The 3% Conference is out to address the dearth of female creative directors in the advertising industry. While the event doesn’t yet have a time, place or participants, the initial hype includes:
Women control 80% of consumer spending, yet don’t feel advertisers understand them. Could it be because only 3% of advertising creative directors are women?
The official website also features a contrived and clichéd video that, if produced by female creative directors, might explain why there are so few of them. But seriously, the conference appears to be an attempt to stage a live rehash of Tiffany Rolfe’s perspective published in Advertising Age last year. MultiCultClassics has repeatedly weighed in on the topic. Besides, if women comprise 3 percent of the creative directors, what do the minority figures look like? Anybody interested in a Less-Than-1% Conference?