What women in advertising don’t want
Here is a list of things they do not want to hear said from their male counterparts
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What Women In Advertising Want In 2022
Aurora polled Pakistan’s strong and successful women in advertising on their thoughts about the evolution of marketing over the years and how has the experience and growth been for women with the focus on work environment, equality in the field and key difficulties that working women have to face in Pakistan.
1. A level playing field?
2. At a disadvantage when it comes to career prospects?
3. Gender pay gap favourable to men?
4. Tried to improve the working environment?
5. Key difficulties for women in advertising and marketing?
6. Inherent advantages when it comes to advertising and marketing?
7. Rely more on a support system?
8. Changes in the industry in the next two to five years?
Here's what they had to say
Adeeba Khan
Head Strategic Planning & Creative Director, Manhattan Communications
1. Compared to some of the advanced countries, where women still struggle to break the glass ceiling, Pakistan, despite all its cultural and religious biases, has been pretty liberal in this regard. Despite the fact that the multinational and larger local companies have better policies and offer a level playing field to a certain extent, women still only account for 10 to 20% of the overall workforce. Fortunately, the barriers preventing equality are being recognised and addressed and this trend toward parity is particularly apparent in the advertising and marketing industry. Much has to do with the mindset of the women themselves. Women who have the determination achieve success against all odds. Matters will improve if organisations adopt policies that make it easier for women to work, such as transport facilities, flexible timings, maternity leave, babycare facilities as well as family support.
2. Yes. Furthermore, for married women, the husband’s job takes priority, especially when the job requires travelling or moving to another city.
3. It may be true in some organisations, but, generally, women are evaluated and rewarded according to their abilities.
4. In our agency, women are empowered and work in key positions. We have an inclusive environment with a strict policy against any kind of harassment.
5. Like in any other job, women have to guard against harassment from male colleagues as well as domestic pressures (especially married women), as they may be expected to do most of the household chores after a full day at work.
6. Women are considered better communicators and this skill can be an advantage in a marketing position. Marketing and advertising are about communication – not only with your own team but with the target audience. You have to empathise and anticipate and address their needs. Women with creative and communication skills do well in these professions, especially because when it comes to household and FMCG purchases, women are the decision makers. Women can easily put themselves in their audiences’ shoes, understand their needs and reach out to them.
7. Unfortunately, yes.
8. More women are joining advertising and digital agencies in the creative and social media departments, and I would like to see this trend continue. There are still too few women in the marketing departments of clients and it would be good to see more women there too. More women need to go for marketing degrees and opt to work in this field.
Benish Irshad
COO, Starcom & CEO, Publicis MediaY&R
1. It’s not easy being a woman in a country generally perceived as conservative and driven by ingrained cultural values – and not all of them are good. My career progression is the outcome of support when I needed it, which is why I speak at forums about creating professional support networks. Having my family behind me was crucial to my development. As excited as I am to be a role model for young women in the industry, I am as excited by the prospect of being replaced by them, so that the next generation of women leaders can flourish.
2. Looking at the top 15 media agencies in Pakistan, I estimate that roughly 80% are male-dominated. In contrast, if we were to survey the top 15 primary and secondary education institutes in Pakistan, we would see that 80% of the student body is female. The nuances come from the kind of work, working hours, economics of the job, and barriers to being qualified for the job and mindsets. As a society we expect women to marry by a certain age. Then there is the log kya kahengey (what will people say) syndrome tagged to the majority of working women. We need to facilitate women by providing them safe environments and the flexibility to advance in their careers.
3. There isn’t a pay gap in any of the agencies under the Z2C umbrella. We compensate based on merit and performance and by adjusting the compensation according to how much value is created for the organisation. Women in other organisations who feel that they are not being fairly compensated need to lean in and speak up. Women are high performers and businesses benefit monetarily from fair compensation.
4. I have been working actively to develop a culture where we respect each other, value diversity and are inclusive in our policies across the group. We have an open, honest culture and people are encouraged to speak their minds, bring forth new ideas, have fun and are enabled to perform at their peak. For women specifically, we offer flexibility and support and we have on-site daycare centres for young mothers.
5. It has been two years since the pandemic impacted supply chains, buying habits and the future of work. Z2C understands that in order to retain and attract top talent, an agile culture that is remote-first and inclusive matters. This is why we can claim that a third of our senior leadership is female. Women enter mom/wife/caregiver mode the moment they get home. Work never ends. We encourage our staff, especially women, to set clear cut-off times for work and understand why some of our staff cannot entertain calls at specific times of the day or entire days sometimes. Women have to contend with periods, pregnancies, PPD and miscarriages – and the emotional trauma that comes with them requires paid leaves and most agencies do not offer this; they lack a culture that recognises these as painful or traumatic experiences. Paid leaves should also be provided to men in the event of a mishap as they too carry an emotional burden due to loss.
6. Women are better multitaskers, creative problem solvers and compartmentalise pressure more productively. However, men or women can make it anywhere if they are passionate about their work, set clear goals and boundaries for success and give their best.
7. In most cases, and there is no shame in building personal and professional networks and support systems. They go a long way.
8. Equal opportunity and fair compensation. Women leaders speaking out/offering advice on support forums, sharing their success stories and leading mentorship programmes to encourage young people.
Daniah Ishtiaq
Planning Director, BBDO Pakistan
1. Advertising is one field that has (at least in the decade I have spent in the industry) consistently provided opportunities for women. This is reflected by the number of women CDs and ECDs we have. However, we still don't see many women making it to the C-suite level (except a few recently) and this begs the question 'why?' – why are agency heads predominantly men? Is it a general male vs. female construct or is it the fact that 'creatives' are not seen as capable of running an agency?
