In a conversation moderated by I-Hsien Sherwood, associate editor at Ad Age, a panel of some of the industry’s most brilliant female creatives discussed the importance of an intersectional approach to fostering a strong and inclusive community that uplifts and helps navigate individual career journeys.
Droga5’s Amee Shah, 72andSunny’s Justine Armour, and Wieden + Kennedy New York’s Laddie Peterson gave light to how the conversations are being transformed in the age of the #metoo movement and how everyone is being mindful in the midst of emerging women groups supporting other women and building a community.
ECD Amee Shah on supporting female creatives: “Every phase in a creative’s life is different. It’s important to get into the details of what they want to learn and how you can help, whether it’s by skillsharing, mentorship, or being their go-to.” #creativeweek pic.twitter.com/WbaX7TApPQ
Sponsor— Droga5 (@droga5) May 10, 2018
Being the only women in the creative department
It’s a sad truth known throughout the industry: most creative departments are dominated by men. The speakers stated that in their previous experience, it used to be daunting being the only women in the creative department. But with the gender-related progress happening in the industry today, the situation has been improved and even though there are still challenges, young women coming into the industry have more of an advantage than they did in previous years. After all, by accessing female insight and experience, the industry will not only broaden their scope and relevance; they can also start to improve the status of women.
The problem about ‘confidence gap’
IN PHOTO (L-R): I-Hsien Sherwood (moderator), Laddie Peterson (Wieden + Kennedy New York), Amee Shah (Droga5), Justine Armour (72andSunny)
Despite the obvious progress when it comes to seeing women in a new light in the creative field, Armour thinks that women still suffer from the “confidence gap.” She observed that men apply for positions if they believe they have 60% of the competencies, while a woman will only do the same thing if she feels she has 100%.
Shah also shared her doubts on becoming the creative director for Droga5. She mentioned that when David Droga wanted to promote her, the first response that she thought of was, “I’m not ready.” Shah said that she held herself back and despite the obvious lack of self-confidence and self-deprecation, she still did her job. And she did it well.
The solution
IN PHOTO: Justine Armour, Executive Creative Director of 72andSunny
Armour suggested that agencies should look beyond “the book” and hire women that they may not have had the experience. She also added that agencies should shift their attention to people who have a spark and help them develop because in this age, it’s now about “potential vs experience.”
Shaking up the conventional images of both men and women can only be good for everyone as a society. It matters to have women in creative to ensure the industry is making innovative work that achieves commercial success. It matters to have women in creative because the work they do has a broader impact on society than possibly any of consumers really understand. And it matters to have women in creative because, at the end of the day, some of them are bloody good at it.
Creating the tribe
IN PHOTO: Amee Shah, Group Creative Director for Droga5
“Every phase in a creative’s life is different. It’s important to get into the details of what they want to learn and how you can help, whether it’s by skill-sharing, mentorship, or being their go-to,” Shah said. “We must be more aware of the women in the creative department. Are they getting the best assignments? Ask them what they want. Be aware.”
The industry must start acknowledging that the phases of the life of a creative woman is different. It is innate for a woman to be hard on themselves on tough places like agencies but it shouldn’t drive them away from giving younger women a chance and support system in and out of the agencies.
“It’s about having a community mind,” Peterson added. “Create the tribe. Women must support women.”
Watch the full session here:
