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.