2. In advertising, not anymore. More and more agencies are valuing their female workforce and are more flexible when it comes to what were considered 'barriers' in their career growth (read: bringing up children). Many agencies, including Ogilvy and BBDO, are enabling women to bring their kids to work and this supposed barrier is shifting, if not yet completely removed. The Covid-19 WFH impact has brought about a major shift in mindsets in terms of being productive while dealing with issues at home. Having said this, does a ceiling still exist in terms of growth? Yes. As I said, only recently can women see themselves as heading agencies and production houses. We still have a long way to go.
3. Unlike other industries, there are no fixed salary brackets and thus no visibility as to how much one pockets as a salary. To my knowledge, a gender-based pay gap does not exist. Advertising is one industry where I believe women are at parity with men. Your salary depends on your performance and negotiation skills.
4. Advocacy and having another woman’s back when required. They are the two basic things anyone, man or woman, can do to improve life at work for any employee, let alone a female one.
5. I come from a place of privilege and have never faced difficulties as a strategist. However, I have seen other women face difficulties arising from traditional gender constructs, be they 'permission issues' from family or just feeling blocked out by the boys’ club. A lot of these issues are not caused by the industry; they are cultural issues.
6. Empathy is our strong suit, be it storytelling or insights. As women, and Pakistani women at that, we go through certain unique experiences culturally that give us a lot of insight that men do not have a front-row seat to. This helps women understand where our consumers are coming from.
7. They are. This stems from the traditional roles associated with women. To balance work and home life, women need a support system so that they can wear multiple hats: as wives, mothers and employees. Some women, like myself, come from a place of privilege with supportive husbands, in-laws, parents and the ability to afford a nanny. However, not all women have this and they would be in a far more comfortable position if workplaces provided a supportive environment.
8. Welcome the young: the future of advertising is 'young'. As a not-so-old person in this industry, I see many of us making the mistake of looking at the new generation as too young to handle the work. This thinking needs to change. If 26-year-olds can run companies, they can surely handle a campaign or two or 10 and be worthy of the title of ACD or CD or ECD. Age is just a construct and as an industry we are consistently practising ageism when it comes to the talent we have – which is ironic. Innovate: We use the term 'disrupt' much too often – but what have we really done to bring about disruption within the industry? How can we truly bring about disruption and innovation in Pakistani advertising?
Farah Naz Haider Shaikh
An advertising and marketing professional at a private organisation
1. Having worked in both areas, I can say the field is as level as it can be for any woman in Pakistan who wants to build a career and fulfil her personal aspirations. The absence of on-site daycare facilities within organisations remains the biggest reason why the field is somewhat lopsided for women.
2. I don’t think so. Professional capability and a strong work ethic are gender-neutral qualities that lead to career growth.
3. No, there isn’t. Gender plays no role here; good negotiation skills do.
4. By providing a safe space where opinions are aired without fear of reprisal.
5. Lack of affordable and safe public transport and on-site daycare facilities are two key difficulties. The former is a particular bane for women who work far from home.
6. Only when it comes to handling personal care/beauty brands. That is the only space where my inherent understanding of needs and barriers helped navigate the process with more ease than in other categories.
7. Absolutely. The barriers mentioned above mean that a support system at home is essential to get through a workday with ease.
8. More companies should follow the example of organisations such as K-Electric and Nestlé which have launched ‘Returnship Programmes’ aimed at facilitating women who want to resume their professional journey after a gap. Organisations need to explore on-site daycare facilities to enable career-minded women to pursue their dreams.
Fareshteh Aslam
CEO, Talking Point PK
1. If there is any field where women can operate on a level playing field, it is marketing. If the playing field under discussion is urban Pakistan, then women can and do operate with an added advantage. Most FMCG goods are targeted at women, so women marketers have an edge in understanding the end consumer and knowing their desires and aspirations almost first-hand.
2. In my experience and in the marketing departments where I have had first-hand knowledge – first at Unilever Pakistan for 10 years and then running Talking Point PK – women have thrived and flourished in most instances. The percentage of women working in those departments is significantly higher; women take to planning, preparing PowerPoint plans and executing them far more easily than their male counterparts. However, the natural setback is often marriage and even more, pregnancy. The latter more specifically is a slowing down period but smart employers will give their female executives that downtime and employers will be rewarded by greater commitment once they are back on the job.
3. There most definitely is and it starts from the interview process. A woman will often accept the first offer. A man will project what he should be earning and what he thinks he is worth and multiply it by two. Never accept the first offer and always negotiate.
4. Two out of three departments at Talking Point are headed by women. There has always been a policy of zero tolerance towards discrimination and no woman (or man) ever feels marginalised by the need to take maternity/paternity leave or manage her/his child’s school, medical appointments etc.
5. The freedom to move about in the city, especially late at night, when events and assignments are in far-out areas. The freedom to travel out of the city without making adjustments and putting protocols in place for the smooth running of the house as well as managing the elderly and the very young – all of which, it is assumed a woman is in charge of. Young female executives can often be harassed by clients. Apart from dropping the client immediately, the toll it takes on the young woman is something agencies must address.
6. Women are intuitively better marketers. The ability to speak to clients and external third parties is an innate skill. The ability to adjust and change direction midway is another skill women bring far more easily to the table. The ability to take feedback, manage a crisis, make independent decisions are all inherent advantages simply because from a young age women have been roped in to help with the house and look after several generations. They are used to solving problems, and because they have a limited timeframe in which to complete their tasks, they do their work efficiently and methodically.
7. For certain, yes.
8. Agencies need to stand up and have an honest conversation about the need to retain committed agency workers who understand a client. The percentages that clients pay are so low that despite putting in an inordinate amount of cash flow into HR, it is never enough and good resources are poached by clients (who can pay more) and other agencies (who have several bows in their arsenal). It’s a conundrum that seems to have no ready answers.
