A New Model of Success for Women In Advertising: Achieving Gender Equality and Work Life Balance

4.6% of Fortune 1000 CEOs are women. 3% of advertising creative directors are women. Women account for 85% of consumer spending yet 91% say advertisers don't understand them. This staggering imbalance is holding our progress as a society back and impacting the bottom line of business. So why are we stuck here? Thanks to Sheryl Sandberg and a host of others, women are "leaning in" more than ever. But what are we asking them to lean in to? I believe there is something innately wrong with the system. I believe it's time for a more sustainable and equalized model of doing business. Within this presentation I attempt to detail the issues as I see them, empower women looking to advance their careers, and present an audacious plan for achieving gender equality and work life balance in an industry notorious for it's long hours and burn out rate. This keynote was delivered at the Mpls MadWomen inaugural event. In the audience were women and men in leadership roles along with "rising stars" from their organizations. In order to prepare, I interviewed a dozen women currently holding senior positions. In total, we (myself included) have worked at 34 agencies - 7 out of the top 10 in Minneapolis. We cover the gamut of marital/family situations: single, married no kids, married both working with kids, working mom with stay at home spouse, single mom, and one mom who recently switched to part time. Three of us are business owners. Through open conversation I began to see the patterns in our shared experience and came to understand how the business model most ad agencies run on is outdated and biased and burning women (and men) out. / PRH
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  • 2. 4.6% of Fortune 1000 CEOs are women women-ceos-fortune-1000 3% of advertising creative directors are women marketing-to-women-quick-facts
  • 3. 91% 85% women account for of consumer spending of women say advertisers don’t understand them
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  • 5. Bias
  • 6. 1. The Status Quo 2. Hazing Rituals 3. Most Potential Hours 4. Breadwinner 5. Traditional Gender Roles 6. Confidence vs. Competence 7. Jerks Are Jerks
  • 8. Career vs. Family
  • 9. COUNTERBALANCE child care laundry shopping home maint. cooking Photo: New York Village Voice paid work 60 hr wk Photo: Motilo cleaning 40 hr wk Demanding job balanced by housewife at home
  • 10. I wish I hadn’t worked so hard.! ! “This came from every male patient that I nursed. They missed their children’s youth and their partner’s companionship. Women also spoke of this regret, but as most were from an older generation, many of the female patients had not been breadwinners. All of the men I nursed deeply regretted spending so much of their lives on the treadmill of a work existence.” - #2 on the list, “The Top 5 Regrets of The Dying” by Bonnie Ware, Palliative Nurse
  • 11. CONTENTION WHO? child care Two parents in demanding jobs laundry shopping home maint. cooking paid work 60 hr wk cleaning 40 hr wk paid work 60 hr wk
  • 12. cooking cleaning 20 hr wk IMBALANCE Half the home duties on top of a demanding job paid work 60 hr wk
  • 13. 20 hr wk BALANCE & EQUALITY 40 hr wk Irrespective of gender or marital/ family status
  • 14. THE TOLL IMBALANCE TAKES ! Survival Mode Points of Contention Bad Mom, Bad Worker When You Are Under Water, You Can’t Think Straight The Importance of Sleep* Money Left On The Table Drop Out Effect * * Goodnight. Sleep Clean. - The New York Times
  • 15. Success
  • 16. 1. Own Your Ambition 2. Be Assertive 3. Give Them A Way Out of the Corner 4. Operationalize and Delegate 5. Set Boundaries 6. Manage Your Brand 7. Substantiate Your Value 8. Substantiate Your Needs 9. Hire a House Cleaner 10. Advocate for Yourself
  • 17. “LEARN HOW TO TAKE CRITICISM SERIOUSLY BUT NOT PERSONALLY.” Critics can be your best friends if you listen to them, and learn from them, but don’t get dragged down by them. - Hillary Rodham Clinton
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  • 19. Ambition
  • 20. CAREER ADVANCEMENT Ambition Vision Execution Determination
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  • 22. “I'm still figuring out my full definition of success, but I know one tactical think I'd like to make happen. I'd like to be able to get my career to a point where I can freelance once we start having a family. I'd like to be able to stay at home with kids but also have the mental stimulation from interesting work. That balance is easier said than done, though, but I'd love to be able to straddle both worlds to nurture my family needs and intellectual needs.” - MPLS MadWomen Member, Dec 2013 “Success for me means achieving quality over quantity. I want my work to have more impact on more people in less time and I want to be compensated (and recognized) for that quality. My time is valuable and becoming increasingly so as a new mom. ! Indication of getting closer to where I want to be: when I can justify hiring a home cleaning service so I never need to clean again ever.” - MPLS MadWomen Member, Dec 2013
  • 23. 40% 70% futureofsmallbusiness/intuit_2020_report.pdf marketing-to-women-quick-facts of the workforce will be freelance/contract in 2020 of new businesses are started by women
  • 24. “WOMEN ARE STARTING THEIR OWN BUSINESSES IN ORDER TO LIVE THE LIFE THEY WANT.” - Victoria Colligan, co-founder of Ladies Who Launch A woman's entrepreneurial spirit is driven by her lifestyle. Women polled by Ladies Who Launch cite freedom, flexibility and control as the top reasons for starting their own business, The second most important factors are creativity, fulfillment and passion. Money comes in third place. More on !
  • 25. An Audacious Plan
  • 26. 1. Identify Your Bias and Let It Go 2. Shift From an Hours Game to a Performance Game 3. Lead By Demonstrating Work-Life Balance 4. Offer Flexibility and Be Transparent About It 5. Fuel Ambition, Foster Confidence 6. Reconsider Executive Benefits 7. Collaboration vs. Territorialism 8. Honor Dinner Time 9. Choose More Sustainable Business Practices
  • 27. ISN’T IT TIME WE RETHOUGHT THE PITCH? ! Dependent Upon Overtime Subsidized By Retainers Drives Rates Up Devalues The Work Drains The Most Important Resource Causes Resentment Not A Real Example of Working Relationship Not a Sustainable Business Model
  • 28. ARE YOU PART OF THE NEW MODEL? Patty Radford Henderson Co-Founder Union Park Marketing @prhenderson
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    Nov 3, 2017


    Nov 3, 2017
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