Chicks In High Places: Where Are All The Female ECDs?
There’s no reason why there shouldn’t be more chicks running creative departments, says Rachael Egan, executive creative director of 31ST:SECOND.
A few months back, we sent some of our creatives and suits along to Semi Permanent where they attended an all-female panel discussion presented by AWARD on the topic of ‘The Creativity Gap’.
They were surprised to find out that their ECD (me) is a rarity in the industry.
It certainly instigated a lively conversation in our creative department and hopefully has prompted the same in many other studios. In fact, it has provided an interesting topic of discussion of late amongst friends and family.
According to the Communications Council’s 2013 Salary Survey, only 23.7% of females hold roles in creative departments, of which only 13.5% have progressed to the role of creative director or executive creative director. To be fair, it’s not likely that I would be included in this specific result since, technically speaking, we are a brand activation agency, not advertising, however the numbers are still very interesting.
The results were based on Australia’s advertising workforce which interestingly showed an even gender split. Perhaps this has something to do with the traditionally strong female presence in account service roles – a result most certainly reflected at 31ST:SECOND. However, in our creative department, we are evenly split in regards to gender, with the workload at the top being shared by Dave, our creative director and myself.
As far as I can tell, there’s a stack of reasons why only a small percentage of females hold the top creative roles in our industry. Over the past few weeks, this topic has certainly got me thinking about all the chicks I know who are more than happy with their business card titles of head of design, senior art director, art director or senior designer.
I can assure you these women are damn good at their jobs and quite frankly don’t want the role of ECD or CD.
The fact is, there are more important things in life than a larger pay packet and bigger responsibilities. For these ladies, job satisfaction and a healthy work-life balance are most likely to be at the top of their list.
Many people still think that advertising is a bit of a boys club. However, from my perspective, that’s not really the case these days. Several colleagues I spoke to would prefer to stay in a more hands-on role – being involved in the actual creative development process rather than just managing staff or dealing with the big egos. Others made a conscious decision to enjoy a more balanced lifestyle by taking on a less stressful role and more flexible working hours. In addition, most of them are now mums, so “family-life” is definitely a strong influence over any “work-life” decision making. Being a founding director of our company, I decided from the start to remain as hands-on as possible and have since been fortunate enough to maintain a culture of flexibility and creative input.
The bigger issue is about achieving a gender balance in creative departments, no matter what the level.
Our core business is Shopper Activation and it’s no secret that women make up the vast majority of our audience as decision makers and family budget managers. So, even though our male creatives know how to bring out their inner female, it does make sense for there to be a more balanced creative workforce, because as Doris Day told us all those years ago, even the Magic of Aladdin couldn’t do as much as a Woman’s Touch!
Hopefully ‘The Creativity Gap’ discussion has inspired more young women to join the team and I’m hoping it opens more doors (and minds) so they can reach the top.
Of course, it’s also up to us business owners to understand the value of a balanced creative team and recognise the importance of hiring the right person for the job. The less there are females currently working in creative, then the fewer there will be that are striving for top creative roles, and the continued low number of females at ECD and CD levels.
Anyone with the talent and drive to reach a top creative role should have the opportunity to reach their goal, but it’s whether they also want the responsibilities and obligations that come with it. Money isn’t everything and career goals are different for everyone. Kudos to those females who have taken on the top jobs, and the same to those who have chosen some other role that’s right for them.
Either way, let’s hope we continue to see more chicks in high places.
By Rachael Egan, executive creative director of 31ST:SECOND
Please login with linkedin to comment
2014 Advertising & Marketing Awards Ad Recall Dentsu Aegis F4 Consulting memeLatest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.