Historically, advertising has been the playground of ‘mad men’.
Men dominated the strategy rooms, creative boards, and client meetings, leaving women to break through ceilings that seemed to be made of reinforced glass.
Even now, when women have proven they can handle anything from rocket science to rugby, we still hear those charming remarks like, “What would she know about cars or football?” It’s like watching a rerun of an old sitcom – funny in the ‘60s, cringeworthy now.
The term ‘mad men’ is celebrated as a badge of honor, alluding to creativity and a touch of mad genius. But slap ‘mad’ in front of ‘woman’ and suddenly, it’s like we’ve entered a Shakespearean tragedy. It’s high time we flipped that narrative. Women don’t just belong in the room – they belong at the head of the table.
An industry shift towards a better reality
Putting more women in leadership roles is a solid start, but the real magic will happen when the industry’s mentality shifts.
Imagine a world where women’s ideas are credited, not co-opted, and where brainstorming sessions are inclusive – whether they’re in the boardroom or over a coffee.
It’s about creating a workspace where women aren’t just seen but heard, respected, and empowered. After all, equality isn’t just a word – it’s a practice.
Stop the stereotypes
In this region, it seems like we’re still writing the script for women’s independence.
The plot twist? Some clients still believe that showing a woman paying on screen, when she’s with a man, is downright scandalous. Apparently, the man must always be the knight in shining armour, even if she’s perfectly capable of swiping her own card.
But take a look around – you’ll see women paying for everything from cabs to Louis Vuitton, and doing it with flair.
It’s time for ads to catch up with reality.
These mediums have the power to showcase how far women have come, but only if we ditch the clichés. Let’s get women out of the kitchen, stop pretending they’ve just stepped out of a salon, and show them as they are –empowered, independent, and yes, paying for their own shopping.
There have been a few campaigns that have dared to break away from these outdated stereotypes, portraying women as the strong, self-sufficient individuals they are. But there’s still a long road ahead. The industry needs to ensure that women are not just part of the story but are at the heart of it, feeling seen, heard, and respected.
Keeping consumers in mind
Advertising, like a great movie, has the power to shift perceptions and rewrite the rules.
The biggest change to the industry has been the medium. We’ve gone from 60-second epics to six-second sprints, and let’s be honest – it’s a thrill. It’s like speed-dating with creativity; you have to make an impression fast, and every word counts.
What truly excites me is the dynamic evolution of the industry. It’s no longer a one-way conversation – consumers are right there, in the comments section, letting us know exactly what they think. I’ll admit, reading those comments gives me a rush. The power dynamics have shifted, and now, we can see in real time whether our work is hitting the mark or missing it. It’s anxiety-inducing, sure, but it’s also exhilarating. I’d take that over a static billboard any day.
To truly make waves, though, advertising needs more women at the helm. It’s not just about making the industry more agile or profitable – it’s about inspiring the next generation.
When young women see other women leading the charge, they realise this isn’t just a man’s world. There’s room for women to lead, advocate, and change the game.
This kind of representation isn’t just a nice-to-have; it’s essential. It paves the way for more women to enter the industry, thrive, and, eventually, leave their mark.
By championing female leadership, we’re not just advancing the industry – we’re creating a more inclusive, vibrant, and forward-thinking environment. And who knows, the next big idea might just come from a woman who saw herself reflected in the leaders she admires.
By Prerna Mehra, Creative Director and Head of Art, MullenLowe MENA
