Crystal Foote: April 2024 Featured Woman

Crystal Foote is the visionary founder of Digital Culture Group (DCG), a pioneering digital marketing and advertising technology company that stands out in the industry for its specialization in inclusive, multicultural advertising campaigns. With over two decades of marketing and advertising experience, Crystal is deeply dedicated to fostering inclusivity and innovation for DCG’s diverse clientele, which includes Fortune 500 brands, celebrity startups, and major advertising agency holding companies. As the sole woman and Black-owned advertising technology company in the field, Foote advocates for equity within the marketing and advertising sector, seamlessly integrating socially responsible solutions into every campaign to ensure positive social impact. Inspired by her lineage as the great-great-niece of Sergeant Alfred B. Hilton, a Medal of Honor recipient during the American Civil War, Crystal’s commitment to diversity and inclusion passionately contributes to a socially responsible business landscape. Crystal also leverages her multicultural background to promote diversity and inclusion through her children’s book, “The Inclusivity Superheroes: A Tale of Diversity and Unity,” which quickly gained recognition as one of Amazon’s Hot New Releases. She also serves as an advisory board member for Color Vision, a woman-led empowerment organization dedicated to advancing equity in creative industries. Crystal’s impactful contributions have been recognized through her contribution to Admonsters’ “The Inclusion List: Best of DEI 2023” and as a finalist for the 2023 Women of Influence award, highlighting her remarkable achievements, innovation, and impact within her community, industry, and beyond.

Q: What is one misconception about the work that you do that you’d like to shed light on?

A: Based on my experience, I think some individuals don’t expect a woman and black-owned advertising technology company to be focused on data. I think their idea of an ad tech company run by a black woman is very superficial and simplistic in terms of transactions and the way the company would go about reaching multicultural and diverse individuals. However, drawing from my extensive experience across various roles within the industry, I possess a robust background in advertising technology due to my continuous learning. Consequently, during presentations, I frequently encounter remarks like, ‘Oh, I didn’t expect Digital Culture Group to possess such depth.’ But should this really be surprising? Interestingly, I never faced such statements during my tenure at companies lacking diverse teams or leadership. Unfortunately, this is a challenge I regularly confront, highlighting the need for broader recognition of the expertise and capabilities within diverse-owned businesses.

Q: Did you know at a young age that this is the type of work that you wanted to do, or was this a developed passion?

A: I knew from a young age that I wanted to be a businesswoman, but I wasn’t sure which industry I wanted to pursue until I watched Vivica A. Fox in ‘Two Can Play That Game.’ Vivica A. Fox portrayed an advertising executive with such confidence and poise that it left a lasting impression on me. Despite being a minority in her organization, she commanded attention effortlessly, wearing her suits with authority and grace. Seeing Vivica A. Fox on screen in that role, I thought to myself, ‘I want to do that. I want to be her when I grow up.’ Inspired by her character, I set my sights on a career in marketing, attending school in New York—the epicenter of advertising and marketing in the country.

Q: Who has inspired you the most in your life? One that’s stood out among the rest?

A: I would say my father has had the most significant influence on me. I strongly identify with his work ethic, as he instilled in me the belief that hard work pays off. Witnessing his entrepreneurial journey firsthand, I observed his dedication and charismatic personality. Starting with very little, he managed to build a highly profitable business, and I absorbed invaluable lessons from his experiences.

In addition to my father, I am fortunate to be surrounded by numerous powerful female entrepreneurs within my family. Many of them balanced full-time jobs with their entrepreneurial pursuits, inspiring me with their resilience and determination. They instilled in me the belief that with determination and self-belief, anything is possible. This is why mentorship holds such significance for me. Without guidance from mentors, it can be challenging to envision oneself in positions of success when lacking relatable role models.

Q: What do you wish to accomplish in the next five to ten years?

A: Within the next five years, my vision for Digital Culture Group is to establish it as a household name, particularly within the marketing and advertising industry. I aim to collaborate with various advertising agencies and brands, expanding our reach and impact. However, it’s equally important to ensure that in the next five to ten years, opportunities and resources continue to be allocated to working with diverse suppliers. Maintaining certifications such as NMSDC (National Minority Supplier Development Council) is crucial during this period. It’s essential that these certifications remain valid and are embraced by agencies and brands to foster equitable partnerships with companies like mine. Without such support, convincing stakeholders of the importance of diversity and inclusion will prove challenging.

Q: If you could give the next generation one piece of advice, what would it be and why?

A: I have a whole laundry list of things to consider! Firstly, it’s crucial to cultivate an ecosystem within the industry by fostering relationships with peers. Collaboration is key; we can’t navigate this journey alone.

Furthermore, continuous learning and self-improvement are essential. It’s vital to thoroughly understand the industry and stay updated with its rapid changes. This knowledge enables us to pivot effectively during challenging times, such as economic downturns. By tapping into our accumulated expertise, we can ensure continued profitability. Remember, never become complacent!

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