Farhat Kapadia Mehboob
Founder and Editor-in-Chief, WOW360.pk
1. Initially, there is a level playing field because men and women go to the same business schools and colleges. When we apply for jobs, we are given an equal opportunity. The disadvantage comes if the job requires travelling or working late. Many women have permission issues arising from safety and security issues and cultural traditions. (Even if they can drive, they cannot come home at one o'clock in the night alone.) Organisations should provide transport. Another aspect is job retention. Many women cannot retain their jobs if they marry or start families. I missed certain job opportunities because I could not travel that much, although that was also a long time ago. Today, things have changed. Society has become more receptive. We fought a little bit for that change and made people accept it. We stood our ground and people let us grow.
2. If you document media, marketing and advertising, there are fewer women at the CEO level compared to creative and business directors. However, there are many women who have proved they are valuable resources for their companies and have been promoted to leading positions. Companies who realise their worth also may offer more facilities to support them further for e.g by offering transport facilities, which may not be offered to male counterparts.
3. Pakistan is better off in terms of the gender pay gap in many areas. A lot of women I have spoken to in this industry have said that they don't feel there is a gender pay gap.
4. Flexibility is of primary importance. Post-Covid-19 we have seen that we can easily WFH. Three-month maternity paid leave should be given as well as transport facilities. I have women living overseas working for me; women who married and moved abroad. It is difficult to find a job immediately over there. I give them goals and targets to manage and meet. Flexibility is very important.
5. Women still have to prove themselves and when they do, there is no differentiation. However, to be taken seriously in a decision making role, they have to make that initial impact. Women have to balance different roles and that is a difficulty they face. Sometimes, we come across clients who are very conservative and don't want to deal with a woman. There is harassment, which a lot of companies take very seriously. Another thing, and this is not limited to women, is that there is a lot of bullying – and sometimes it’s women bullying women.
6. Women have better EQs, although, at the end of the day, it depends on their people skills. A lot of the selling is done by women; for example, you see women acting as brand ambassadors for cars. It's that front image of a woman that helps sell products unfortunately – but they do have more selling power.
7. Yes. They need a strong support system from their family, and if they are married, from their partner. Without this, it is difficult to battle every day.
8. To be more adaptable to people. Inclusivity and diversity are key. I would like to tell young women not to miss out on any opportunity and not let fear or the ‘what will other people think’ syndrome stop them. Be confident. You have to work hard at it – connect with the right people and network.
Kiran Murad
Creative consultant
1. Yes. It doesn't matter if you are a man or a woman. The only thing that matters is that you are creative, a team player and can develop a good relationship with clients.
2. I don't think so. If you are good at your job, you will succeed. Only your work can hold you back.
3. Not in my experience. I think the compensation is the same.
4. It depends from case to case. We used to make allowances for women with children. For example, longer lunch breaks for those who needed to go home to nurse or pick up their children from school. Half days for PTA for men and women. I have even given women time to go get blow dries (that's a secret, ssh!).
5. Erratic timelines, because most families are not supportive. When a man comes home late, he receives a hero's welcome and a hot meal. When a woman comes home late, she is subjected to judgment and a list of chores to complete before going to sleep. It is especially tough for women who have small children. Even with a support system in place, mom guilt is tough to deal with.
6. Women are naturally empathetic and can relate to consumers more easily. As many products are targeted to housewives and moms, it is easier to understand their lives and gain insights.
7. Yes. Women have a lot more responsibilities at home. They need a family who will support their careers, help them deal with deadlines, manage childcare and housework.
8. The most important thing that needs to change is the culture of late sittings. Having worked at Lowe for most of my career, I know it can be done – start on time and end on time. Once agencies start enforcing this, clients will have to fall in line. Unless it's an emergency, which happens once every few months, we should go home on time to create a healthy work-life balance. This will help everyone. Agencies should have daycares. We are losing too many creatives due to a lack of adequate childcare. Maternity leave with the option of WFH for an additional two to three months.
Mahrukh Shaikh
Co-Founder, Wundernerf
1. Advertising is by far the only level playing field where women have thrived in the past and will continue doing so. It provides a fertile showground for women to prove themselves and further develop and enhance their professional skills without facing gender bias challenges.
2. Career growth has always come easily to women (surprisingly) within this industry.
3. This is a pretty fair industry when it comes to remuneration. I have never felt nor seen women being underpaid compared to their male counterparts. If one is underpaid for their aptitude that is a different story and can be a challenge faced even by men.
4. The only thing I have been vocal about is the fact that there should be separate physical facilities for female employees. Office spaces in most advertising agencies are not designed or compartmentalised keeping female employees and their physical requirements and comfort in mind. While areas are specified for collective prayers (mainly men only), separate rooms and lavatory facilities are not designated and designed for female staff.
5. As mentioned, the physical comfort of women is not taken into consideration. Matters have evolved for the better in terms of maternity leave being officially part of company policy, as well as WFH flexibility. However, we still need to have at least two days off for our periods (despite it being a natural phenomenon, it is still uncomfortable and painful) and this is disregarded in many organisations across the board – not just advertising.
6. Yes and no. Talent can be found in anyone. It doesn’t matter if the individual is a man or a woman. Talent has no gender. Having said this, it is sometimes felt that women excel in advertising due to the nature of the discipline... connecting with emotions, which is considered a natural aptitude of women; whereas men perform better in marketing. However, this notion does not take anything away from the men and women who have succeeded in advertising. As I said, talent has no gender.
7. No. Everyone needs support. It has nothing to do with being a man or a woman. I have seen male colleagues seeking advice and support from their women supervisors and women working hard and excelling at solo projects. Seeking support is a human need, not a gender-specific one.
