Thoughts from a 3% Conference: Clients Need to Demand More Women

edwardboches
Edward Boches Professor of Advertising, Boston University

Posted on July 17th 2013

Thoughts from a 3% Conference: Clients Need to Demand More Women


Only three percent of advertising creative directors are women.

Who’ll solve this problem? Women? Men? Agency management?

I think we need the clients.

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Our panel at Boston’s 3 Percent Conference

I was thrilled to see a huge a turnout last night — albeit mostly women — for the Boston version of Kat Gordon’s 3% Conference.  It goes without saying that if only three percent of advertising’s creative directors are women, we have a problem. And it’s a pretty big one. It results in work that is often one-sided — dominated by guy-humor, lacking the right nuance, and missing opportunities to connect more deeply with the more dominant sex, at least when it comes to influencing purchase decisions, adopting technology, using social media and gaming.

Women account for, or influence, 85 percent of all purchases in this country. They embrace new gadgets and devices more quickly. They exceed men’s use of social media on every platform except LinkedIn. And they comprise at least half of all video gamers; 3% Percent Conference facts actually show that they spend more time than men playing.

Yet with the exception of a few organizations — Mullen’s own Frank About Women among them — the advertising industry chooses to have mostly men create, evaluate and bless the work that is supposed to market to women.

Of course, this is neither a new nor a surprise. The annual cover of Creativity showing All Star creatives has told us that for years. Juries at the award shows reminds us how male-dominated the creative side of the industry remains. And a look across the top ranks of most agency creative departments confirms it.

The problem is as easy to identify. This is a brutal business. Long hours, lots of weekends, the demands of new business pitches, extended time on the road far from home to produce TV commercials. None of which is very compatible with women who want kids and families, which, by the way usually happens right when they’re at the point in their career where they’re most qualified to become creative directors.

The 3% Conference last night did not pretend to offer the complete formula for effecting change, saving that for a more thorough two-day conference in San Francisco. But Kat Gordon and our panel did put forth a few strong suggestions — all of which were discussed and debated vigorously by an engaged and opinionated audience.

There are two sides to the issue. The role that women can play in their own career growth and success. And the responsibility of agencies themselves to change, not out of altruism but because it’s good for business.

The consensus came down to this.

Women need to take more credit for their accomplishments.

I love assertive, opinionated women. Apparently not all guys do. So you can heed the advice of Cindy Gallop and be a bitch. She makes a damn good point.

Right now our industry needs more bitches because bitches need to start bitching, by which I mean, speaking up.

We live in a world where the default setting is always male. Most innate bias and sexism is unconscious. We change that by speaking up. Have a different point of view from the men? Say so. Want that promotion? Ask for it. Facing an all-male leadership team, board, creative department or conference speaker lineup? Challenge it and propose a better balance. Yes, you’ll be called a bitch but not by people who know the best new future for our industry is one shaped equally by men and women.

But even if you don’t want to get overly assertive, women do have to ask for more promotions, fight for more opportunities and most importantly take credit for their accomplishments, something they fail to do. Especially when they work with men.

All of this presumes, of course, that they’re doing great work and know how to present it convincingly.

Finally if both of those approaches fail, you’re working in the wrong agency according to panelists Alyssa Toro and Sue DeSilva. In that case, get the hell out, let it be the agency’s loss, and find a more enlightened place to work.

Guys have to play a role

While they probably won’t admit it, guys are more comfortable hanging out with guys. As creative directors, they’re more comfortable giving feedback to guy teams. And when they do review work from women, they often apply narrow evaluation criteria.

The women in the audience last night appeared unanimous in suggesting that men CD’s filter work through a man lens. If it doesn’t satisfy their creative sensibilities it isn’t creative. So perhaps it’s time to listen to the smart, creative women that work for us. Recognize that they understand themselves better than we do and so their opinion should matter at least as much.

Kat shared one interesting example that proves this. If you were going to buy your wife or girlfriend a birthday gift, who would you ask? Certainly not another man. Perhaps one of her friends or another woman who shares her taste. Why not trust the same opinion when marketing to women?

Lastly on this topic, senior men need to be mentors to women. Don’t be afraid to take young women to lunch. Counsel them on how to sell their work, navigate the organization and develop influence. You won’t be seen as a leach. You’ll be seen as a guy who gets it.

Management needs to model behavior

We may have to put in crazy hours to meet client deadlines and get to work that’s great. But is that the only way? Is it good to be in the office at 10:00 pm every night, to forego vacations, to neglect our families?

You could make an argument that everyone is more creative if their life is balanced. But even if you don’t buy into that, it’s more than evident that women who are Moms work harder, smarter and more efficiently. They have no choice.  So what if someone goes home to get the kids or watch a soccer game? All that we should care about is the quality of the work.

If agencies buy into the fact that a woman’s perspective is better for business and yields more effective work — arguable I know — then as the 3 Percent Conference suggests, they have to set an example from the top and practice the kind of behavior and policy that can make the business for accomodating to women. If not, we all know what happens. When it’s time to have a family, the women leave. We all know amazingly, talented, senior creatives who eschewed becoming CDs to go freelance instead.

Example: Feel compelled to write 10 emails to your staff at 11:00 pm? Do so. But don’t hit send until the morning. After all if you send them at 11:15 at night you’re declaring that you expect them to be reading them and responding at the same time.

But there’s really only one solution: clients have to demand more women on their accounts

I’m skeptical, however. Change is hard. And the industry is what it is on many fronts. Granted there are some companies where everyone goes home at 5:30. (They’re probably not on the Ad Age A-List or winning lions at Cannes.) And there are others that go out of their way to make flex time work, to fly creative teams home from shoots on weekends, etc. They get it. But when push comes to shove, deadlines and the work take priority, at least as far as most agency management is concerned.

If we really want more women CDs working in the industry, the only real solution is for clients to demand more women on their accounts, from the teams that do the work to the CDs that inspire and approve it. They already know it’s good for business, after all their consumers and users are women.

(That’s not to say that men can’t deliver the goods see Dove Sketches, done by a male team; but let’s face it, typically women get women better than men do. And that perspective is needed for all products and categories, not just so called female brands.)

It’s clients who have the greatest clout and the most to gain. And wouldn’t it be so great to replace Don Draper’s best line of this season…

“Every time this agency wins a car account it turns into a whore house.”

with…

“Every time this agency wins a _______ account it gets more collaborative (or more relevant, or more balanced, or more diverse, or more balanced.)


After all, those would be just a few of the benefits of having more women CDs in advertising.

 
edwardboches

Edward Boches

Professor of Advertising, Boston University

I’m Edward Boches, Professor of the Practice of Advertising at Boston University’s College of Communications where I teach advertising creativity with an emphasis on emerging and digital media. I am also the part-time Chief Innovation Officer (formerly Chief Creative Officer and Chief Social Media Officer) at Mullen, an Ad Age A-List agency I’ve helped build and lead for nearly 30  years.

I consider it my job to constantly hack the system in an effort to inspire change and get people to embrace the new technologies, platforms and consumer behaviors necessary to create cool and relevant ideas for clients and users.

Oh yeah, I'm also a copywriter, dad, husband, road cyclist and a board member at Boulder Digital Works and also at Spring Partners, the people who invented the cool Springpad app.

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