BY MERYL DRAPER, AGENCYSPY
In advertising, we spend most of our time pitching women. We all know women make 85% of product purchases, and that brands spend millions researching their habits, beliefs and core values. And then, counter-intuitively, they hire mostly men to lead the advertising.
The gender disparity at ad agencies among commercial and creative directors is so wide—only 10-29 percent are women—that an industry-wide movement to correct it has taken off. From the 3% Movement to documentary filmmaker Alma Har’ell’s recent #FreeTheBid campaign, we’re reaching a moment of reckoning.