8. I would love to see a more hands-on, insightful and culturally relevant approach. Somewhere along the way we have lost touch with our true selves as people and are finding external norms to associate with. We need to find our way back to who we really are as a society, regarding our language, visual aesthetics and communal sentimentality. In the next two to five years, I would like to see a genuinely authentic Pakistani spirit driving marketing and advertising.
Musharaf Hai
Former CEO, Unilever and L'Oréal Pakistan
1. Any work environment that does not demonstrate fairness in its values, or is not living its code, or is not based on merit, is a tough "hill to climb". Do we give up or make a difference? How?
In my experience, we need to be the influence that creates the level playing field through competence combined with resilience to keep the journey going. We need to boldly shatter some myths – not wait on the sidelines. The thrill is in the journey more than the goal. If we keep lifting the bar, then we rarely see the finish line! Taking bets, being authentic and influencing conversations matter. This is about the mindset.
The lines between advertising and digital are now quite blurred. In the digital sphere, the hot topics are centred on AI vs. HI (Human Intelligence), breakthrough ideas vs. more of the same; data science vs. preconceptions, technology-led tools vs. traditional interactive marketing. We need to choose the ecosystem that takes us into the future. At times we need to move the debate from gender as it can trap women into a ‘helpless’ situation. We need to be the architects of change and create the journey. We need to be vocal about issues that impact us, be it salary or the work environment. We should shed feeling "shy" or being passive. In short, women must embrace the values that enhance their self-esteem, have a purpose and be tenacious in their self-belief. This will shape our professional growth. Of course, luck helps and if the operating environment is not conducive to bringing out the best, then we should change course.
Today women are shining in the digital sphere, are in charge of creative generation and heading agencies and accounts. But there is more space to occupy. Future leaders will need to gain expertise in the knowledge and application of digital handles and data science for sharp targeting and envisioning ideas for transformation.
Women should play to their strengths. For instance, intuition is an inherent strength. The ability to focus, build teams and display compassion are qualities that differentiate. There are many instances where women have managed their egos to collaborate better. Having worked with some highly energetic, creative talent, I am positive that we can accelerate the change. The time is now for advertising agencies to lead the digital explosion and develop talent for the world.
Nida Haider
Managing Partner, IAL Saatchi & Saatchi
1. The playing field will never be level for women who have families because we will always have two full-time jobs. There is a deep-rooted cultural expectation that women will be the primary caregivers, no matter their career paths. The problem is not just an advertising and marketing issue. The problem is a mindset that needs to evolve to allow more flexibility and more support for women with careers.
2. I think the question here is whether family responsibilities end up eventually pushing us out of the leadership pipeline. In the same way, we can ask men if career responsibilities push them out of developing deep and meaningful relationships with their families. We can speculate disadvantages and assume these things for both genders. I think life should be lived where work and home are in enough balance, where you feel fulfilled and happy. Leadership is as important as family dinners and as a society, we should work on building balance for both career men and women.
3. I am not sure what anyone earns outside IAL, but there is no gender pay gap at IAL.
4. We offer flexible working hours to our mothers and WFH options for new moms, post-maternity leave, and pick and drop service for all our female employees. All our leadership positions, barring the finance department, are filled by women. We build an environment where women can thrive and feel comfortable.
5. Same answer as number one.
6. The consumer so far has mostly been a woman, so we have an understanding of dreams, desires, needs and fears that help us connect better with our TG. Other than this, the advantage comes from support systems, education, emotional quotient – and this varies from individual to individual regardless of gender.
7. For sure. We are expected to be the primary caregivers no matter where we are in our careers.
8. More female marketing heads. Advertising already has a fair share of female leaders, but marketing departments need a more even representation.
Ruby Haider
CEO, IAL Saatchi & Saatchi
1. No profession, in Pakistan or globally, provides a level playing field for women. Advertising is a service industry with demanding hours and consistently changing demands from clients. Women have the stamina to deal with this, in spite of their diverse roles as daughters, wives and mothers. However, they take a toll. The solution is to change mindsets and provide women with as enabling an environment as possible, keeping in mind their obligations. Don’t see that happening. Too soon!
2. They may not be at a disadvantage but their career growth is certainly viewed with some trepidation. “Will she be able to deal?” The question hovers in the air.
3. The gender pay gap is not the problem; it is the lack of gender empathy – specifically in cultures where masculinity is underlined with chauvinistic biases. Often, such attitudes are lauded.
4. In retrospect, I feel that I could have done more. I did encourage conversation and interaction. At that point in my life, having recently lost my husband, who was an icon of the industry, I was tentatively standing in shoes that were over three decades’ worth bigger than my size. It was quite overwhelming, but to be fair I found the men in the agency most supportive. My work approach was inclusive and broke barriers which led to positive outcomes.
5. The often unfairly long hours. Lack of private transport leading to much strategising as to how to get home late at night. We have a pick up and drop service but this is an issue generally.
6. Women are warriors and they take challenges in their stride. They can multitask in a way no man can; they can inherently strategise a brief, do the creative and present it to the client with conviction. Multitasking is a gift. As I write this, my cook has rushed in to inform me that the kitchen range has died on him for lack of gas. With people expected for dinner, I have to take corrective measures. And I will. I am a woman and I can multitask.
7. I am not sure what to make of this question. If it means the support of employers, then certainly. Men and women both need that to give their best.
8. Two to five years is too long to wait for a positive effort towards improving work conditions for women. Begin today with just a little sensitivity and empathy for a woman and what she has to contend with on a personal and professional level. This should have happened yesterday. But it’s never too late.
