Naila Fattouh, CEO, Impact BBDO – Egypt.Is diversity, equity and inclusion (DEI) merely a top-down strategic initiative or is it also becoming increasingly embedded within the organisational mindsets and cultural transformation to support women?
As long as DEI initiatives continue to bring in major rewards to agencies and clients alike, we will continue to see it playing a pivotal role within the agency culture. Bringing more women to the forefront across more functions, newer roles and ‘unexpected’ positions has proved extremely effective for agency growth across the board. This efficacy will be the push that forces managements across the region to continue to support DEI initiatives and cultures. Ultimately, all we need is to be successful, and if diversity leads to success, then it will be a key driver for agency transformation.
What mechanisms or metrics should organisations use to measure the effectiveness of DEI efforts beyond recruitment statistics?
At BBDO, diversity has a direct correlation to business growth. Diversity has helped us win new business, win awards and grow organically. With different people thinking together, we can conquer different industries, different clients and different campaign demands. Accordingly, DEI initiatives should have the same metrics as any other initiative or investment done by an agency, it should ultimately lead to a healthier bottom line.
What do you believe are the biggest hurdles to DEI within the advertising sector regionally, and how can these be addressed?
One of the biggest hurdles is: Breaking stereotypes of what different genders bring to the table. We are still struggling to redefine how women are perceived within the industry. Women are not new to advertising, but women are new to presenting witty comedy for sports advertising. Women are new to directing action packed spots. Women are new to leading regional in-house productions. Women are new to cracking new IPO strategies. While clients, and the industry at large, seem to be comfortable with women leading on a diapers campaign, today, we are pushing for those same clients to be comfortable with women leading any campaign.
“In an industry that is tightly correlated to pop culture, DEI isn’t just a check list; it is an important tool for checks and balances.”
Do you believe DEI fatigue is setting in within the industry?
I believe we are very far from DEI fatigue, I think we’re at a DEI high. Women are proving to add incomparable value at every stage of the advertising process. We’re seeing more female creatives win awards. We’re seeing more female directors entering the field. And the more they succeed, the more the fatigue will turn into energy. Our success is contagious, not just amongst ourselves but to everyone around us. Our managements, our teams and clients can feel the energy, and the value we bring will become normalised and expected.
Is DEI driving meaningful change?
In an industry that is tightly correlated to pop culture, DEI isn’t just a check list; it is an important tool for checks and balances. DEI brings meaningful change, when you realise how crucial of a role it plays in ensuring your solutions and ideas are ready for a wider audience. The more we have people from different backgrounds looking at the work, reviewing and assessing, the more we’ve checked that it works and that we’ve balanced the message perfectly for success. This is the real asset DEI offers any agency.
Could you share a mistake / failure from your personal life or career that could be a key lesson for others?
Where does one begin? Several lessons come to mind. For starters, I wore high heels to work for almost 10 years every day to look older; more ‘senior’. I joke with the younger girls at the agency who remind me of my ‘cuter’ days in advertising about possibly adopting similar approaches to gain their clients’ trust as senior leaders. But thankfully, the newer generation feels more confident and can get the job done in sneakers.
But jokes aside, my key mistake is wasting time on clients, pitches and challenges that were not ready for me. The truth is, in our region and possibly around the world, there will be clients who prefer a big mustache. It’s not my job to correct this, it’s their job. Instead, focus on clients, initiatives and teams that value what you do bring to the table. Own your strengths and partner with those who need and appreciate these strengths.
