As we celebrate International Women’s Day, we wanted to take a moment to chat to some of the incredible women we have working here within creative production (a sector of the industry traditionally dominated by men).
As part of the wider agency’s #SheTakesOver initiative, we’ve asked women in different roles and departments to tackle different questions about creative production and the wider advertising industry. How have they seen things change, what challenges might they have faced, what’s their advice for women currently working in production, and more.
So, in 2024, what did they have to say? Find out below…
How do you feel the role and representation of women in creative production has evolved over the past two decades?
I started my career in Account Management within an advertising agency almost 20 years ago and was excited when an opportunity to then move into production presented itself. However, when I discussed the opportunity with my boss at the time, she got very serious and said it would be “career suicide”. Her concern was genuine; I was a woman stepping into a male-dominated industry without a craft, how could I possibly hope to succeed?
At first, I was one of two senior women in the business, and for many years I was the only woman in the management team. But slowly, I’ve seen production is changing, with more and more incredible women joining and bringing a huge range of skills with them. We are better and healthier as a business and as an industry for it.
The important lesson I’ve learnt is that there isn’t a single craft in production, which means there is no one type of production person, instead there are many, many different skills. Looking back, moving into production was the best decision I ever made. I’ve had the chance to work with so many wonderful people across a huge range of disciplines. So, for any woman considering production as an option, I would say don’t dismiss it, consider the huge range of jobs that are available, think about what makes you most excited, and go for it.
Claire Bowers – Managing Director
What advice would you give to young women aspiring to pursue careers in creative production?
As a woman in a male-dominated industry, you often need to work a bit harder to make yourself more heard/valued. But I hope this will change faster as we work together towards the objective of gender equality.
One of my first jobs in the industry was for a big American broadcaster, where each person would just work on a specific segment of production without knowing what anyone else was doing. I learnt quickly that I should bridge the gap with my colleagues and that has definitely helped me in terms of collating knowledge of different aspects of production. Versatility is also key to production; we need to adapt to new situations several times a day. That adaptation is easier when we have an overview of how things work for the whole team.
Another piece of advice would be to find some colleagues who inspire you with their approach, knowledge, and attitude. Recognise those qualities that you’d like to see in yourself and start implementing small changes to get closer to your model. But remember to always keep your uniqueness, you don’t need to imitate anyone.
And finally, I’d recommend trying not to be intimidated when expressing your ideas. There are some situations in which men, intentional or not, might make you feel diminished, even if you’re in a senior role. That’s why it’s so important to make female colleagues feel supported. Whether it’s attitude or language, make sure those around you know where you stand and how you feel.
Ludovica Melica – Executive Producer of Adaptation
What steps can organisations take to ensure equitable opportunities and advancement for women in creative production roles?
Firstly, recognising the crucial role that women play in driving innovation and success. Agencies that want to create an inclusive environment should always start by challenging stereotypes and establishing a culture where women of all ages and backgrounds feel valued and can thrive.
This can be supported by growth in mentorship. Pairing women with individual mentors who offer guidance and advice in their career is essential. Establishing programmes where senior leaders support the career advancement of women can also help employees navigate trickier challenges and foster career growth. This, alongside training workshops and networking events specifically aimed at women, is the perfect way to boost confidence and nurture the next generation of female leaders.
I also think ensuring equal access to opportunities by implementing fair recruitment and promotion practices, providing equal access to projects, resources, and leadership roles, as well as addressing disparities in pay is vitally important. Offering flexible work arrangements and supporting work-life balance is also key.
So, if we can recognise the crucial contributions of women, as well as build empathetic environments that highlight achievements and skills, we can build businesses where women in creative production can thrive and contribute to their fullest potential. Having colleagues that genuinely listen to us, show interest and understanding, and are committed to openness and honesty will enrich all our relationships, and I think it’s fantastic that organisations are recognising the importance of change.
Xochitl Cruz – Senior Account Manager
How do you see the future of women in creative production evolving, and what changes would you like to see?
As a proud working-class woman, I envision an industry where talent and creativity can flourish irrespective of socio-economic background.
Don’t get me wrong, major strides have been made towards gender equality. In fact, I don’t perceive my position within the advertising industry as particularly ground-breaking. However, I do feel like an outlier because of the home I grew up in.
