Campaign interviewed Global Marketing Leader for Yum! Restaurants International Klara Farkas at Cannes, and the discussion included the dearth of dames in marketing and advertising. While recognizing the alleged problem, Farkas said, “It becomes more difficult in terms of identifying what to do about it.” Um, you might consider not executing promotions like the one depicted below. Ms. Farkas could also
force encourage her advertising agencies to stop being so sexist and exclusive in their hiring practices. Just spitballing ideas here.
Cannes 2012: Yum! Restaurants’ Farkas talks about women in the industry
By Georgina Brazier
Klara Farkas, global marketing leader for Yum! Restaurants International, (parent to brands including KFC and Pizza Hut) talked to Campaign about the role of women in marketing and advertising and what can be done to “elevate and advance” women in the industry.
Sitting on a panel for a discussion surrounding the topic at Cannes, Farkas said women currently occupy over half the positions in both advertising and marketing internationally, but that only a small percentage have secured leading roles.
She said: “Only 3% of women are in the ‘seasweep’ and being represented, currently. Women, while they may start their careers with the ambition to grow and climb the ladder, they are forced into making choices that require them to be a bit more flexible and maybe get them off track. We need to get them back on track.
When asked about the reaction to the panel talks, she emphasised that the response from industry is “always positive” and that there is an “overwhelming willingness” to discuss the topic.
She said: “It becomes more difficult in terms of identifying what to do about it.”
“What are the specific things that companies, agencies can do to address the issue and what sort of processes can be incorporated into the culture to make sure that women are given the opportunities—are sponsored and advocated by other people within the organisations.”
Jenelle Tilling, vice president, marketing at KFC UK and Ireland recently [talked] about her role as a mentor to colleagues at various Yum! Businesses and her place on the executive committee of Women in Advertising and Communications in London. She uses this opportunity to give advice and learn from talented women in the industry.
During the interview Farkas also spoke about her first experience of Cannes, highlighting what she has learnt about how to be a better client and also the importance of digital in the food market.