Sabene Saigol
CEO, RED Publicis
1. I don’t think there is a level playing field in most marketing-related industries, leave alone advertising. This is a global phenomenon and with Pakistan’s cultural conservatism, it is magnified here. There are strong, preconceived notions about the role of women in conservative societies and this comes into play in the workplace. Solutions? The most important is to first acknowledge that inequality exists. The solutions will come after this happens.
2. Of course, there are barriers to career growth. However, these barriers are prevalent and affect women in most male-controlled agencies – agencies with women at the helm do not have this issue. At RED, 50% of our top management positions are occupied by women, including my ECDs and CFO.
3. I cannot speak for other agencies, but at RED, some of the highest packages are drawn in by women in top management positions.
4. My agency is very different to others in this regard because it is run by a woman. I have no biases against women. I hire and promote based on merit, not gender (which is ridiculous and makes no management sense). Women feel comfortable, safe and respected at our agency, and that is very important for me to maintain. Some of the best talent in Pakistan sits at home because they don’t want to work in male-dominated, sleazy environments.
5. Women have a tough job balancing their home-work life. Many women in the industry are mothers as well as superstars at work, and I know how challenging this can be, especially for women who want to give their best in both places. This is often a guilt-ridden and heartbreaking journey for mothers.
6. You are asking a woman if women have inherent advantages! Hell yes! Not only are we way smarter than our male counterparts, but we also have a higher EQ, which enables us to connect with our audiences through their softer side. Then there is the fact that men are the worst multitaskers ever and we just happen to be born multitaskers. So YES!
7. Women are more reliant on a support system, especially working mothers.
8. I would like to see the industry make it easier for working moms to balance their life. Perhaps the answer is more flexibility so that we can induct better quality resources into an industry starving for talent.
Seema Jaffer
CEO, Bond Advertising
1. Despite an increase in the number of women employed in advertising, there is a gender gap that gets bigger at senior and leadership positions. There are only a handful of women CEOs; only two or three women directors and a low percentage of senior female leaders. We need to remove the barriers to growth in the industry – firstly, the lack of flexibility at the workplace and secondly, the lack of platforms for women to network and support each other. Connected to this are mentorship opportunities that allow women to have role models to help them set career goals and overcome obstacles. There needs to be a conduit to enable women to re-enter the workplace after a gap in their careers. Ultimately, we need to develop an ecosystem that supports women at every level – from entry to leadership roles.
2. There is systemic discrimination against women in the workplace driven by social and cultural norms. There are subconscious biases that create hurdles to their career advancement. “Women are more emotional.” “Men make better leaders.” This is further amplified when a woman comes from a minority or vulnerable group, making it twice as hard to climb up the corporate ladder. Covid-19 has impacted women more than men. Women are the first to be axed in an economic downturn.
3. Until a few years ago, some senior women in the industry complained about the gender pay gap. It still exists. Women are often told that they are not the main breadwinners, diminishing their status and worth despite working in the same role as their male counterparts.
4. Zero tolerance for any form of gender discrimination, spoken or subconscious. Equal pay. Flexible hours with a focus on productivity and results rather than desk hours. WFH opportunities. Re-entry opportunities.
5. Subconscious biases: If they are ambitious, they are seen as b*****. Men are assertive. Women are bossy. The list goes on. Sexual harassment: In the form of unbecoming behaviour, psychological abuse and toxic environments where sexist jokes and behaviour are admissible. Gender stereotyping: Women having to constantly prove themselves. Working twice as hard as men to get to leadership positions.
6. Women are known to be more emotionally intelligent than men, which places them at an advantage when understanding consumer behaviour. Moreover, selling to women is best understood by a woman on the team. Women are more collaborative as opposed to men, which again gives them an advantage. It is important to have a woman's voice in advertising as it leads to a positive portrayal of women in the media. It is a proven fact that gender-balanced teams translate into better business results.
7. Both men and women need support systems. The difference is that a man has a pre-existing support system defined by society. A woman needs to build hers every step of the way.
8. Networking platforms for women to engage with and support each other. A robust mentorship programme, like Cannes Lions’ ‘See It Be It’. Training workshops and dialogue on key issues like sexual harassment and gender discrimination. A structured code of conduct on diversity and inclusion, and measurement and accountability to ensure implementation. A survey on the state of women in advertising. Data is a powerful tool. This will shed light on the barriers that exist so that we can work towards providing solutions to build an inclusive industry. Building an ecosystem that supports women. The first place to start is to address how women are portrayed in media.
Sheeza Ahmed
Senior Vice President and Head – Marketing & Corporate Communication, Habib Metropolitan Bank Ltd
1. If fields were level for everyone, we would not still be thinking along gender-specific lines. The reality is that a woman has to constantly balance her ambition with other gender-specific expectations, such as her role as a homemaker, mother, etc. This balancing act is much tougher for a woman with ambition, compared to men who pitch in their share of household responsibilities and parenting somewhat equally. If a woman cannot have an equally enabling environment coming into the job, then the field is not really level to begin with, right?
2. Women are only at a disadvantage if their organisation does not have appropriate structures to harness their talent. If an organisation considers its female staff as ‘good to have’, then such an environment will not be conducive to a woman’s optimal career growth. Every individual has qualities that may become key drivers for their success and some qualities that are hindrances as well. This holds true for both genders and varies from case to case.
3. I don’t believe that there is such discrimination in the roles occupied by men and women, although there are roles where men are preferred by the people recruiting for such positions. There are instances of glass ceilings, where women do not progress beyond a certain level. However, the increased focus by the government and other regulatory institutions is driving more gender parity across industries.
4. Habib Metro puts significant focus on gender diversity, due to which there is a steady move towards greater gender balance. We have implemented various initiatives for a more conducive work environment that provides women with opportunities for growth and development.
