing genuine value and relevance.
In life, Webber lives by a simple mantra: “Be humble. Have faith. Don’t chase. Love.” It's a recipe for success that's served him well on his journey so far.
[videopress t1GwRdcK]
This POCAM BHM 2024 profile was written by Erik dela Cruz, freelance creative director and steering committee member of POCAM.
