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
Ya Shan Waley-Horhager is the chief marketing and communications officer at North York General Foundation with more than 21 years of experience.
During her high school years, a social studies course on subliminal messaging in advertising sparked something inside her. It was a moment of illumination. “It was a truly fascinating lesson that opened my eyes to the influence of advertising and forced me to think critically about its impact,” said Waley-Horhager. Pursuing a communications studies major in university, she dove deep into the impact of advertising on social norms and behaviours.
Entering the industry wasn't easy. After graduation, Waley-Horhager sent out over a hundred resumes in a single week. But her persistence paid off, landing her first job at a company selling newspaper advertising products. Her breakthrough came later as an advertising specialist at a major telecommunications company, thrusting her into the dynamic world of marketing.
Waley-Horhager recognizes the need for greater diversity and inclusion. While she's had remarkable mentors, she acknowledges the lack of BIPOC representation in leadership roles. To foster inclusivity, she advocates for diverse representation in decision-making positions. “Having more diversity at the table is important to represent different voices and experiences,” said Waley-Horhager.
Addressing biases, microaggressions, and racism is an ongoing journey for Waley-Horhager. Though more attuned now, she still grapples with interpreting situations accurately. “There are times when I still question whether a certain situation is in fact me experiencing microaggression or if I’m overthinking things or misinterpreting someone’s behaviour. I often struggle with the awkwardness of it all. When it’s overt, which has thankfully been rare for me, it’s much easier to call out,” she said.
To foster a more inclusive industry, Waley-Horhager believes that highlighting diverse voices and perspectives is key – bringing a wider range of ideas and experiences to the table. She strives to be inclusive in her work, amplifying underrepresented voices and perspectives whenever possible.
For aspiring young Black talent looking to enter the advertising industry, Waley-Horhager has valuable advice: “Be curious. Think critically and have the courage to ask questions. Diversity of thought is important, and often leads to a better, stronger outcome.”
This POCAM BHM 2024 profile was written by Erik dela Cruz, freelance creative director and steering committee member of POCAM.
Tanya Phillips is the co-founder and co-chair, partnerships, for Canadian Black Standard, where she works to address systemic barriers in employment and inclusion for Black Canadian women in marketing. She is also the founder and president of TiP Brand Collective, a boutique agency providing integrated solutions for the philanthropic, sports and entertainment industries.
Phillips’ client list includes organizations such as Ronald McDonald House Charities, Canadian Tire in support of Jumpstart Charities, CAMH Foundation, Restaurants Canada and TIFF. She also served as board of director, inclusion and diversity chair for WISE (Women in Sports and Events) and is a founding board of director, PR and media relations for the Jamaal Magloire Foundation, dedicated to improving the lives of marginalized youth through the arts, sports and community.
A first-generation Jamaican-Canadian, Phillips’ parents instilled the ‘golden rule’ in the family household, along with the mindset that everyone is on the planet to serve others. Servant leadership remains the through-line in her body of work and in life.
Her Caribbean roots and family connections in the community brought her in close contact with influential Jamaican-Canadian leaders like the Honourable Lincoln Alexander (affectionately called “Linc” by Phillips). Alexander was a leading figure in the fight for racial equity in Canada, but for Phillips, he was like family and his influence helped shape her commitment to serving the community.
Early in her career, Phillips worked with MSLE and the Raptors Foundation, where Alexander served as board chair. In the 2000s, Black History Month initiatives in Canada were not common, but Phillips used her voice, working with Alexander and the Raptors team to foster inclusivity and celebrate diversity. The Raptors' inaugural Black History Month event was hosted at Queens Park, with community, media and students invited to learn about Canada’s Black history from amazing icons like Michael Pinball Clemons, Molly Johnson, Rubin ‘Hurricane’ Carter, and Alexander himself. “In that room was greatness personified,” Phillips recalls fondly.
In 2020, the realization of the need to use her voice came once again, amidst a global pandemic and heightened awareness of systemic inequalities. Recognizing the need for advocacy, Phillips drafted a one-line email to her CEO that read: “Will this organization be a beacon of hope during this dark time?” That email dovetailed into an initiative she spearheaded – Canada’s DEI & Anti-Racism committee at Right To Play, a global charitable organization where she oversaw strategic partnerships and ambassador relations in Canada.
On her own journey of self-discovery and empowerment, Phillips shares her mantra of “find your voice” for young Black professionals. She emphasizes the importance of embracing one's identity and speaking out against injustice, even when faced with resistance or uncertainty. Especially now in 2024, when we may be tired. It is the building of something greater, and the support of the Canadian Black Standard community of women across Canada that motivates her to keep going.
“I didn't know my gifts in my earlier days,” recalls Phillips. “So I didn't harness my power as a Black Jamaican woman. I was trying to fit in and not ruffle any feathers…keeping my hair neat and tidy as we were taught generationally.”
Phillips has this advice for the next generation: “You are born gifted. Put on your crown and remind them who you are. Realize and utilize your gifts to creatively help solve societal issues.”
This POCAM BHM 2024 profile was written by Joycelyn E. David, Owner and CEO of AVCommunications and steering committee member of POCAM.
Dwayne Rutherford is the founder and CEO of Debonair Corporate Events, and vice chair of MPI Toronto.
For him, the business is about creating moments, ones that inspire attendees to reach out and connect with someone new. He had been drawn to the event planning world well before kicking off his own business in 2017, and admits that he’s one of the lucky ones to have had some amazing BIPOC mentors guiding him through the ups and downs—“My journey hasn’t been solo….They’ve been my go-to for advice when things get tricky,” he said.
Rutherford seemingly knows everyone. His steadfast respect for the industry and commitment to building relationships has left him with a network unmatched by most. “It’s not just about the parties and gatherings; it’s about believing that at our core, we all share more similarities than differences,” he said. It’s fascinating, but building trust in this industry, especially with top execs willing to bet on us, is tough and can take ages to finally land that dream client who opens doors you never knew existed.”
In dealing with sticky situations related to race, Rutherford takes a practical yet cautionary approach: “When I bump into microaggressions, biases, or outright racism, I try to call it out. If someone is genuinely unaware of their bias, I see it as a teachable moment. But if they don’t get it, I’ve learned it’s not on me to change their mindset,” he said.
Rutherford has big hopes for Canadian advertising and marketing, dreaming of an industry that’s truly inclusive, where the BIPOC community isn’t just present but leading and shaping the future. “Imagine companies really stepping out of their comfort zones to hire folks from different backgrounds, bringing fresh and unique perspectives to the table?” he said.
One can always hope, but he is putting these ideas into action as a board member at MPI by pushing for a more inclusive meetings and events Industry in Toronto. He’s even set some personal goals to track his progress, “I’m making sure that at least half of my team comes from the BIPOC community, aiming to not just talk the talk but walk the walk when it comes to diversity and inclusion,” he said.
This POCAM BHM 2024 profile was written by Justin Senior, head of media + creative at RISE Integrated Sports + Entertainment, professor at George Brown College, and chair of the board of directors for POCAM.
