Next Wednesday I’m speaking at the Centre for Gender Research, part of Norwegian University of Science and Technology, in Trondheim Norway.
Wish me lykke til.
My presentation explores 5 years of Red Books (Standard Directory of Advertising Agencies) data regarding the gendered composition of advertising creative departments worldwide. Using data from 50 countries and regions, from 2012 through 2016, the study reveals embedded and systemic global gender segregation in advertising creative department. This work is framed by signaling, critical mass and creative system’s theories. It demonstrates pervasive and systemic horizontal and vertical gender segregation within advertising creative departments. Specifically, these data quantify the underrepresentation of women in advertising creative departments, demonstrating a global average of only 23.5% women working within advertising creative departments, and with only 16.1% women in creative management. I will also drill down on data from Scandinavian countries and include qualitative data from a recently published study on Swedish women working in advertising creative women. Trend analyses predict a modest increase in women creatives in advertising creative departments in the coming years – but, I’d say, the only way to go is up.
A recent article in the Drum showcased a database featured on “Where are all the boss ladies.” It highlights who the women are, where they are and the roles they play. The women range from founders, CEOs, partners, presidents to heads of creative, strategy, production and account services. It’s pretty damn impressive.
The list was started by Mara Lecocq, a freelance creative director. The project evolved from an Instagram account exploring her personal question, ‘What would it be like if I had a female boss?” Working with agency recruiters who focused on women in director-level positions the list evolved from Mara’s initial 10 to nearly 450. There is also a separate list for women of color – a truly brilliant addition.
I’ve been digging around Red Books. I collected five years of data, with my co-author, Tony Deng. Here’s the skinny – in the industry’s own words. Globally there are only 23.5% women working in creative and women make up just 16.1% of those managing creative. In the U.S. the numbers aren’t a lot better. Here there only 26.1% women working in creative and just 17.5% of the people managing creative are women.
It’s Women’s History Month. Let’s celebrate our progress. Then let’s keep going.
Filed under creative, women
At last creative women in Milwaukee are being given the recognition they deserve – even celebrated.
C2 is organizing The Happiest Hour, a casual networking event celebrating the current and future female leaders of Milwaukee’s marketing, design and advertising community. Thanks C2.
Come toast Milwaukee’s powerful, dynamic and progressive creative industry!
When: Thursday, August 24th, 4-7pm
Where: Great Lakes Distillery, 616 W. Virginia Street
Organized by C2 – Presented by Great Lakes Distillery
Supported by United Adworkers, AIGA Wisconsin, Milwaukee Graphic Design/Adobe Users Group, Ad 2 Milwaukee, 414Digital, Hub+company