At ad agencies, public support for women clashes with internal sexism
Despite some advances, industry fights yawning wage gap and bad behavior
The empowerment of women was a major theme of Advertising Week, a yearly gathering of roughly 100,000 ad industry people in New York. The female R&B group TLC kicked off the program with a concert called “Future Is Female,” and there were panel discussions with titles such as “Mom Bosses,” “#RewriteHerStory” and “Time’s Up, Pay Up: We Will
Not Wait 100 Years.”
The focus on women at the September conference ignited hope that the industry had learned something from the #MeToo movement. Then came closing night, with rapper Pitbull taking the stage to perform the hit “I Like It.” Female dancers in revealing bodysuits surrounded him as he sang, “I ain’t playing with you, but I want to play with you.”
For ad executive Heather DeLand, the Pitbull show was a sign that the industry had not really changed. “Who thought this would be a good idea?” she later told the New York Times. “Is this a tacky 2019 reboot of ‘Mad Men’?”
She was far from alone in feeling that the industry has not quite broken with its sexist past. Despite frequent criticism of gender imbalance in ad campaigns and the departures in recent years of several highprofile advertising executives, the business still rewards male executives who encourage or excuse inappropriate workplace behavior, and commercials promoting stereotypical images of women have not gone away.
A number of agencies have tried to address the concerns by signing on to diversity initiatives meant to improve gender and racial representation in ad campaigns and in the workplace, but their attempts have clashed with a workplace culture still fueled by testosterone and booze.
Creative teams are still led overwhelmingly by men, and women make up a third of chief marketing officers, although women and men join the industry in equal numbers, according to trade groups She Runs It and the Institute of Practitioners in Advertising.
The gender pay gap in marketing exceeds the average across other industries, according to Glassdoor.
Ad agency TracyLocke, which has done work for Pepsi and rum brand Captain Morgan, signaled that it wanted to set itself apart by promoting “Feminist Fridays” on its social media accounts and hiring female illustrators to create portraits of famous women for a series called “Making Herstory.” But according to Karen Dunbar, who spent nearly three years in the Connecticut office as a freelance creative director and copywriter, it remains an uncomfortable place for women.
In a discrimination lawsuit filed against TracyLocke in
June, Dunbar claimed that male colleagues referred to her as a “nagging wife,” suggested taping her mouth shut, threw papers in her face and rubbed her back in view of colleagues. She also accused Hugh Boyle, the company’s CEO, of encouraging “male managers and subordinates to incorporate” a vulgar term for female genitalia “into their workplace dialogue.” (The lawsuit has yet to be resolved.)
Teresa Brammer, the agency’s chief human resources officer, said Dunbar’s accusations were found by external investigators to be without merit, adding that “there is no higher priority than creating a safe, fair and equitable workplace for our associates.”
Women at other agencies, even those that have created high-profile campaigns promoting diversity and equal treatment of men and women, said they still experienced the sexist treatment depicted on “Mad Men.” They described an industry steeped in “bro culture,” saying they are given nicknames like “the face” and “the body” and routinely passed over when it comes time to select who goes to conferences. Like their female predecessors from decades ago, they find themselves stuck on accounts for jewelry and beauty products.
Kate Catalinac, a creative director at BBDO, an international agency with headquarters in New York with clients including Alka-Seltzer, Ikea and Macy’s, said a man working on the same account at another agency once told her he intended to rape her. She also recalled a client who offered her new luggage in exchange for sex. And she said she was asked “countless times” to arrange for coffee service during casting sessions by people who assumed that she was not in a leadership role.
“Honestly, I have not seen change,” said Catalinac, who has worked in advertising for 14 years.
Molly Dunn, a freelance brand strategist, said her 20year career had been marked by repeated episodes of harassment, discrimination and retaliation. “Part of the problem with advertising is that there’s cachet in being like, ‘We’re all so cool, everyone’s OK with jokes about ridiculous things,’” she said.
“It’s a lot of creative people, a lot of big egos, and there’s a huge allowance for bad behavior.”
As ad agencies try to shed their sexist legacies, they are under pressure from some major clients to have more diversity in their ad campaigns and on their staffs. At the same time, some women have said routine exposure to sexist workplace behavior caused them to leave the business.
More than 20 agencies have sought certification from the 3 percent Movement, an organization that rates advertising companies on factors such as turnover ratio by gender, parent support services and depiction of gender in ad campaigns.
Only seven agencies have passed, according to Kat Gordon, the organization’s founder. But one metric has improved in the past decade, she said: The number of women in top executive roles has “seen a dramatic uptick.”
Deidre Smalls-Landau is one of them. In August, she became the chief marketing officer in the U.S. for marketing and media agency UM, which has created ads for Hulu and BMW.
“I would not say it’s been easy — I’ve almost always been the only one,” she said of being a black woman in a heavily white and male industry. “And when you’re the only one, you develop a very tough skin.”
Recently, Smalls-Landau said, there has been a “concerted effort” to improve diversity in advertising. UM is now 65 percent female, with more than 40 percent of its senior roles filled by women.
“We need to create a culture of belonging, where you don’t feel like you’re tolerated, but celebrated,” she said.