NYC marketing badass, Cindy Gallop, responds to articles proclaiming that women aren’t succeeding in business, and in marketing specifically, because the talent is just not there.
“It’s a ‘How we define what constitutes great work in a male creative leadership-dominated industry where what is deemed creative is set and reinforced year after year by predominantly male ecds, creative directors and creative awards juries’ problem.
• Identify the areas within your agency/business/holding company that are all-male or male-dominated. Change that.
• Don’t change it by hiring or promoting just one woman. She’ll be isolated and surrounded by the status quo and will have to adapt to it, and she won’t be able to make a difference. Two women doesn’t work either. Make it at least three. Three or more women at the top of your creative department, on your management team, on your board begin to make a real difference and change the environment, the culture and the output.
• Do this on merit. (Nobody is suggesting for a moment that you hire or promote women just because they’re women.) Actively search out the talent overlooked in your agency because it doesn’t fit pattern matching.Tell recruiters you want to see an equal number of brilliant male and female candidates for every brief.Demonstrate publicly that you’re part of the New Creativity. You’ll attract the best women—and the best men.
We urge our clients to buy great creative work that makes them uncomfortable, and run it. Well, now it’s time to buy great creative women who make you uncomfortable, and run with them.”