IWD 2024: Rocking up with 'girl boss' swag not enough

International Women’s Day might have its critics – after all, there are ingrained issues that affect women all year round – but against the backdrop of the recent IPA Census, Decision Marketing quizzes a number of top females on how the industry is progressing towards levelling up.

For Zappi international managing director Babita Earle, the slight increase in female representation in C-suite positions in 2023, from 37.5% in 2022 to 37.9%, shows some progress, but nowhere near enough.

She adds: “It’s still a tough climb for women to reach and remain in those top-level positions, and they often end up working twice as hard. Unacceptable.

Earle believes that one significant factor contributing to women’s extra workload is the impact of female health issues such as endometriosis, fertility, menopause, and periods; these issues are often overlooked and rarely taken into account, exacerbating the already existing gender disparities.

She continues: “Women leaders bring a fresh perspective and a willingness to shake things up, but the real challenge is breaking down biases that prevent diverse talent from reaching leadership roles. To tackle these issues head-on, the industry needs to get creative about how we find and promote women at the C-level. Right now, there’s a vicious cycle in hiring women: you need experience to be considered, but there are very few women with that experience. It’s a bit of a Catch-22.

“We’ve got to make changes if we want to level up and create a more inclusive and forward-thinking workplace. The journey towards gender equality requires a real team effort to break down those systematic barriers and create an environment where diversity can truly thrive.”

Whisk Founder and CEO Amy Still also bemoans the slow pace of progress. She explains: “While an increase in female representation in C-suite roles shows that the industry is moving in the right direction, 62.1% of men still hold the vast majority of top jobs. The numbers reveal a glaring gap in leadership positions, which underscores the persistent inequalities that women continue to face in the workplace.”

Still believes brands and agencies need to implement tangible initiatives to promote a more inclusive and equitable environment. These could include establishing informal women’s networking programmes that create a platform for shared experiences and fosters a sense of community. These would enhance both professional growth and well-being.

She cites the largest collective for women in business, AllBright, which supports women at every stage of their career development, saying that companies can take a page out of their book by implementing similar internal programmes to inspire the next generation of the female C-suite.

Still continues: “Some 68% of women reported that they faced health issues at some point in their career, such as menopause and fertility. It’s therefore no shock that female employees have different requirements to men when it comes down to workplace needs. Employers that regularly seek input and tailor benefits to individual needs, such as flexible work arrangements and mental health support, demonstrate a commitment to inclusivity, but will also benefit businesses with increased productivity and employee satisfaction.

“As the media and marketing industry strives for equality, these steps can activate meaningful change and empower women for greater success in leadership roles.”

Meanwhile, Analytic Partners senior director Justine O’Neill says the pay gap in UK agencies is still blatantly obvious despite the gender-balanced workforce, and although there is an upward trajectory, there is still a lot to be done to achieve equity.

She adds: “Within data science, we are even further away from that basic balance. According to the Alan Turing Institute, only 22% of AI and data professionals are women. This is still related to restricted access and false bias towards education and digital media. Not only does that constrain companies’ ability to tap into their full creative potential but it also hampers the industry’s overall growth.

“It’s imperative for the industry to adopt a more inclusive approach and use a diversified pool of talent to tap into the innovation that is happening all around us. The industry has the potential to diversify problem-solving approaches and generate more innovative solutions that resonate with a broader audience. Boosting female involvement is a pivotal part of this process.”

O’Neill reckons that agencies can help shift that mindset and lower entry barriers; female leaders are an incredible inspiration for Analytic Partners’ large female workforce.

She continues: “The IPA census data shows the lack of female leaders across agencies. By creating role models for women, enhancing accessibility across sectors, refining recruitment processes, nurturing internal conversation and support across offices, and offering personalised education throughout their professional journey, we can create more opportunities for female data scientists to follow their passion and be successful.”

Omnicom Media Group UK chief marketing and development officer Nicki Hare says it always shocks her that it takes a day like International Women’s Day for us to be able to draw attention to the lack of equality that still exists within the advertising industry.

She adds: “I have been a member of WACL (Women in Advertising and Communications Leadership) for nearly 20 years, and the work that we have developed to help drive gender equality has had a significant impact on our industry – but there is still so much more to do. If we look at the most recent IPA census, superficially it looks like we are in good shape with 54.7% female representation, yet only 37.9% of C Suite roles are filled by women.

“I am proud to sit on the board at Omnicom Media Group UK, where our female C Suite representation is at 50%. This hasn’t happened by chance; a commitment across our business to develop progressive policies and benefits that attract and retain talent throughout their careers is a primary focus for us.”

The group’s policies, available to all from day one in the business, include flexible working hours for everyone, support to those returning from maternity, surrogacy, adoption, or shared parental leave, and its menopause policy includes counselling services, free access to the Bupa Menopause Plan and additional medical support.

In addition, enhanced maternity pay from day one draws female talent to the business who feel supported regardless of when their intention might be to start a family, and its Core Hours scheme and Nursery Benefit allows working parents to juggle the ongoing balance between childcare needs and work priorities, enabling women to thrive both at work and at home.

Hare explains: “Being aware and supportive of the pressure points outside of our core policies is crucial. Our Parents & Carers Employee Resource Group offers support and connection, and group wide mentoring, sponsorship, and self-space therapy sessions play an invaluable role in ensuring that our drive for gender equality is thought of every day, not just once a year.”

Finally to Rapp associate director of DE&I US/UK Allison Gilbert, who is in no doubt that the census outcomes indicate a real lack of critical appreciation for how DE&I shapes an agency’s prospects and bottom line. It’s no coincidence that we’ve seen an industry downturn in this same period, she stresses.

Gilbert added: “Rocking up with the best of intentions and shelling out cash on high-profile guest speakers, lectures on confidence and ‘girl boss’ swag (seriously, please stop) aren’t up to scratch for the task at hand. We know that business norms and conventions have been designed to exploit inequality; it’s on all of us to course correct and build businesses fit for the future.

“Fundamentally, agencies need to be real with themselves about committing to business transformation. Partner with your DE&I practitioners to co-craft infrastructure, deliver transparency and generate true enablement. Abandon a scarcity mindset, listen to understand, centre your people’s needs in the bold changes you make – and don’t be the agency that waits for everyone else to do it first.”