An #IWD Special: Accelerating the progress of women in advertising
Another year, another reason to highlight the plight, struggles and triumphs of women everywhere. This year’s International Women’s Day, UN Women settled on the theme Invest in women: Accelerate progress. We asked our MD Joanna Gow what she thought about this year’s theme and advertising, and this is what she had to say…
“As a woman in the advertising industry, I’ve witnessed a significant shift in the landscape since I first embarked on this journey. Back then, women were primarily confined to client service roles, but today, many top positions in agencies are proudly held by women. It’s a testament to the progress we’ve made, but also a reminder of the challenges we still face.
One question that often arises is whether the advertising industry is fair and unbiased in its treatment of women. Personally, I’ve never felt discriminated against. However, I do believe that women sometimes hesitate to seize opportunities as readily as their male counterparts. There’s an inner voice that often holds us back, conditioning us to be humble and reserved when we should be assertive and ambitious.
At Tessera, investing in women has always been a priority. We consciously seek out female talent, providing them with training and support to thrive in their roles. From digital leads to creative designers, we strive for gender parity within our team. Yet, it’s disheartening to see the scarcity of female senior creatives in the market. Many talented women seem to vanish from the radar as they progress in their careers—a phenomenon that demands closer examination and action.
Creating inclusive environments and leadership positions for women in agency requires empathy and flexibility. Balancing work and personal life is often more challenging for women, especially those with familial responsibilities. As an agency owner, I constantly navigate this delicate balance, ensuring that members of my team have the space and support they need to excel both personally and professionally.
Opportunities for women in advertising are abound, particularly in the creative domain. Yet, there’s a glaring lack of women excelling in these roles. We need more trailblazers, and more female creative directors, inspiring the next generation of women to pursue their passions fearlessly.
Mentorship has played a pivotal role in my own career progression. While I didn’t have a female mentor within the industry, I had the privilege of working alongside remarkable women who shaped my perspective and skills.
It’s crucial for young women to witness the success of their peers. Seeing women accelerate their careers through hard work and integrity dispels the notion that shortcuts are the only path to success.
To challenge systemic barriers, we must actively support and uplift one another. Women must step forward, unapologetically claiming their space in the industry. Additionally, we need allies—both within agencies and on the client side—who are willing to champion women-owned businesses and elevate female voices.
Investing in women isn’t just a slogan; it’s a commitment to nurturing talent, breaking barriers, and driving progress. As we celebrate International Women’s Day, let’s reaffirm our dedication to building a more equitable and inclusive future for all women in advertising and every industry out there.”
