Kansas City high school senior is the first recipient of joint initiative to build diversity in the KC advertising community
Signal Theory, in partnership with The BrandLab KC, a nonprofit organization bringing diverse voices to the advertising industry, has awarded Dacia Hindsman, a senior at Paseo Academy of Fine Performing Arts, the first Resonance Scholarship. The scholarship is funded by Signal Theory, which is awarding Hindsman with $10,000 in financial support in addition to a guaranteed paid summer internship with the firm.
“The Resonance Scholarship will provide me the opportunity to pursue a career in advertising while allowing me to focus on my education at the same time,” says Dacia Hindsman. “I am so excited about the possible impact I will have in this field and will continue to strive to develop campaigns that will represent black culture and excellence.” Hindsman adds that she also plans to incorporate other races and cultures by listening to individual personal stories and getting an accurate depiction of their life.
“As marketing and advertising professionals, it is our responsibility to create work that resonates and represents both our clients and the markets they serve. A diverse and equitable talent pool is essential to delivering on that promise,” says John January, co-CEO of Signal Theory. “Dacia is the perfect recipient of the Resonance Scholarship. As an entrepreneur of several businesses, including a clothing company she co-founded with her sister, and Dacia Cutz, a local lawn care business, she understands the importance of both building a brand and creating a connection with customers.”
Hindsman has been part of The Brand Lab for over a year. The BrandLab’s program targets students who are racially and ethnically diverse and those who are socioeconomically disadvantaged by collaborating with school districts throughout the Kansas City area, including Kansas City Public Schools and districts in Kansas City, Kan., south Kansas City, Independence, and Winnetonka.
Signal Theory has been an avid supporter of The BrandLab’s work since 2017 through its students’ financial support and mentoring. The firm also donated office space to The BrandLab’s Kansas City chapter to serve as its headquarters.
“Dacia is a great example of someone who will enrich the Kansas City ad community’s talent pipeline and reinforce the importance of inclusion, diverse backgrounds and perspectives,” says Ghadeer Garcia, executive director of The BrandLab’s Kansas City market.