W&C: A New Initiative To Fast-track Gender Equality At M&C Saatchi

W&C: A New Initiative To Fast-track Gender Equality At M&C Saatchi
SHARE
THIS



The inaugural 3% Conference Australasia was all about recognising the importance of gender diversity in adland. Here, M&C Saatchi Group’s Shannon Bell (pictured below) explains how the company plans to change its ratio.

Shannon Bell

50:50 by 2020. That’s the target M&C Saatchi has set itself for gender equality across all departments and at all levels across the group.

This is more than a catchy soundbite. In a culture that thrives on success, this target gives a public deadline for attaining real results. It’s the driving force behind an initiative we launched at The 3% Conference Australasia.

See, we believe it’s time for a new approach to achieving equality. We hear a lot about how hard it is for women to make it in the ‘agency boys’ club’. And while this is certainly true, it’s not the only experience that women in creative roles can have.

This month marks my four-year anniversary of starting as a copywriter at Re, M&C Saatchi’s strategic brand consultancy. It took me awhile to get here. I was not a particularly career-minded person (I studied creative writing at university, for example). But as soon as I learnt copywriting was a job, I pursued it through editorial and client-side roles and eventually made it to M&C Saatchi. I’ve worked hard here, and this year I was promoted to creative director.

That’s my experience. I’ve always felt supported and recognised in agency life. But the stats across our industry show that this type of experience isn’t happening enough.

Across the M&C Saatchi Group, women account for roughly 50 per cent of staff. But when you drill down, a different story is revealed. The creative department (across the group) is just 32 per cent women.

That’s not a good (enough) number. It’s the sort of headline that quite rightly needs to be called out. However, while this number reflects a truth, it also discounts the experiences of women at M&C Saatchi who are excelling in creative roles. This number reduces us to a sad statistic.

So, we’re taking back control of the conversation.

W&C – Women & Creative – is a platform that celebrates the talented and tenacious women at M&C Saatchi. It’s our aim to flip the narrative from one of barriers and negativity to one of possibilities and paths forward – because positivity is a powerful force to drive change.

W&C demystifies what it means to be a female creative. It tells the stories of creative women to inspire others with what’s possible, and it’s underpinned by a whole range of initiatives – from female-oriented internships to mentoring programs and emerging leaders training.

Our plan isn’t simply to encourage more women into creative roles – it’s to raise the profile of the creative women who already work here. To show them just how important they are to the future of the group. To help them to see a long-term career path in the industry.

Launching W&C at The 3% Conference was just the beginning. We’re now finding ways to engage with the broader industry to make this bigger than M&C Saatchi. It’s my hope to use next year’s 3% Conference to show the progress we’ve made towards our target, because 2020 is just around the corner. The clock is ticking.

Latest News

RedBalloon Urges Shoppers To ‘Break With Tradition’ This Christmas
  • Advertising
  • Campaigns
  • Marketing

RedBalloon Urges Shoppers To ‘Break With Tradition’ This Christmas

Online experience retailer RedBalloon is urging consumers to ‘break with tradition’ this Christmas and rethink their approach to gifting, with a million-dollar campaign set to drive 1.6 purchases every minute between now and December 25. RedBalloon General Manager Matthew Cavalier said everyone has their own traditions at Christmas. The brand’s creative territory is about celebrating […]

Rimmel London & The Cybersmile Foundation Take On Beauty Cyberbullying
  • Advertising
  • Campaigns

Rimmel London & The Cybersmile Foundation Take On Beauty Cyberbullying

Rimmel London has partnered up with The CyberSmile Foundation to take a stand against Beauty Cyberbullying. Launched on Monday via a global campaign #IWillNotBeDeleted, fronted by Rita Ora and Cara Delevigne with a cast of other individuals who have been affected by this issue. In 2017, Rimmel London undertook a global research study to understand […]

Jeep & Lumo Energy Launch OOH Campaigns Via oOh!media
  • Advertising
  • Campaigns
  • Media

Jeep & Lumo Energy Launch OOH Campaigns Via oOh!media

Jeep Australia and Lumo Energy are among an increasing number of brands creating impact and driving greater audience engagement through the use of special builds and innovative lighting on classic out of home billboards. The two builds, developed and executed by oOh! include strategically placed lighting which appears to increase in luminance as the night gets darker, to capture the attention […]