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by Diana Fakhouri category: Cause
The 3% Conference: 9.27.2012, San Francisco
3%. That's how many advertising creative directors are women. Less than women in congress, the c-suite, or behind the director's camera.
The reasons “why” are debatable, but center largely around the family-unfriendliness of advertising. The job demands and vampire hours cause most women to lifestyle out of advertising right as they’re most valuable. Many folks greet this trend with a “so what” shrug, knowing there are more than enough men to happily fill these spots.
Having women creating advertising is not a gender issue, it’s a business issue.
Female consumers control upwards of 80% of consumer spending, yet report overwhelming dissatisfaction with the ways advertisers market to them. The humor is off. Or the ad’s premise is irrelevant. In some cases, the entire message is not only irrelevant, but insulting.
In a world where ad dollars have to work harder than ever before, brands know they cannot woo the gatekeepers of $4.3 trillion of spending by using messaging crafted -- or green lighted – almost solely by men.
Companies that demand female representation on their accounts will win with customers. And agencies that get smart about retaining female talent will win with clients. But how can we get there with only 3% women currently in the ranks?
Join us September 27 for a long overdue conversation about why advertising remains a boys club in a woman’s world. This will not be a gripefest. We will problem solve, story tell, trend watch and square off with some of the best minds in advertising, gender research, and human resources.
As a young female advertising professional, I am inspired by Kat Gordon's mission to show the business value of women in advertising.