Gender Equality in Advertising: Not About Luck, but Decisions

At the turn of the 20th century, advertising was primarily seen as men’s business. Women were limited to administrative or support tasks, a dynamic that was reinforced by the typical ads of the time. No matter the brand, the formula seemed to be the same: Women were presented as housewives who were almost always in the kitchen, and were subservient to men, who were heads of the household and the main breadwinners.

This would all start to change in 1911, when Helen Lansdowne Resor became a copywriter for the advertising firm J. Walter Thompson. That was the first rung on a long ladder taking women toward more prominent roles in advertising. Hiring conditions were — and still are — different for men and women, but it was still progress. The turning point came in 1949, when McCann promoted four women to vice president, a major breakthrough for women in the advertising world.

Truth be told, the TV show Mad Men does a good job telling the story of women in advertising through the eyes of Peggy Olson. Peggy starts her career at the advertising agency Sterling Cooper, working as the secretary to Don Draper, the company’s creative director (and the show’s main character). Her disruptive ideas earn her a spot at the copywriters’ table. This, though, comes at a high cost: She constantly fights for the recognition of her — male — peers, staying long after hours, hiding her pregnancy, and working twice as hard to be included in a “world of men.” Spoiler alert! In the end, she receives a very tempting offer from McCann, her firm’s main competitor. And so her story comes full circle, with an amazing reversal on her famous line: "Aren't you lucky to have decisions?"

Today, we can say the world has certainly changed: Women have risen from entry-level positions all the way to corporate leadership and boards of directors. Getting a seat at the executive table has led to new media representations where we are further away from the kitchen and closer than ever to the largest office in a high-rise; however, we still face many challenges in terms of achieving equity in the workplace.

According to the consulting firm Grant Thornton, only 32.4% of leadership roles in midsize companies worldwide are held by women. In Latin America, women account for 37% of executive positions, placing the region above the world average.

This is why we need to keep a close eye on what is happening within our organizations, where each day we build networks and structures through which to promote equity. Looking inward is a key stepping stone to workplaces with equal opportunities for all.

The Keys to Transformation

There is no question that women’s contributions to the advertising, marketing, and technology industries are priceless and necessary. Women in leadership not only enrich discussions, but also offer a different perspective that enables companies to more effectively support the needs of current and future customers. In other words, women in leadership open more business opportunities.

This is why those of us in executive roles embrace the commitment to promote equity within our workplaces. As the popular metaphor goes, it is not about giving everyone the same pair of shoes; it is about giving everyone shoes that fit, so that we can all stand tall and steadily move forward at our own pace.

In my case, whenever I lead a team, I always consider the type of leader I would have liked to have. A leader who can build safe spaces for all, where each team member can share their ideas in a respectful environment, where differences are valued as intrinsic parts of all human beings. We do not need a standardized approach; we need a fair and equitable environment. That—at least for me — is the key to leadership.

Today, I feel lucky to be part of an organization with a talent-based culture: 50% of our team are women, and those women hold leadership roles and excel in different business areas. Ensuring equity is promoted right across the organization is essential to building a truly diverse and enriching environment.

To open these discussions, we need to identify existing challenges, prioritize diversity in leadership positions, support initiatives that favor work–life balance, and ensure equal opportunities in our hiring processes.

Looking back, we can see how far we have come, but the journey is not over yet. We are committed to celebrating each step along the way and to advancing toward our goal of building a more equitable world with more opportunities for all. We work toward a world where each person can acknowledge their value and find their place. After all, in advertising—as in every part of our lives—good ideas always come from looking at things from a different perspective.