Campaign published the latest diverted diversity drivel from JWT Worldwide Chairwoman and CEO Tamara Ingram, who shared her insipid insights on promoting White women in the creative department. Most outrageous is Ingram’s declaration, “Insist on a diverse candidate roster for every opening.” Diverse, however, only applies to gender—and does not even include racial and ethnic qualifiers. “If you tell recruiters, hiring managers and key decision makers that there must be a female candidate for every opportunity, believe me, it will happen,” proclaimed Ingram. If you tell recruiters, hiring managers and key decision makers that there must be a non-White candidate for every opportunity, believe me, it will never happen. At the end of the day, is Ingram any more evolved than her predecessor, Gustavo Martinez? If JWT really wants to attract women, perhaps they should stop treating Erin Johnson like shit. Just a thought.
Tamara Ingram: How to get more women in creative departments
Tamara Ingram, JWT’s chief executive, will debate how we can recruit, retain and develop female talent with a panel of creative women at the IPA and 4A’s ‘World Wise Women’ session in Cannes. To set the scene, she shares her top tips on how to get more women in creative departments.
1. Executive commitment, planned actions and measurement are more important than good intentions
Change doesn’t happen without these three things. Real change requires determination, consistency over time… and a lot of leadership impatience with the status quo. That’s true inside our individual agencies and across our industry. We need to work together to push this agenda.
Talking about it and showing intent generates momentum, creates conversation, and continually forces this topic to the top of the agenda.
2. Insist on a diverse candidate roster for every opening
That’s for external hires, internal promotions and even internships. If you tell recruiters, hiring managers and key decision makers that there must be a female candidate for every opportunity, believe me, it will happen.
Then make sure a woman is part of the interview panel. And finally, hire on potential, not credentials. The latter can be used to screen someone out. The former is inclusive and can energise your entire team.
3. Create true flexibility in the ways someone can do their job
Of course that’s not just for women, but they often have greater constraints on their time. And personal stress rarely breeds great ideas. We need to offer a range of programmes that accommodate different demands at different stages of our lives.
4. Provide mentors, sponsors and female role models
They are going to know where the unconscious bias lurks in your culture. They ‘get it’ and can advocate for the women they are supporting. And we need to raise the visibility of female leaders in the industry (not just the creative department). Show it can be achieved. Make sure female creative leaders are seen on jury panels and in the trade press.
5. Visibly change the conversation
We’ve released groundbreaking work on ‘Female Tribes’. It’s estimated that women control up to two-thirds of the $18tn (£12.69tn) global consumer spend. If we want to truly engage this audience, we need to understand women’s value as consumers and wealth creators, leaders and influencers: the idea of Female Capital.
How can we develop the brand ideas that come out of these insights without creative talent that represents the communities we live in? And by the way, this is not a tip only to be wheeled out for “special” briefs/special occasions.
We all need to challenge creative briefs where we see “housewife with kids” on the audience section. Because if over 70% of mothers work in the UK and the US, the “housewife” doesn’t exist, and we’re creating work for a mythical audience. Creative departments — male and female — need to be alive to this idea.
Additional speakers at the ‘World Wise Women’ lunchtime Cannes event will include: Kate Stanners, global chief creative officer at Saatchi & Saatchi; Lauren Connolly, executive vice-president and executive creative director, BBDO New York; Nancy Hill, president and chief executive at the 4As; and Becky McOwen-Banks, creative director at FCB Inferno and co-founder of Creative Equals.
The event will be chaired by IPA’s president, Tom Knox.
They don't care. They just. Don't. Care.
ReplyDeleteIt's all about the publicity.
"We’ve released groundbreaking work on 'Female Tribes'" she says. Yes, and that project is almost entirely created and creatively controlled by men. So much for diversity.
We already know how they treat the "Insist on a diverse candidate roster for every opening" thing. Interview and hire white women first, and foreigners on visas as a backup. Minorities in America are dead last, with Black women and men locked in a dead heat for least amount of consideration or thought.
I see white women everywhere.
ReplyDeleteIt feels like we are drowning in a sea of white women hires. Like every agency nationwide heard the outcry over the lack of diversity and...
Hired white ladies only.
Then those white ladies addressed the decades long issue of discrimination in the ad industry by immediately...
Launching an ANA program to get more white ladies and girls prominently featured in ads.
Thanks, white ladies. Your priorities when it comes to ethnic diversity are duly noted :/