Everybody knows that representation matters.

Across society there is debate and discussion about how businesses and brands can be more inclusive. In advertising there is mounting evidence highlighting the strong correlation between on-screen inclusion, and the overall effectiveness of an advert - not only in terms of a sales increase but also in broader behavioural change.

For audiences, feeling seen feels good. Brands are recognising this and are gradually producing more inclusive and representative work.

But what about the team behind the camera?

Whilst marginalised groups are progressively getting a fairer share of screen-time, the story isn’t the same for those working on-set in production. The vast majority of commercial work - from skincare to period products - is still largely produced, ideated and created by men, if only by virtue of men still making up the majority gender in the advertising sector.

Often women in filmmaking are repressed into a narrow range of roles - typically finding themselves in softer, more empathetic or nurturing roles - coordinating people, looking after talent, overseeing makeup and wardrobe - rather than the leadership positions of producer/director, or those which typically require operating heavy equipment or having technical prowess, such as DOPs, gaffers and so on.

Statistics show that there are still very few women in senior production roles - with many women having to forge long careers as freelancers. In fact those that did secure full-time work were six times more likely (!) than their male counterparts to lose their job - despite earning less money. The recent Careers After Babies report showed how significantly mothers in particular miss out, but with the flexible nature of production, there’s no reason women should have to forego their career to have a family.

This isn’t just about gender - it’s about representation across the board. Research from the BFI has also revealed the extent to which Black and ethnic minority groups face exclusion - highlighting extreme levels of underrepresentation off-screen. Other studies underline how inaccessible advertising can be for diverse, young talent - though let’s take a moment to celebrate those agencies who are committed to upskilling and promoting underrepresented groups. 

This isn’t just damaging to minority groups. It’s damaging to the actual quality of the work produced.

Zooming out 

“I have always firmly believed that every director should be judged solely by their work, and not by their work based on their gender. Hollywood is supposedly a community of forward thinking and progressive people yet this horrific situation for women directors persists. Gender discrimination stigmatises our entire industry. Change is essential. Gender neutral hiring is essential.” - Kathryn Bigelow on becoming the first woman to win an Academy Award for Best Director

Diversity and representation directly impacts the quality of creative output. We are in the business of storytelling. And the truth of any story is best captured by those who can empathise or, even better still, have lived it. Brands and advertisers need to take responsibility.

At Parkview Creative, our mission is to curate the production teams which help brands capture and share their stories in a way that represents society accurately, positioning people who have the most relevant experiences and are best positioned to speak to the brand’s target audience. People who will challenge, collaborate and offer invaluable perspectives.

We’re currently working with L’Oreal La Roche-Posay on a campaign with a diverse cast, all of whom have had a difficult journey with their skin; from severe facial burns to confidence-diminishing acne. It was imperative that we built a team which felt representative, and a shooting environment which felt safe for our talent to share their stories. 

Check the gate

Advertisers have the opportunity to differentiate themselves through thoughtful inclusion. Research from Kantar has revealed the extent to which women are over-targeted in some categories (laundry, household products) and under-targeted in other areas, such as automotive. Equally it found that more diverse work is a strong indicator of long-term brand growth.

We've recently delivered a project for Apollo, showcasing their electric vehicle strategy. Having a female production team, led by a female Head of Marketing and Product Designer is incredibly exciting and nods to a small shift in another typically male dominated space.

Cindy Gallop said it best. “Real change happens from the bottom up, not the top down.”. Diversity and inclusion works to raise the bar. It’s not just the right thing to do - it is the most effective way to tell a story.  

Representation isn’t just about who you put in front of the camera. It’s about creating the environments in which people are empowered to be themselves - and given the confidence to share their experiences authentically.