Visibility, empowerment, and a long way to go – being a woman in the creative industries

We asked the women behind Creativebrief to have an honest conversation about their experiences, good and bad, in the creative industry while many look to a future where we don't have to ask these questions anymore. 

I feel no different (to a man) being a woman in the advertising industry but I know no different. And if I did, this would be a very different article!

What I do know is that I am one of the lucky ones. I’ve of course heard stories from friends and people in the industry who have really felt the negative effects of being a woman in our industry and that hurts to hear.

I’ve been fortunate enough in my career to have been surrounded by people, businesses and agencies who have supported and developed me where my gender has not come into play. I’ve learned from some wonderfully talented and kind women and men who I’ll be forever grateful to. I’ve worked in businesses founded and led by women existing in companies where women far outweigh the men in the office. I’ve learned so much from individuals in this industry who have not seen my gender, but simply seen me as a person willing to succeed and be part of their team.

Looking ahead, I want to exist in a world where we don’t even have to ask this question. Where there is simply no divide between women and men. Where there is better representation in the work we produce but also in our businesses. Not only from a gender perspective but from all forms of diversity including BAME representation, disability, neurodiversity etc. Surely, time’s up?

When talking about International Women’s Day in 2020, my first instinct was to question whether we still need it. Then I watched the ‘Be a Lady They Said’ campaign, and I realised that whilst we shouldn’t, we very much still do. Every woman has probably heard the statements included in the video at least once in their life, and whilst individually they might not seem toxic, when used together it is apparent that the, not only impossible, but also contradictory standards society places on women are still here. And that the same cannot be said for men.

We have put laws in place, yet there is still a pay gap, a data gap and a general lack of women in senior leadership positions. Our societal attitudes and behaviours need to catch up with the laws that have been in place for some time now. So how does it feel to be a woman in the industry? Well, I’m proud that we can collectively celebrate ground-breaking campaigns such as ‘Be a Lady They Said’, and the brands behind it making a difference. It’s empowering to be at the core of an industry that can change the narrative and the social norm, moving away from outdated preconceptions of gender. However, where I would like to get to, is a place where we aren’t celebrating an ad for being ground-breaking because it is challenging these ideas, but just because it is a brilliant ad. A place where there’s not only a day when we celebrate women and the progress that has been made, but where we do that all year round. For now, we have a long way to go.

My first boss in the ad world was a man. I was nervous walking into that building, the iconic logo emblazoned on the wall and security asking why I was there; making me ask myself the same. Two floors up in the lift, there followed just enough time to smooth my wayward hair in the mirror, a quick check-in at reception, what felt like an achingly long wait, before I was scooped up and shown to my desk. And I was away.

My boss was kind, generous with his time and energy, shared ideas and breadcrumbs of knowledge, lent me books and recommended films which I promised to watch but never did. My femininity had always felt like it was going to matter in an industry I knew to be distinctly male dominated, but he ensured that it didn’t. I could write, on some days better than others, and that’s all that mattered.

I’m aware that many other women starting out in our industry don’t have it so easy or don’t feel as accepted as I did from the off. I’ve been lucky over the years to have felt supported every step of the way by bosses who recognised and championed my skills and talent rather than the gender I presented.

They matter because above all else they listened to me and taught me to listen to others in turn. Whether a business and an individual, we operate best when we make the effort to understand the world from another’s perspective. It’s empowering and strengthening to know that someone’s got your back. And it’s meant I’ve felt brave enough to progress as a woman in an industry which does not always provide the space for us to do so.

As a young creative just starting out in this industry there are many things that I have yet to experience. Throughout my life, I have been known for being a fiercely independent person who has always been confident in expressing my thoughts and ideas, however, this hasn't always been accepted. From being told I was too emotional, to that my project ideas would fail because they were based around female-specific issues, I’ve heard it all. 

Now I’m in an environment that is so open to creative thought and it’s nothing but a relief. However, I know this isn’t always the case. The average designer is a white male between the ages of 35-50. I obviously don’t fit into that category and wonder if that statistic will ever change. If I work in a world where men are the average - will my ideas be heard? 

Despite these fears, we are constantly progressing in the industry as society becomes ever more aware of the need for global equality. I’m lucky enough to be surrounded by women who are excelling in their careers and continue to be inspired by them. And through this, I have come to realise that although I may not be the average of the creative world, who wants to be just average anyway?

If the past was built on something of an old boys’ network, its future is based on something altogether more different and diverse. The collective, creative power of women is central to this shift. This is why it feels so exciting to be a woman in the creative industries today.

Yes, of course, there are still companies that seem intent on keeping their senior women in a cupboard; perhaps only letting them out to voice their opinion on International Women’s Day. That is if they have any senior women at all; all male management line-up in 2020 anyone? Yet those companies appear increasingly out of step with the changing consumer ecosystem that demands equality as something as fundamental as the air we breathe. How are you possibly expected to connect with society or create culture if you don’t represent half of it?

The mainstream media narrative that women are somehow innately in competition with each other is the antithesis of my experience. At Creativebrief we have a culture of mutual support and celebration. (Obviously I am biased but you cannot move for incredible women in our office and we respect each other for our differences). But I am painfully aware this isn’t the experience for every woman in our industry. Data from Creative Equals shows that 12% of women in the industry are planning to leave in the next two years. Our collective challenge is to create the space for these women to be heard and build cultures that empower them to truly thrive. I feel that regardless of gender we need to rise to this challenge and ensure the opportunity to thrive in the creative industries is open to every woman.

When I think about what being a woman in this industry means to me, the word that springs to mind is inspiring. I’m inspired by all of the great campaigns that show what being a woman actually is; that make it more visible. The reality in This Girl Can, smashing taboos in Viva la Vulva and celebrating womanhood in Body Proud Mums. To see the female body in all its reality is huge, and something I hope is also visible are the female creatives at these brands and agencies, doing the work. 

As well as inspiring campaigns, equally visible are many female leaders; having their voices heard and reaching their audience across the industry as well as reaching me, every day in the office. Then there’s the inspirational female speakers I get to see on stage, breaking the mould of all male line-ups, like Caroline Casey whose talk I saw last year and still think about. I’m aware that whilst I find this visibility inspiring, many of my peers might call it long overdue. This visibility has also opened my eyes to the problems we still face, and I feel lucky to have joined this industry during a time of change, where progress is being made and all the while drives me and motivates me further.