S01E03: Using creativity for diversity?
It’s quite rare to find women occupying top management roles in creation, but I’m glad to note that in both Havas NY and Betc Paris women are pretty well-represented. My coach Dorothy is a Creative Director and, along with her partner Julian, manages different brands from a large group. Above them are Kate and LP, Executive Directors who are very competent and inspiring. I would have loved to be able to spend more time with them to learn more about how to write a good commercial.
While the top management at Havas NY and Betc Paris is quite equal (gender wise), I don’t know the difference between wages. That I will investigate 🔎
Despite women being pretty fairly represented in these agencies, unfortunately this is not always the case. Because of this, I would like to share with you two initiatives for change that are happening in New York.
The Fearless Girl
The first of these initiatives is the famous Fearless Girl statue, located in the heart of Wall Street. I actually live 3 minutes away from this statue in the Financial District, so it has been a topic of conversation among my fellow Lofters and I.
On March 7 of this year, the night before International Women’s Day, the third-largest asset management firm in the world installed a statue of a defiant girl in front of the iconic Wall Street bull. The purpose of this was to highlight the firm’s campaign to increase the number of women on corporate boards. In addition, they sent a letter to 3,500 companies urging them to improve their gender diversity.. an interesting way to start this conversation.
Soon after its installation, the bronze statue was trending on social media, as it generated millions of tweets and Instagram posts. It was quickly hailed as a symbol of female empowerment.
Unsurprisingly, the “Fearless Girl” just won three Grand Prix at the Cannes Lions Festival of Creativity, including the Glass Lion. The Glass Lion is the award category for implicitly or explicitly addressing the issues of gender inequality or prejudice.
“This is exemplary of a modern CMO that isn’t afraid to challenge convention. I admire Stephen Tisdalle, CMO of State Street Global Advisors, for finding new and brave ways to deliver an experience that celebrates the power of women in leadership.” Laura Maness, CEO, Havas New York
Although Fearless Girl wowed the Cannes jury, it has also received criticism. According to the New York Times, people have called it a publicity stunt and accused the firm of using feminism as a marketing tool.
Of course, a single statue won’t solve this problem — even at State Street, which itself is run by a leadership team that is 82 percent male — but, it’s still an interesting way to talk about it.
Your secret code
Another great initiative comes from an amazing woman I met here in New-York: Mara Lecoq! Mara is freelance creative director that worked for BETC (before I joined the company) before moving to New York a few years ago.
She’s been named one of 2016’s Next Creative Leaders by One Club and was also one of Mashable’s Rising Stars in advertising. In addition, she was selected as one of just 12 women in the world to be a part of the “See It, Be It” initiative at Cannes Lions. In short, people are describing her as pretty bad ass.
She is the creator of Secret Code, which helps girls smash tech stereotypes. https://www.yoursecretcode.com/
Secret Code is a customizable children’s book that stars the little girl in your life as a trailblazing hero, in a role that challenges stereotypes. It allows you to go online and personalize the hero’s name, skin, hair, and eye color so that she looks like the little girl you want to inspire. Then, the girl receives a classic paper picture book about her leading a fun, modern-day robot adventure. At the end of each book is a link that leads the reader to a website where she can learn how to code.
Mara created Secret Code as an antidote to the stereotypes that girls and women don’t thrive in science, tech, math and engineering careers.
“Showing role models is really important and girls need to literally see themselves in empowering roles,” Mara said to Mashables. “My goal too was to turn inspiration into action.”
Mara treated Secret Code exactly like an ad campaign for a brand, with her brand being “Women in Leadership and Technology.” She had an insight, a strategy, an idea and an execution. All of this was followed by a product, a launch film, launch event and a PR outreach. I would say it paid off because the result is really awesome!
Mara also told me about some other awesome initiatives coming from NYC : First, http://www.ladiesgetpaid.com/ founded by Claire Wasserman. The mission of this organization is to help women advocate for themselves at work. They offer both workshops and webinars to facilitate female leadership through community, education and advocacy.
Finally, https://www.the-wing.com/: a Stunning Social Club made for women close to the Iron Building