Since my parents didn’t go to university or work in professional positions, admittedly I’ve learnt from imitating those around me in the workplace. Throughout my career, I have looked up to countless incredible women in leadership, and cherry-picked some of their behaviours for my own repertoire. It’s something I’m still working on to this day, but by assimilating I can’t help but feel like I’m betraying my identity.
Assimilation is a gendered behaviour for which my brother and I serve as a strong case study. I’m 29, he’s 27. We both moved to London to start roles in advertising at around the same time. After four years, my Leicestershire accent is a shadow of its former self, whilst his is stronger than ever.
I’d like to see more initiatives specifically tailored to supporting working-class women to master the communication skills required to thrive in a professional environment, whilst simultaneously celebrating their individuality. After all, it’s our unique experiences that prove that we deserve a seat at the table.
Holly Benfield – Social Media Executive
Have you encountered any specific challenges or barriers as a woman working in creative production; and how have you overcome them?
Having spent many years in advertising agencies, my move to creative production did present some challenges. However, I have always looked at any challenge as a puzzle that needs solving, so I get excited about the process of finding the best solution.
Even though the industry was more male-dominated years ago, I think the lack of women in this field was simply due to the fact that the path to this sector of the industry was less known and was never actively promoted to women (this is thankfully changing). But I’ve always believed women are natural collaborators, so their desire to work with others and to inspire creativity in everything they do, will always help them overcome any specific hurdles they may face.
Creative production is all about the craft, and one only gets better at a craft with years of experience, so it might be a bit daunting for some women to start working in a team of very experienced and talented people. However, if you’re driven, always ready to learn, have a good work ethic and are open to new ideas, I believe it’s not difficult to succeed in this industry. Persistence and hard work do pay off.
Marina Belik – Business Director (Account Management)
In what ways can men be better allies to women in the creative production field, and how can they contribute to creating a more inclusive work environment?
How men can help women: one of my favourite topics (ask literally any of the men in my life). In my experience, there’s a difference between support and motivation, between being given help when I’ve asked for it and being encouraged and empowered to do something different, to take a step (or several) outside of my comfort zone. You need both for everyone to flourish.
I’ve always felt supported at the agency, and I honestly can’t overstate how important that is (this is where I shout out the guys who made coming back from maternity leave – twice – so easy. Maybe it wasn’t a big deal to them, but it was to me). But I’ll note that overall, it’s been women who have encouraged me the most to make changes, who have pushed and challenged me.
I think that, as with any form of allyship, one of the first steps is to slow down and look around, to notice. This isn’t always easy, especially in a fast-paced industry like ours. Most people are also naturally drawn to those who are most like them or with whom they can make an instant connection. But who is in your office? Who is on your floor? Who isn’t there and why? Is there someone you’ve forgotten about? These are questions to ask yourself.
Remember that this isn’t just about leadership but across all levels. And it applies to women of all backgrounds and ages, who will be bringing different experiences and different ways of moving through the world. Don’t make assumptions about what they want or are planning for their careers. Think about what is realistically within your power to do something about – because of course this won’t be the same for everyone.
If all that sounds like a moving target… it probably is, so pay attention.
Rosa Anderson – Copywriter
How do you balance work-life commitments, particularly as a woman in a demanding industry like creative production?
Is there ever a balance? In my opinion it’s more about prioritisation and flexibility.
There may never be the perfect work-life balance, but personally I find working in advertising and production makes me a happier, more fulfilled person and therefore a better mum.
The job can be stressful and time consuming, and involves shoots abroad at times, but the upside is the flexibility. No day is ever the same and if my kids are unwell, I can work from home or log on in the evening when they’re in bed – the hours aren’t set in stone, which helps. With agencies, like ours, now giving more parental leave flexibility, sharing the first year of parenthood between two makes a big difference.
There’s now also been a real shift in our line of work to make more time for your personal life. You no longer have to sacrifice important calendar events or those moments that really matter to you (that sports day, school play, or teachers-meet). It wasn’t like that when I first started out in production, but luckily there have been major changes to make it much more feasible to be a working mum.
Overall, it’s a real juggling act but working where I am now means I can have a fulfilling career, while still being there as much as possible for my boys and making both work and family work for me.