MIDDLE EAST
08 INSIGHT
23 November 2008
ADVERTISING
Shatter-proof glass?
On our visit to the IAA election night (see “The other at regional PR agencies and media agencies, the fairi er
election”, November 16) this month, we noted a distinct sex seems to be seriously under-represented in senior
lack of women among both nominees and attendees. management of Middle East advertising agencies.
While there are several women in management roles Which begs the question:
“Should there be more women in
senior positions at the region’s
advertising agencies?”
Chantal Azzi Gabby Chamat
Tanya Dernaika
Razia Essack
Managing partner CEO
Strategic planning director
Head of copy
Muse Venture Communications
Memac Ogilvy
The Tribe
This is not only a regional issue, it’s The Emmy award winning TV series The advertising industry isn’t yet ripe “Should” implies that the subject is
a worldwide one. Mad Men celebrates the early, in this part of the world; however, open for debate. The question really
As an all-women agency, we at male-dominated heyday of American there are clear signs it is maturing. should be: ‘Why’ aren’t there? Of
Muse believe that women have natu- advertising and reminds us that the The trouble is that female talent is course, it’s a global problem. But
ral advantages that apply to their same masculine domination rules in short supply. I’ve been working here particularly in this region, even Stevie
personal and professional lives. today. The so-called glass ceiling for the last 11 years, and when I ar- Wonder could see the absence of
Studies show that men and women for women has remained unbroken, rived I was one of the very few women women in senior positions.
have similar leadership behaviours. except for a few exceptional women. in any position. But give us another A dose of age-old gender competi-
However, women are typically better Shelley Lazarus, chairman and CEO decade and you’re bound to see a lot tion could only be good. Ruffle things
at coaching, mentoring and manag- of Ogilvy & Mather, is one of them. more. It’s all a question of evolution. up a bit: how desperately we are in
ing. The soft skills that women so So where are the others? Some need of ruffling.
often excel in are becoming a core are CS directors, creative directors,
Culturally, women
I’ve worked with a female creative
competency for any leader. PR directors, and media directors; director before. And it was great,
a few of their counterparts on the
still value their role
because she was that lethal combi-
‘Too emotional’ has
client side have reached marketing
as mothers and as
nation of really good and desperate
director status and higher. Yet the to prove it. She was fearless and
become an asset,
question remains—are there enough
housewives. Many of
willing to try new things. Hopefully
not a criticism.
women up there?
us try to marry both
that’s what the right kind of female
Imagine having love
In this day and age, are women
work and home lives,
appointments—meaning not the
still perceived to be better off at chairman’s wife—will do for us.
and passion as well
home taking care of the kids, instead
but this becomes
In the right positions, women can
as fear and jealousy
of occupying top positions in ad increasingly spur deeply missed competitiveness
at the service of
agencies? Maybe so, but the industry
impossible to do at a
in our industry and make a refreshing
could vastly benefit from channelling change from admen whose big-
your brands! women’s natural talent for organising
senior level.
gest creative decision of the day is
their surroundings, putting every- whether it’s shaken or stirred.
At Muse, “too emotional” has thing in its proper place and accept- There might be several other So I’m all for the gutsy female
become an asset and is no longer ing responsibility for their actions. reasons for this shortage. Cultur- appointment. Because, you know,
seen as a criticism. Imagine having Advertisers could also make use ally, women still value their role as we’ll get it done. We’ll announce the
love, passion, intuition, protection, of feminine intuition, which is more mothers and as housewives. Many of death of the watermark; we’ll also
but also fear, jealousy and suspicion often spot-on than the traditional us try to marry both work and home skin alive the big curly-wurly drop
all at the service of your brands! male ‘gut feeling’. Women have a lives, but this becomes increasingly cap’s claim as a logo. Advertising
Not having more women in senior deeper understanding of consumer impossible to do at a senior level. templates that take up 75 per cent
positions can be attributed to two behaviour, since they do most of the When I had a family, I found I had of the page will go, and we’ll proudly
major things. The first results from shopping, anyway, and their insights to take a step back, and now I work dropkick that happy Getty Image
the obstacles a woman must face in tend to be more compelling and on a part time basis. It is only natural family the hell out of this region.
a business ruled until today by men. beneficial for the brand. your career will slow down, and so But most importantly we’ll spread
One of these obstacles is discrimina- Ogilvy once said, “The consumer is you have to compromise. the thinking to those on our watch.
tion within some of the agencies, not stupid, she’s your wife.” Effective- Women have some definite ad- The hunger. The desperation. The
although this varies by agency. ly raising women’s level of relevance vantages over men in this industry. balls. So when the client says, “I
The other reason comes from to the industry. So, consumer or wife, For example, we are more insightful think this idea is too clever”, they’ll
the ‘choice’ age; the fact that many blonde or brunette, married or sin- as we are extremely good readers of follow their fearless CD’s lead and
women today are choosing not to gle, women ARE your best asset. people; far better, I think, than men. reply, “Yeah? Only for you.”
climb to the top. Some successful Maybe even your next CEO, COO The future is rosy for women due
ones opt to stay home or accept or CFO? Yes, if the industry would be to the sheer number of us who are
part-time positions to spend more man enough to admit that women now joining the industry. A number
time with their family. really have what it takes to lead. of women are certainly going to find
senior positions at some point.
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