5. On the agency and production/direction side, the main difficulty that women face is the long/erratic hours and intensive travel, due to which we see a dominance of men in senior agency positions and rarely see women among the top-tier directors and producers. On the client-side, there are more generic concerns, such as work-life balance for working mothers and the fact that the men occupying senior positions are generally better able to focus on their jobs due to fewer obligations and less demanding domestic priorities.
6. I wouldn’t call it an advantage per se, but women are more intuitive and can read emotions better. They have a good eye for detail that comes in handy when drawing out insights, which are key components of advertising and marketing communications.
7. Solid and enabling support systems play a huge role in women’s career growth. They need support at home in the form of encouragement and help with household/childcare management. They require support at the workplace in the form of enabling infrastructure/policies such as flexible timings/work arrangements, daycare.
8. More women in senior positions and leading organisations.
Sidra Iqbal
Journalist and TV personality
1. It depends on your perception of a level playing field. All conclusions will be highly subjective because if you look for evidence to support whether things are fair or not, you will find ample amounts on both sides. Women venturing and excelling in the corporate world is a recent phenomenon (a few decades old max). These roles were designed for men, although the ecosystem, technology and social behaviours are fast evolving. We are at a very interesting junction in terms of redesign and acceptance. The roles and systems are being stretched and, in some places, collapsing to make room for women. This puts women at a great advantage.
2. I have noticed a very interesting pattern. Generally, fresh graduates (men and women) in their mid-20s eagerly seize the professional opportunities that come their way. Their learning and growth are exponential, subject, of course, to their own abilities. The differences come in because of the conflict in societal expectations and attitudes. Although women are acknowledged and rewarded for their talent within the workspace and validated with career growth prospects (salary raises and promotions), when it comes to their personal space, all this may be dismissed by the people they are close to. They are further burdened and evaluated on the criteria of their ability to find the right spouse at the right age and manage a successful marriage. Women are schooled to compromise and their ambitions often mark them as being wayward. This creates such intense friction for women professionals, which more often than not pushes them into toxic situations and unhappiness.
3. HR systems have become more transparent and structured. For entry- and mid-level roles, men and women are compensated and supported as per company policies – which in most cases uphold a gender-neutral value system. However, leadership roles, along with the recent discussions regarding diversity and inclusion, have faced internal resistance within organisations. As more women break the glass ceiling and step into traditional, male-dominated C-level boardrooms, many of their male colleagues believe that their promotion is engineered to facilitate them. Sometimes women settle for lesser remuneration because they are unaware of the packages and perks they are entitled to.
4. I have always worked to create inclusive teams where both men and women are inspired. It is important for me to mentor colleagues reporting to me. I like to lead with compassion, but also challenge my team so that they grow and learn. The hardest part is often conflict resolution between colleagues as it brings out pre-conceived notions about gender. Both men and women have to learn, unlearn and re-learn. It takes practice and patience.
5. The way advertising and marketing works can be, to an industry outsider (conservative/ traditional-minded person), a bitter pill to swallow. At the risk of sounding regressive, women in advertising and marketing are judged by their work-related travel, late sittings and the fact that they work in close proximity with a wide range of people from social and ethnic backgrounds and non-binary gender identities. This labels them as being 'bold' and positions them as challengers to traditional sensibilities. This perception leads many families to discourage women from pursuing careers in marketing and advertising in the belief that it will ruin their future (marriage) prospects.
6. Women are sensitive, intuitive and observant. They pay attention to details and insights. However, like men, they bring to the table the richness and depth of their personal experiences, both good and bad – although a woman’s side of the story is different and unique and this is a huge advantage. I see women as catalysts in bringing a paradigm shift in the stereotypical portrayal of women. Without women, stories will continue to preach outdated ideas and cement the collective bias projected in mainstream media.
7. Everybody needs a support system. More than a support system, women need an enabling and empowering environment. They are capable of unfathomable strength and courage, but they shouldn't be unnecessarily tested and their energy depleted by unfair battles. Women must also stand firm, cultivate the support system they require and not simply hope it will be provided to them. A lot of women try to do it all, without asking for help and toil away as victims. Balance, ladies.
8. I am happy with the trends. Dr Zeelaf Munir has been elected as the first woman chairperson of the Pakistan Advertisers Society (PAS). Many women are in leadership positions at established ad agencies and multinational companies. Bright, ambitious and talented young women are graduating as class toppers from leading business schools. These are great markers of a bright future because the future is female.
Sidra Salman
Creative Director, Synergy Group
1. Here is a little fact that everyone in the industry knows, but no one talks about. The marketing and advertising industry bigwigs have developed and supported a toxic late sitting culture for years. If you can hang out in the office until late, are available on WhatsApp 24/7 and do not have a life other than your professional commitments, then there is a clear growth track for you. This culture puts all women at a disadvantage, especially young women with permission issues and working mothers who have limited or no support at home. It leads to a prevalent industry practice of 'hire boys over girls', because boys have no issues working late nights. Simply put, if you are in the boy’s club that operates after 6:00 p.m., you have a chance to earn the badge of 'boss ka cheetah' or 'client ka favourite', while the woman who has to be home before dinner, because of her father’s restrictions, husband’s insecurity or children’s homework, will always be catching up. The truth is women will have a level playing field the day our industry decides to value productivity and creativity over working late.
2. The industry is afraid to invest in women under the assumption that all working women eventually leave their careers for family and children. 'Will you work after marriage?', 'Do you plan to have kids?' and 'Will you continue your career once you have children?' – Standard job interview questions for women in our industry. And a 'yes' to any three is seen as an impossible ambition.
3. There isn’t any evident pay gap but there is certainly a gap in terms of growth prospects. There is always a glass ceiling for women after a certain level, and only a few have successfully broken it in recent years.
