Lisa Balser believes that we are all change agents. As the Founder of New & Improved, a change agency focused on helping agencies and brands build, grow and evolve DEIBA+ programs, she is on a mission to inspire everyone to learn, unlearn, relearn and step up and create positive change in their organizations, in our industry, and in the world. Because, as she states, “inclusion only works when we all work for it.” 

Lisa has always had a passion for inclusion, starting in the early days of her career as an agency creative in New York and Atlanta, developing DEI Committees outside her standard role and engaging clients in the conversation. Today, Lisa is a Certified Diversity Executive and Brand Coach who, along with several other collaborators at New & Improved, are leveraging their passion and expertise to modernize advertising culture with a new approach to inclusivity and belonging. 

We sat down with Lisa to learn more about her background and offerings, what she’s doing to change an “ism” that is still accepted in the ad industry today, and how she works with clients to remove the shame and blame of DEIBA+ missteps to allow for real work to get done.

WPI >> Tell us about yourself and your company. What types of agencies do you work with? What services do you provide? 

Lisa >> My background is as an advertising GCD/writer. I’ve always “done DEI” before we called it by the ever-changing letters. With almost three decades of experience in the industry in agencies and brands of all sizes, I experienced and witnessed a lot of troubling issues that were career – and spirit–killers to so many people, particularly those in non-dominant groups. I couldn’t shake the desire to help create change on a larger scale. So in 2018, I founded New & Improved, a change agency.

We’re a boutique collective and work with agencies and brands from start-ups to holding companies on identifying and actualizing what we call your DEI CTA™ (Diversity Equity & Inclusion Call To Action). Wherever you are on your journey, we meet you there and help you move forward with empathy, impact, and accountability.

Our core offerings are Assessments, Consulting, Coaching, and Training (our secret sauce). Everything we do is by and for the industry, and we are uniquely positioned to understand the specific nuances and how they play out in our day-to-day.

WPI >> What are the biggest challenges you’re seeing clients face today?

Lisa >> It really varies from organization to organization, but some common themes include:

• Failing to view DEI holistically. It’s a part of literally every aspect of an org, from the workforce, to the workplace, to the work we create. It’s a horizontal, not a vertical to be tacked on at the end of a project, or considered in the aftermath of a crisis.

• Not properly supporting internal DEI Task Forces/Committees. These are often volunteer and uncompensated, and their efforts can fall by the wayside when deadlines and client work pile up, which means this imperative work stalls out.

• Fear: A lot of folks are afraid to make a misstep because the stakes are high and unfortunately sometimes this leads to stagnation and lack of action. 

There are proven ways to combat these issues when companies are committed and willing to do the work.

WPI >> What excites you about working with agencies on DEIBA+ trainings and programs?

Lisa >> Seeing the light bulbs go off when folks are willing to do the real work. When people realize the issues and are willing to lean into the discomfort and identify where they personally can take action. 

We have clients we’ve worked with year over year and it’s energizing and fulfilling to support their continued efforts that lead to real, lasting growth and change. This an ongoing journey and there is no finish line, and partnering with agencies who strive to create cultures of true inclusion and belonging is transformative.

WPI >> You offer various levels of service, from consulting and assessments to training and coaching, to help agencies design their DEIBA+ journey. Do you find one service more interesting or fulfilling? 

Lisa >> They are all equally important and help to see the full picture and design an appropriate learning journey, so it’s hard to choose.

I really enjoy the consulting, as it’s so varied – working on whatever the agency needs from incorporating DEI mission and vision to recruitment and retention to supporting ERGs/BRGs/Diversity Committees to looking at creative work to deck checks for inclusion… I love being able to jump in on all aspects of the business.

And training is always energizing – you can tell a lot about the culture by how people show up for our sessions. And because everything we do is highly customized or fully bespoke, we’re able to really get into the issues with actionable takeaways, which is a driver for me.

WPI >> Oftentimes, diversity gaffes in our industry are the result of unconscious biases, not malicious intent. Can you share any examples of clients you’ve worked with (not naming names!) that had an “I’ve-never-thought-of-that” epiphany about unconscious biases?

Lisa >> Yes, as living beings, unconscious bias is an underpinning to most of our behavior, and we need to always strive to combat it. I think one of the most enlightening things that comes up is our individual internalized biases, whether racism, misogyny, ableism, ageism, etc. because that learning points us toward the systemic issues in society and can allow folks to go deeper in their practice of consciousness.

WPI >> DEIBA+ can be a sensitive topic that makes people feel uncomfortable. How do you work with clients to get over the discomfort and make room for progress?

Lisa >> We are very open about this fact and strive to create a psychologically safe environment where there is no such thing as a silly question or wrong answer and people want to show up authentically. 

We share our own missteps and corrective behavior and try to remove shame and blame so we can get to the real work. We don’t want to be punitive – or performative – so we call people into the conversation and action.

WPI >> You have taken an active role in calling out ageism within the advertising industry, and raising awareness about age-inclusion and representation. Talk to us about the work that you have done in this space, and any changes you have seen over the years. 

Lisa >> I’ve experienced ageism across the age spectrum – when I started my career, I was considered too young to work on a piece of business, and about ten years in, I was considered too old. What does this say for the longevity of a career in advertising?

Ageism is still an accepted -ism and it harms us all at every age and stage. This needs to change. 

N&I has conducted two different studies on ageism and age-inclusion in the ad industry. Most recently, we partnered with AARP to create an interactive Age Inclusion & Representation In Advertising Guide, which is like a masterclass in age-inclusion across the age spectrum. We utilize our 3Ws Approach™, covering the Workforce, the Workplace, and the Work..

I invite everyone to check it out – set aside some time with your teams and go through each section together – there are exercises, downloads, discussion guides, and action items – and it’s free!

This article is an installment in a series where Worldwide Partners speaks with experienced consultants and service providers who are part of our WPI Faculty. Check back for more interviews with our industry’s leading consultants in PR, business development, financial services and more.