At a point in time where the ‘frazzled English woman aesthetic' has been named a fashion trend, it is hard to ignore the fact that women are facing burnout en masse. Burnout is on the rise and with 46% of women reporting higher levels than ever, the advertising industry cannot bury its head in the sand for much longer.

During an ever-so-slightly sunny spell in Margate creatives flocked to the seaside for the UK Creative Festival. Creativebrief’s Associate Board Director, Stephanie Nattu sat down with Ipeknaz Erel, Senior Planner at McCann London, Sue Higgs, Executive Creative Director at Dentsu Creative and Clemmie Telford, Content Creator, Creative Director & Podcaster at Clemmie Telford Communications to discuss how the industry can tackle this creative crisis of confidence and create a working environment that women can and will want to stay in.

Post-pandemic more and more women are choosing change. In a workplace where they feel undervalued, underappreciated and misunderstood, talent is voting with their feet. A myriad of data points underline that women are still exiting the industry. For too long the industry has been numb to this crisis but now is the time to accept the changing needs of women or else experience a talent drain which will result in the loss of those with the diverse life experiences necessary for creating great work.

Do you know your potential?

In an industry where the day-to-day can often leave little time for bigger-picture thinking, the panellists raised the importance of looking at the long-term. Telford posed the questions, “What do we value and how can we make people feel valued?”. A point of view which encourages a greater reflection on how agencies are structured and how to make people feel more included. Placing a higher value on people's experiences and individual perspectives over their ability to attend work drinks or schmooze clients is just one way to create a more level playing field.

Erel also posed a question to the room, asking if the women present felt they knew their true potential. For it is only when women understand their goals and what they are capable of that they can be supported to achieve them. Acknowledging individuality and accepting that everyone is on their own unique journey eliminates pressures to conform to ‘agency life’ and allows for a focus on a wider, greater purpose.

The power of human connection

The pandemic provided a once-in-a-generation opportunity to reshape the workplace for the better and proved the power of remote working. Keeping a strong hold on the positive changes and pushing away from a culture of presenteeism means allowing people to show up in their own way. Higgs urged the audience to focus on outcomes and keep a two-way conversation open between leaders and employees. She explained: “Listen, talk and create the circumstances where people can do their best work.”

The power of honesty and of human connection can also help women feel less isolated. Telford felt most alone and uncomfortable in the creative industry when she felt her experience was unique. She explained: “I thought I was the only one feeling this, I thought it was my problem to solve. Hearing other women is so important because a lot of the time women aren't at the top.”

Telford added that there was no single moment to pinpoint that made her want to leave, rather slowly but surely a multitude of small things contributed to her feeling more and more out of place. Speaking to others and knowing that there are other women that feel the same can help to alleviate this burden.

Running your own race

“Alpha leadership doesn't work, not even for alpha leaders,” added Higgs, as she emphasized the importance of everyone running their own race. There will be times in a woman's life when other things might take priority and you slow to a jog at work, but there will always be time to catch up, gain speed or pause to catch breath if needed.

Yet, on everyone's unique journey, feedback, support and encouragement can come from others. “Run your own race but race as a collective,” says Erel, adding: “support other women's races.” In her own career, after a stand-up comedy workshop where she shared experiences from her childhood a male Managing Director subsequently encouraged her to bring this part of herself to work. Encouragement and reassurance can make people feel supported to have their own style and build confidence. Feedback has the ability to open new doors. As she shared, kindness has a big impact.

Underlining the importance of Kindness in the workplace Nattu shared the importance of extending this kindness to ourselves. Nattu encouraged the audience to speak to themselves as they would a friend. “We are all our own worst critics,” she added.

The myth of having it all

The notion of ‘having it all’ is often used in the media as a stick to beat women. “What is ‘having it all?” asks Higgs. She continued: “There’s no such thing, life is messy, chaotic - take what you need at the time.”

The recent industry-wide all-in census found that 55% of women believe maternity leave negatively impacted their career. Telford has experienced this first hand but also says that: “Men who properly share paternity leave witness the same challenges, getting left out of meetings and conversations. They witness first-hand the need for change.” Companies must stop seeing having children as a full stop to a career and instead listen to new parents to craft a system that works. “Maternity leave also gave me the opportunity to step back and look at the bigger picture,” Telford adds.

Embracing the spirit of creativity

Through the power of active listening and learning from the lived experience of others, the creative industry has the power to shape its own narrative. Unlike in other legacy industries, Higgs reminded the panel creativity need not be driven by process and has the privileged position to be unique.

Epek urged the audience to “Be more reckless and embrace the creative spirit. Rather than asking ‘Am I doing it right?’” She believes that women should not feel the need to fit a single mold, instead embrace the power of saying no and see rest as a creative act.

Creating a workplace that works for everyone is business imperative. Women make up half the world's population and a considerable part of the audience advertising seeks to reach. Creating an environment where people with the skills, experience and knowledge essential to creating work can thrive is a work-in-progress but this starts by listening, learning and asking women to stay.