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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 business. 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. As an agency or company, when you sign up to go 50:50 you commit  create lasting change with us. We believe 'what gets measured, gets done'. By taking this stand, you show creatives, clients and the industry your agency is committed to creating the frameworks for diverse creatives to thrive and succeed in your creative department. Additionally, you'll contribute to our work across the entire industry, helping juniors get on the ladder, Mums back into businesses, organising 50:50 juries, student scholarships and more.


We have a simple three-step process. 

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We look at where you are now, which includes a comprehensive evaluation, which includes a survey with your staff. 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

1.

HIRE

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. We also coach on how to look for 'potential' and from the 'one rung below'. 


2.

CHAMPION

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 identify champions to help talent progress.


3.

PROMOTE

Diverse talent may get ‘stuck’ at mid-management. Working with your L&D managers, we supercharge your low performers and accelerate your high potentials. We are launching the Future Leaders School in June. 


4.

REMOVE WALLS

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. Mums are this industry's 'elephant in the room', so we need to work harder to help them stay - and bring them back. 


5.

INCLUDE

Our trainers coach in everything from affinity and unconscious bias training (recommended for everyone who makes hiring decisions) to workplace culture best practice.  For HR directors, we are your diversity right-hand. 

 

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 diverse?

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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. There are two phases to this: we train in unconscious bias as we believe everyone has to understand why they make - and their clients make - the decisions they do. We will give your front-line staff unconscious bias training, plus coach in our seven-point charter. 

 

Our charter

1.

Hiring WOMEN/DIVERSE CANDIDATES BASED ON POTENTIAL

With so few people from diverse backgrounds in senior positions, the hiring pool is limited. We will continue to hire the same types of people unless we look at CVs in a different way, particularly with gender. We ask companies to consider hiring from ‘one-rung down’, then training employees on the job.
 


2.

ONE IN THREE DIVERSE CVS ON LONG AND SHORT-LISTS

Many of our agencies still receive all-male, all-white applicant lists. This is no longer acceptable in today’s job market. While companies will hire who is right for their team, without a diverse long list or the ‘Rooney Rule’ in place, they will continue to hire the same type of people.


3.

DIVERSE JOB ADS AND IMAGERY

We’re asking recruiters to commit to creating gender-neutral job ads and imagery. We’ve all seen it before: the job spec asking for the ‘rock-star creative to lead the team to glory’; the ‘right-hand man' to partner with our executive creative director. We’re asking recruiters to write job ads that appeal to all. We recommend using Textio. 


4.

GENDER NEUTRAL TEAMS WITH DIVERSE TEAMS ON ANY CLIENT

Many women are put on the ‘female brands’ – they become pigeon-holed and as such, they gain a ‘pink portfolio’. This then has biases against it. We ask for anyone to work on any brief.


5.

MONITOR THE MATERNAL WALL BIAS

We know mothers and fathers find it very hard to come back to the job market after a career break. They face ‘maternal bias’, where employees assume they’re less committed to their jobs after their extended break. We ask recruiters to proactively help returning parents to negotiate flexible working hours, video interview candidates (as many face childcare commitments) and work proactively to bring this group of talent back into workplaces; to see their break as a ‘life experience bonus’ rather than a career set-back’.


6.

NEGOTIATING SALARIES TO CLOSE THE PAY GAP

There is a gender/ethnic minority pay gap of about 18-20%. We ask all our recruiters to negotiate fairly in a bid to close the pay gap. We know women don’t move up the pay scales in the same way as their male counterparts, and we believe recruiters can actively play a part in ensuring candidates pay progression is in line with industry standards


7.

MEASUREMENT

Lastly, if it doesn’t get measured, it won’t get done. We’re asking companies and recruiters to implement their own KPIs - based on lists, hires, timings and costs. 


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. 

Wit the incredible team from The Drum, we created ‘Creative Woman of the year award’, won by Group Chief Creative Officer, Emma De La Fosse.