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Why Equal?


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Why Equal?


We work across the creative industry to create real lasting change, working with agencies, the recruitment sector and industry organisations? The fact is women mean businesss. Gender equality helps drive profitability, better creative solutions and means we better represent the audiences we serve. 

Percentage of all purchasing decisions are made by women

the value of female capital over the next 5 years

teams are more stable and balanced

 
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Agency


Agency


Our badge is the kite-mark of the creative industry. It’s a signal to show female creatives, clients and the industry your agency is committed to creating the frameworks for creatives to thrive and succeed in your creative department. You'll help fund our work across the entire industry, helping juniors get on the ladder, Mums back into businesses, organising 50:50 juries, scholarships and more. As an agency or company, when you sign up to go 50:50 you commit  create lasting change with us.


We have a simple three-step process. 

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We look at where you are now, which includes a comprehensive evaluation. With the badge you receive training for your hiring team, a C-suite ‘Why’ and a best-practice overview. 

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Next, we work with your creative leads and HR team to tailor a plan, which may include talent pipeline plans, succession plans, areas of risk, policy reviews and more. You also receive 15% discount with The Dots as 61% of their platform are female.  

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With clear areas to work, we’ll work with your creative and talent teams to make sure we fulfil our goals and work towards meeting your targets. We can set up a mentoring scheme (and train all mentors) within your business. 

 

Developing diversity

With you, we look at five key areas.

1.

SHE'S HIRED

Diversity starts with the way you hire your talent in. We coach your hiring teams on how to challenge their biases and look for fresh talent.


2.

SHE'S MENTORED + CHAMPIONED

We set up an internal scheme, but also can bring in external coaches as required. Most importantly, we coach the mentors on how to be effective with the GROW model. With some creative leaders too busy to mentor, we provide an on-call service to creatives when and where they need it. Throughout the business, we also employ champions.


3.

SHE LEADS

Many women get ‘stuck’ at mid-management. Working with your L&D managers, we supercharge your low performers and accelerate your high potentials. 


4.

SHE RETURNS

Two-thirds of female creatives believe they can’t stay in adland with a young family. We look at retention rates, maternity coaching and parent programmes.


5.

EVERYONE IS INCLUDED

Our trainers coach in everything from unconscious bias training (recommended for everyone who makes hiring decisions) to workplace culture best practice. 

 

AGENCY CHARTER FOR CHANGE

1.

We understand the advertising/marketing industry will reach its full potential with the experiences and talents of all.


2

We are behind advancing gender equality in our agency, particularly in creative departments, addressing the loss of women across the career pipeline and the absence of women at a senior creative level.


3.

We commit to changing unequal gender representation across all creative disciplines (copy, art direction, design, film directors and creative technology)

 

For clients looking for agencies committed to diversity, our badge is now championed by the:

Ready to go 50:50?

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Recruitment


Recruitment


We believe the recruitment sector has a huge role to play in the diversity story. If your company would like to become ‘Creative Equals Certified’, please get in touch. We will give your staff unconscious bias training, plus coach in our six-point charter. 

 

Our charter

1.

1 in 3 FEMALE CVS ON A LONGLIST

Recruiters commit to putting more women in the consideration set from the rung below based on their POTENTIAL to do a job. And, the recruiter will look wider and deeper to find this talent.


2.

GENDER NEUTRAL HIRING STAGE

Recruiter commits to gender-neutral language and imagery. No ‘Rock star creatives’ or ‘right-hand man for a job’. 


3.

GENDER PAY NEGOTIATION

There is an 18% pay gap in the industry. We ask recruiters to help women negotiate to what their value is.


4.

GENDER NEUTRAL TEAMS

When a client says ‘we want a female team for the cosmetics brief or the male team for the football brief’, the recruiter brings the right team/person for the job.


5.

MONITOR THE MATERNAL WALL BIAS

Mums struggle to get back into the workplace. They will make sure career gaps are a seen an advantage, not a barrier. 


6.

CANDIDATE PRESENTATION

We believe in blind CVs. But, where possible, recruiters can proactively help women write and present their CVs and work on a level playing field.


Recruiters who are signed up and trained in our charter:

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Industry


Industry


We believe equal representation starts on juries, on speaker panels and on awards shows. If you’re an industry body and you’re looking to establish an equal line up, we have a list of ferociously talented women who are more than willing to talk or judge on a huge variety of topics from creative technology to producing award-winning ideas. We also partner with various organisations to host events, like our popular ‘Masterclass’ series with BIMA. 

We created the first ‘Shadow jury’ with BIMA to give six rising stars the opportunity to work alongside key jury members and understand the process. 

We created The Drum’s ‘Creative Woman of the year award’, won by Group Chief Creative Officer, Emma De La Fosse.