4. As a woman in a leadership position, I enable diversity, equal opportunity and equal growth prospects. I have learnt to build and maintain a culture of empathy in my team, so that we grow together as individuals and as professionals.
5. The constant pressure of proving every day that I am here to stay and my career is as important to me as it is for my male counterparts can be very frustrating.
6. There is no inherent advantage of being a woman in our society. Period. Male privilege is a menace that we battle every day in our professional lives in order to get our due share.
7. The women I know walk like thunder, act like storms and smell like stardust… all on their own! Men who need a support system can book an appointment with them.
8. Valuing objective productivity over late-night toxicity. A more diverse and inclusive industry that stands for equal opportunity. An industry that is empathetic towards working mothers. Be the first to implement a robust and standard maternity and period leave policy. Become the foremost industry to be at the forefront in neutralising unfair male privilege.
Sumaira Mirza
Creative Director, Ogilvy Pakistan
1. A lot has changed in 15 years. Women with potential are welcomed and given a chance to disrupt the usual. They will still face problems, but a lot depends on the individual. If a woman wants to make a mark, she will.
2. If they believe that something or someone will stop them, their growth will come to a halt. Success and failure depend on the individual.
3. I don’t think so. It depends on their experience, skills and potential.
4. Making the work environment as comfortable as possible. Holding conversations related to their life outside of work.
5. One of the major issues in the initial stages of their careers are the late sittings.
6. I don’t think so. At least I didn’t.
7. Unfortunately, they have to. With the multiple roles women play, they definitely need to have a support system.
8. Hiring based on merit. More professional training. More women CEOs.
Sumbul Ateeq
Business Lead Planning – IMC & Strategy, Starcom Pakistan
1. The industry still has a few steps to take before the arena is a balanced mix. Part of this could be due to the fact that a limited number of women joined the industry until a couple of years ago. However, with more women stepping up and trailblazing their way through numerous industry firsts, this is already a solution. Women today are the thought leaders of the women of tomorrow and an inspiration to those around them. Another solution is to build passion across the industry; men and women need a reason to stick around, which puts the onus on us.
2. Yes. There have been many instances when a woman’s contribution has been relegated to just 'look pretty for the meeting' or 'let us do the talking' – this archaic mindset has to be replaced.
3. I have been in an environment where individuals are judged by the command they have on their respective subject matter rather than judged by their gender.
4. The simplest way to improve the working environment is by listening and creating a sense of inclusivity. A way to spread the spirit of inclusion is by not checking my phone during meetings. It sends the message that I am in the moment and ready to hear the team out. Another challenge is time management and I try to ensure all tasks are delegated early in the day. With the team comfortable to communicate and debate, performance gets better, responsibilities are managed and the team stands together as ONE.
5. There have been times when I was told how to dress for a meeting. In one case, I realised that the people in the meeting wouldn’t look or talk to me, but only to the male members on the team, even when I asked the questions. I don’t think men have ever faced this and they are unlikely to. What boggles my mind is how people downplay the passion women show. Why is a man a “go-getter” and a woman “aggressive”? We have to break this mental block, although there are situations where it has been impossible to do so.
7. Relying on a support system was never supposed to be gender-specific. While some may argue that women need to talk or form friendships to see their way through work – isn’t that the case for everyone? While one may want to detox at the end of the day with a cup of tea, someone else may want to head home and be with their family – and in either case, can one say that one gender should do this and the other one that. Women are generally thought to be more emotional and that’s a great thing. To have a support system who understands your achievements, celebrates your accomplishments and helps you be better. Why not?
8. The industry needs a complete overhaul, both in terms of people and tools. It is imperative for the industry to move towards a single-source data tracking approach to ensure transparency and accurate gauging of efficiencies that can be deployed to produce better results. Advertisers should be willing to experiment and also take the word of their business partners... if not complete budgets, tests and trials are something that should be implemented and talked about to enhance learning and “step out of the box” – a term used commonly but not implemented as much. But more than anything, what this industry needs are thought leaders. A person could be from any walk of life but if they have the right idea and drive they should be given a chance.
Zeelaf Munir
Chairperson, PAS and MD & CEO, EBM
1. Advertising empowers women as much as women empower advertising. The increasing role and impact of women in this field of work cannot be emphasised enough. It provides an ideal opportunity to showcase their collective spirit as an antidote to historic indifference to their potential. We see women making a mark in advertising and marketing at all levels due to the inherent flexibility, creativity and collaborative nature of the job. Although women have struggled to break glass ceilings at a collective level in many fields such as manufacturing, sales, etc., advertising and marketing provide a level playing field.
2. Ultimately, career growth depends on a person’s leadership qualities, results, talent and grit, regardless of gender. For women to navigate their careers successfully, each individual must map a larger journey to see intersection points of personal and professional growth. In my observation, women’s career growth is rarely a straight line due to life choices. However, the path to progress is there in almost all good organisations that offer family-friendly policies. We see women in leadership roles not as an exception to be celebrated, but as an industry norm by virtue of the commitment of talented women who don’t lose focus.
3. I can speak only for EBM, where we compensate based on performance and not gender. Working with HR consultants we have mapped all our individual roles and compensations based on accountability and delivery of the role rather than any individual.
4. We have taken multiple ‘family-friendly’ initiatives that are positively impacting the women and men in our organisation. Maternity leave and benefits, daycare facilities and encouragement to work at our manufacturing facilities. It’s all about creating an inclusive and flexible ecosystem where women can break through the historical barriers that have stood against them. EBM has been awarded the “Best Place to Work” award year after year based on our continued commitment to a progressive organisational culture and support systems for employees. Having multiple women in leadership roles at EBM also serves as a daily inspiration on what can be achieved by sheer hard work and talent.
