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.
Catherine Bannister, Chief Strategy Officer at Memac Ogilvy
Do you think the industry has become more inclusive?
In my view, inclusivity is a nuanced topic, often shaped by personal experiences within one’s immediate work environment.
Speaking from my own journey, I have been fortunate not to have felt excluded or encountered any overt
bias. I’ve had the privilege of collaborating with a diverse range of individuals hailing from different backgrounds, ages, ethnicities and cultures. With work experiences spanning the UK, Malaysia and UAE, I’ve found the industry to be inclusive and exhilarating.
On a slightly different note, it appears that the industry tends to attract a specific profile of individuals. The fast-paced nature of the industry, requiring quick thinking and assertive communication, often resonates with outgoing and confident personalities.
As someone who leans more towards introspection, it’s heartening to witness the industry embrace a more empathetic and human-centered approach to functioning and leadership.
This evolving mindset emphasises understanding and empathy in work culture and leadership. From my perspective, the industry’s most successful and innovative moments tend to emerge when a diverse range of people, encompassing gender, culture, background, and personality, collaborate in the creative process.
These are some of the guiding principles we have adopted at Memac Ogilvy. Taking an open and candid approach to hiring, investing heavily in employee wellbeing, and collaborating with our global network to introduce best practices—all of which results in fresh, confident, relevant creative work that speaks not only to the audiences of our clients but also our own people.
“The fast-paced nature of the industry, requiring quick thinking and assertive communication, often resonates with outgoing and confident personalities”
What has been your high and low point as a woman in advertising?
Looking back, the high points for me have frequently centered around people. Witnessing a young colleague excel in a presentation or creative briefing, especially if they were initially apprehensive, has been incredibly rewarding.
Thankfully, low points have been few and far between. However, in the dynamic realm of creative agencies, there are days when strategies don’t align, or ideas don’t fully materialise. Reflecting on these moments, there’s often a sense of wishing I had expressed a certain thought or exhibited greater determination.
What advice would you give to women starting out in the industry?
For women, or anyone embarking on a career, my advice would be to play to your strengths and stay true to yourself. Each individual brings a unique perspective to the table.
Embracing your authenticity can lead to original thoughts, ideas and suggestions that have the potential to spark innovation. Overcoming any hesitations to voice your opinions is a crucial step in this journey.
Global findings suggest 85 per cent of people don’t speak up with ideas in the workplace through fear of rejection. The percentage is highest in women and that was made worse when we moved to a remote environment during the pandemic.
This is something we, and particularly myself as CSO, take very seriously to overcome – creating an environment that is competitive and exciting but also safe and welcoming.
What advice would you like to give men in advertising?
Embrace the power of diversity and appreciate the strength that different viewpoints bring. A couple of years ago, Memac Ogilvy launched a pro bono project named Taa Marbouta, aimed at accelerating the career progression of young women.
As part of that, we developed a mandate that men in leadership could follow to help play their part in bringing more women into senior positions.
That included creating clearer roadmaps for how women in their companies can reach leadership positions; providing more actionable and tangible feedback to women, answering research published in ScienceDirect showing a disparity in development feedback between men and women; committing to skillsbased and future skills-based interview techniques to remove gender bias when interviewing candidates; and proactively connecting or encouraging woman employees to connect with senior women in their field.
What more can be done to support the growth of women in the industry?
I have found one-on-one mentoring to be an effective avenue for support. Delving into specific events or situations with the guidance of a mentor who offers a fresh perspective can provide valuable insights.
Looking back, I recognise that having such guidance could have led me to approach certain situations differently during my earlier days.
What excites me about the industry?
What continues to excite me is the potential of ideas to reshape culture and elevate brands. This potential is not limited to ‘creative’ individuals alone; it extends to all contributors. True inclusivity emerges when individuals from diverse backgrounds collaborate, resulting in a dynamic and thriving industry.
