Nadach Musungu

Diversity & Inclusion Lead
Kantar

UK

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“To embrace innovation, the industry should add more seats to the table, and engage with uniqueness and difference.”  

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Nadach Musungu is a rising star in the marketing data and analytics world, having joined WPP’s data analytics, insights and brand consulting firm Kantar in 2021 to expand its inclusion and diversity offer to clients. She has already made a major contribution to its revamped Inclusion Index, which uncovered shocking data around just how little impact has been made on inclusion in the workplace since 2020, despite the many DE&I commitments and pledges from companies in all sectors, including communications and marketing. In just a few years since completing her Masters degree, Musungu has used research, data and insights to drive actionable DE&I change and strengthen stakeholder buy-in across businesses including fashion retailer Boden. At Kantar, the eloquent Musungu has already worked with a range of global and international clients, helping them develop and implement DEI strategies that consider the different cultural nuances needed to deliver an impactful programme which can be globally applied.   

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How do you define innovation?
Creative thinking outside of the box. Daring to be different to create someone thought-provoking, inspiring, and revolutionary.

What is the most innovative PR or marketing initiative you've seen over the past 12 months?
All In Census

In your opinion, which brands and/or agencies are most innovative in their approach to PR and marketing?
Nike

Describe a moment in your career that you would consider to be innovative.
Creating a tool that helps to measure inclusion and looks at the ROI of inclusion across markets and industries. this also requires us to leverage our innovation and creative teams for the execution.

Who do you admire for his/her approach to innovation?
Leila Janah

How do you get out of a creativity rut?
I pivot my attention towards something different, like a walk in the park, or dancing to my favorite song that makes me feel good - essentially i let go of micromanaging or overthinking about a project and focus on things that empower me.

What advice would you give to the PR industry around embracing innovation?
Add more seats to the table. Engage with the uniqueness/difference within your industry - add them to the conversation.

What would you be doing if you weren't doing your current job?
I'd be a travel Youtuber - exploring the mystery and the magic of the world.

Which book/movie/TV show/podcast/playlist/other cultural source has provided inspiration over the past year?
I like to start my morning listening to fearless soul. i enjoy hearing from all the different inspirational speakers /life coaches who encourage me to be the very best during the highs of life and when taking on the challenging lows.

How would you like to see work culture, and the role of the office, evolve?
I would like to see more collaborative work across different domains. The office should feel more like a creative bubble for big-picture thinking. The office should be set up in a way that inspires everyone to be and bring their best self.

How can the PR and communications industry harness innovation to make more progress on diversity, equity and inclusion?
- lean on your diverse teams to speak on DEI topics relevant to the industry - tell your creative story from the perspective of a minority group.
- Open up the conversation, be fluid and open to change.