13th May 2016

What is the Biggest Single Challenge Facing Adland?

Last month’s Advertising Week Europe saw many individuals and collectives addressing the issue of gender imbalance in creative departments. Often lost in the mix when it comes to discussing gender bias in business, the advertising world sees men and women placed relatively equally in professional roles, however when it comes to creative departments only a minute proportion of positions are occupied by women.

Led by creative consultant Anna O’Callaghan (whose recent post outlines the truly baffling lack of support for women in creative careers), recruitment and training experts The Industry Club hosted a panel discussion exploring the gender challenge facing adland to launch its new career support programme in partnership with UK initiative Creative Equals.

Despite the fact that women are responsible for 85% of domestic, technology and property purchasing decisions, only 13% of London’s creative directors and 25% of creative departments are female. ‘Work Sisters’, a mentoring programme inspired by Anna and many others’ experiences of finding support only in the professional friendship of other women in similar situations to themselves, offers extensive training and recruitment services while working closely with female creatives to maximise their career potential with less fear of discrimination or gender-based obstacles.

With speakers from industry leaders Creative Equals, Token Man, Guardian, FCB Inferno and AnalogFolk, the panel covered a variety of issues surrounding gender inequality. Melissa Smith, founder of The Industry Club, stated that, “We see a significant drop in women working in creative roles after five years.” Melissa’s observation ties in with the suggestion that without female role models in the workplace women struggle to have their issues understood and resolved.

“Role models are really important. There aren't enough senior women to go around,” said AnalogFolk ECD Simon Richings.

Looking forward, we hope that when the industry reconvenes at Advertising Week Europe 2017 the powerful work of organisations like The Industry Club and Creative Equals will see progress and positive change at the heart of our discussions.