5. Women in marketing and advertising have to face socio-cultural challenges that haven’t entirely been shed from patriarchal prejudice. When it comes to creating the right marketing and advertising campaigns, women must play their role to counter the gender stereotypes they have struggled against. Naturally, women also have their homes and families to look after. Therefore, progressive organisations must extend this understanding as a matter of policy and culture.
6. The vast majority of advertising is designed for the consumption of women, so they can provide unique insights and sensitivity beyond research reports. We see women creating effective and clutter-breaking communications and heralding the change they seek to bring. Recently, there was a newspaper article that compared the positive depiction of women and the family structure in advertising vs. TV plays, where women are often still stereotyped or victimised. As content creators, women are helping bring to the front insightful positive narratives of female emancipation for our society to progress.
7. There is no doubt that the multi-layered responsibilities of women within a patriarchal culture imply that women need a support system to succeed. However, the narrative around this support system, whether at organisation or family level, needs to be clarified. A support system should not be branded as a crutch or a handicap or an excuse, rather an enabler to empower half the population to reach their full potential so the total economy grows to benefit all.
8. I would like to see family-friendly policies as a norm for all companies in Pakistan implemented without prejudice. Formal mentoring for women on how to plan and navigate their careers to ensure we reduce dropout rates. More women in leadership positions where they serve as inspirations and champion women as positive contributing members to the economy and to society, and recognised as individuals who have nourished lives, hearts, and communities.
Zehra Zaidi
Group Executive Creative Director, Ogilvy Pakistan
1. It does, but it varies from person to person. The motivation for success comes from within. If one works hard it may take time but in the end success will come, no matter what gender.
2. Not at all. Either I have been lucky or because I have been raised in a family with brothers in extreme equality, I do not feel any less compared to my male colleagues. My approach to work is as aggressive as anyone else in my organisation. Many things are driven by our attitude. If a woman feels lesser, she will continue to act and react in that same way and be treated accordingly. Who decides that women are lesser?
3. In today’s ad industry, being a good creative is one of the most sought out requirements and the work determines our worth anywhere. If you are good, regardless of gender any organisation will want to retain you, and retention is directly proportional to a good compensation.
4. Women mostly don't last in careers because of their domestic responsibilities. As a mom, daughter, wife and sister, I lead by example. I try to equip women with my experiences and accommodate them where I can. Women need to raise their issues with the management instead of giving in to them.
5. It starts with something as simple as late sittings. Advertising is 'late sittings'. And women in Pakistan, and globally, do a lot more than work nine to five. They look after their kids and home. In Pakistan, however, late sittings for women is a criterion in itself.
6. As creatives in advertising, women have a lot more advantages. They are insightful, mature and intelligent.
7. It goes without saying. No matter their position at work, home will always remain a women’s biggest concern. I cannot move without my support system. As long as women create a strong support system, they can give 100% – and because women have always taken up the responsibility of their home, men by default have less to deal with.
8. More flexible working hours. My agency made it possible not only to WFH, but from another city. This advantage is huge; I cannot see myself anywhere else. This alone will attract a lot of great talent back to advertising.
Zoya Altaf
Manager Branding & Internal Communications, Engro Corporation
1. I don’t think so. The gender gap is very wide. How many women do you see rising up the ladder? We need to train hiring managers and male colleagues to dispel any subconscious biases they may have when it comes to hiring or retaining women. Biases such as ‘women are not competent enough’, ‘they are emotional’, ‘they can’t give that much time to the job’, ‘they can’t be good leaders’, ‘they cannot travel’… These biases are found across the board and often women are not even part of the consideration set due to them.
2. I see a change, but it is happening at a slow pace. There is no inherent reason for women to be at a disadvantage for career growth. They are hardworking, competent, emotionally intelligent and great communicators – a recipe for success in marketing. What is stopping them are the subconscious biases.
3. Definitely. I have experienced this myself because “he is the breadwinner after all”, and heard similar stories from many female colleagues. The roles in marketing are more standardised across genders compared to other fields, yet the pay disparity is prevalent, which is demotivating and an important reason why we see less women at the top.
4. I have seen strong women pitted against each other and this eventually hurts their career growth. I believe in creating safe spaces for women and I try to provide one for my female colleagues where they can seek help, discuss issues, mentor and look out for each other. It is important to have conversations within teams about sexism and how it affects women colleagues. They are difficult conversations, but they are important in order to instigate sensitivity towards women.
5. Inadequate support system: An affinity bias is often faced by women at the workplace, so that the same support system available for male colleagues is not available for women. Women are not celebrated for their achievements or supported in dealing with issues or provided opportunities for growth in the same way as their male counterparts. Women are labelled by their traits compared to their male counterparts. If they are passionate and vocal about their thoughts, they are ‘aggressive’. If they are assertive about their work, they are ‘rude’. If they are empathetic about a cause, they are ‘emotional’. These labels overshadow their work and the value they bring. Our work environments do not enable women to balance their responsibilities in their personal and professional lives. It is looked down upon if a woman is struggling during her time of the month or has to leave early to be with family.
6. Women, by virtue of their nature, are good at marketing. They are emotionally intelligent and sensitive towards the needs of others (consumers). They are attentive to detail and scientifically proven to be multitaskers – qualities that are important when it comes to analysing holistic scenarios qualitatively as well as quantitatively. Women are good at communicating and are ideal candidates for an advertising or marketing position.
7. For anyone to perform and grow, a robust support system is important, irrespective of gender. Even without a support system, women have done wonders once they set their mind to do something. To flourish, women need that extra support and push because of the multiple roles they are constantly juggling and are expected to excel in.
8. More women at the top. Consciously breaking centuries’ old biases. Create safe spaces and support systems so women feel seen, celebrated and motivated.
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