The advertising industry in this region has plenty to shout about when it comes to gender diversity. We recently interviewed a number of female executives for our annual Women in Advertising issue and there were lots of positive comments about the progress being made.
But no-one will deny there is a lot more work to do in leveling the playing field. We will be publishing these interviews online at Campaign Middle East and in our September issue.
Elda Choucair, Chief Executive Officer at Omnicom Media Group (MENA)
Elda Choucair is a dynamic CEO with an organic approach. Her goal is to accelerate the group’s transformation through developments in automation, predictive modelling and ecommerce, while bringing the agency’s training and upskilling to the very highest level.
With a 15-year history at Omnicom and plenty of accolades under her belt, she also lends her expertise to industry bodies, including the ABG, the IAB GCC and the International Advertising Association UAE Chapter.
She says: “In a 2023 global survey by advertiser trade body WFA, 72 per cent of industry respondents say their company is actively taking steps to be more diverse and inclusive. Things look a little less rosy when respondents assess the progress at industry level.
Yes, the GCC remains largely positive about the progress made, at 52 per cent for ‘things have improved in terms of the industry being more diverse and inclusive in the last two years’. But it’s only 2 per cent above the world average and we rank 16th in the 33 markets covered.
More concerning, we showed the highest score (9 per cent) for ‘things are worse’. The perception is therefore that while at company level we seem to do great, the industry as a whole isn’t doing as well.
It’s obviously a question of perspective, where one is coming from and what they’re looking at. Critically, diversity isn’t one thing. It includes ethnicity, age, physical and mental health issues, faith, beliefs and preferences.
It’s about how they are treated and involved in the decision-making process of their organisation. It’s about how well they are heard and the value the company, and collectively, the industry places on them.
When few women, ethnic and faith minorities, and disabled individuals rise to the top positions, it’s clear we’re not going to see this region as performing well on DE&I.
It can’t be solved by DE&I washing though. Putting people in senior positions because of what they are as opposed to what they can do is crass, cynical and counter-productive. It’s about giving everyone, blindly, equal opportunities to shine and fulfil their potential, removing bias and pre-conceptions.
Neurodivergence doesn’t mean people can’t be powerful CEOs and neither does the colour of their skin or the fact you are wheel chairbound.
When key groups are still underrepresented in senior positions and report promotion or hiring decisions are discriminatory, they lack role models and perceive the situation as impacting their career progression adversely.
I must say by luck or affinity, I have never had to face any form of discrimination because of my gender. It has sometimes been harder to be heard than I would have preferred but it’s hard to pin this on my being a woman.
It could have easily been on my lack of experience or seniority at the time.
On the other hand, I felt extraordinary validation when I was made CEO of PHD MENA and then OMG MENA. There is plenty of recognition for past achievements and expectation for the ones to come in such promotions.
That was followed by industry roles in associations and bodies, including some from the UN, and these assignments truly give you a sense that you are shaping the industry and helping it move along.
“Let’s just say there is plenty of room to grow, as we’re about half of the world average. There are many policies in place for women and people of determination to enter the workforce”
The reason why I am so keen to contribute to our industry’s development is that it is an extraordinary moment for it.
It presents amazing opportunities for existing and upcoming talent in a wide range of disciplines and just like we need more women and analytical power in science and tech roles, the same applies to advertising and media.
We need to find the talent to fill the yet to be created roles the move to AI and automation will require.
We simply can’t afford to be biased, blinkered or restricted in any way. Talent comes in all shapes and sizes and this diversity is beautiful and effective.
The workforce participation of women in the region lags behind advanced economies and even the world average.
Let’s just say there is plenty of room to grow, as we’re about half of the world average. There are many policies in place for women and people of determination to enter the workforce. Businesses also have to step in.
