As a third-culture kid I’ve always been in-between cultures, moving from one place to another – with my professional journey starting in São Paulo, then Beirut and for the past years in Dubai, a place I happily call home. This naturally gave me the opportunity to experience different working cultures and on a more individual level to expand my global network and cross paths with different clients and colleagues – all of which have helped shape my career and who I am today.
More importantly, these experiences broadened my perspectives and allowed me to observe common patterns of challenges women face in the adland – some of which I share below:
Leading in a space designed for men
Advertising is relentless. The long hours, intense collaboration, and ever-pressing deadlines can feel all-consuming to anyone. These challenges are often amplified for women in the industry – an industry where leadership roles were shaped in a time when men were in the lead, and expected and able to be always on, always available. While these challenges are real regardless of gender and we tried to address them over the decades as we moved through new and changing realities, it remains true that women still face greater challenges to thrive in advertising. While men make sacrifices too, women often bear a greater weight when it comes to balancing their careers with family life.
To my fellow women in advertising, I say this: don’t settle for a place that doesn’t truly see your value.
As a woman in leadership, the challenge goes beyond proving your skills or passion. It’s about overcoming the higher expectations of constant presence, staying driven despite competing priorities and constantly innovating in a world that’s moving at the speed of light, even when your world calls you to momentarily slow down.
Today, as a mother of twins, this reality has never been clearer. Advertising is a demanding industry, one that often drives women away. But for me, leaving was never an option. I believe women are the heartbeat of this industry and to truly evolve, advertising needs more women, not fewer.
A seat at the table isn’t always genuine
As men still hold the majority of leadership positions, having the right mentors, advocates, and supporters has been key to my growth. I’ve seen, especially in international markets, how policies and quotas often dictate gender equality, and women are often invited to meetings simply to tick a box.
I’m lucky to be in a region where this is different.
Contrary to global perceptions, I’ve found that in the Arab world, women are brought to the forefront for the right reasons. There’s no pressure to meet a quota or follow an agenda. It’s a genuine seat at the table, and it’s something I take pride in as an Arab woman. I’m fortunate to have mentors and leaders who champion authentic inclusion, who I have seen go above and beyond for my inclusion even in difficult times, supporting my growth and success.
To my fellow women in advertising, I say this: don’t settle for a place that doesn’t truly see your value. Find the right people who believe in your worth and support your growth, because our presence isn’t just needed – it’s essential for the future of the industry.
By Mona Hassanie, Head Of Strategy – UAE, VML
