The feminine side of advertising


Concha Wert: "Women forget their ego in order to buid team"

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After many days filled with information about advertising festivals, Concha Wert, the Manager of The Club of Creatives (Spain) gives us her opinion about the situation of women in nowadays advertising.

AdWomen: Congratulations for the success of The 10 Best and Worst Ideas. Which are, in your opinion, the best and the worst idea?

Concha: Thank you very much. I am afraid that I am not going to be very original. I think the best idea is the one that won: research with stem cells. It is the most significant one and it affects people the most. The worst one, because of the same reason, is “redondeo” [price round up, after entering the euro zone].


AdWomen: Día C [C-Day] is with us already 6 years. Is there any noticeable change in the role of women in advertising?

Concha: If you refer to how advertising treat women, I think we can notice a change indeed. This change is visible when you compare the context (how, in which moment and in relation with what message) in which woman appears now and 10 or 15 years ago.

If you refer to the presence of women in the industry, the change is much slower and it is hardly noticeable. In creative departments, the area we know the best, there are more and more women, but there are very few of them who are at the top.


AdWomen: In the Spanish agencies, which is the percentage of women in relation to men, in creative departments? And in the Club?

Concha: As I mentioned before, the total percentages are very similar if you don't take the top positions into account. But with this filter, the imbalance appears again. The majority of top positions are occupied by men.



AdWomen: Do women contribute something different than men do?

Concha: They contribute a big capacity for empathy, which is essential in advertising. I do not mean men can not feel empathy, but to women it comes easy. Being capable of putting yourself in position of the other person is essential in advertising. What more (without generalizing) women are more up to forget their egos in order to build a team. And it is an advantage in the creative work.


AdWomen: Could we say that women manage advertising in a different way?

Concha: I do not think that it is very different. The only difference can be the ability to put the team before individuals.



AdWomen: In which way is the "female touch" reflected in campaigns?

Concha: I would not name it "a female touch", because features traditionally attributed to women - sensitivity, generosity, emotion and pragmatism - are present in ads created exclusively by men.


AdWomen: Could the incorporation of more women into creative departments help to avoid sexisms in advertisements?

Concha: I think that as far as society changes, the advertising will change. Obviously, women have more sensitivity towards sexist messages, but what will eradicate sexism is society, not advertising.


AdWomen: Creative teams keep on being a men's territory. Why does it occur, if universities are full of girls willing to work as creatives?

Concha: More or less, I have answered this question. Nowadays, the total percentages are very similar, but there are few women in top positions. Why? I think there are many reasons. One can be the price you have to pay: the time and personal life. And, of course, the fact that ones who make decisions are men doesn't help.



AdWomen: Do you think that role models encourage women to try to access creative teams?

Concha: Of course, yes. It is possible and there are some examples of women who got it without giving up their personal lives and this is what encourages girls to struggle.


AdWomen: In advertising festivals' juries there are few women. Do you think it influences the type of campaigns that win?

Concha: There can be some influence, but we will know it for sure when women become the majority, so we could speak about a female way of assessing ads.


AdWomen: How many women were are this year in the jury of Día C?

Concha: Six of twenty six, less than 25%. The jurors are chosen by the club's members.


AdWomen: Few adverts aimed at women win a Grand Prix in festivals. Is it impossible to create a good advert for female target?

Concha: In last years there were some, but there are few products aimed just and only at one or another gender. So that's why they win few Grand Prix.


AdWomen: Which are the communication keys that connect with women the best?

Concha: I am not sure if there are any, but I suppose that there are huge differences in genders' vital priorities; there are some things that are more important to women, and other, that result more important for men. Apart from that, I don't think that you can make a distinction.


AdWomen: What campaigns created by women were awarded during Día C?

Concha: In most of creative teams of the campaigns included in the contest there are some women, although they are not ones who are responsible for the campaigns.


AdWomen: Is there a need for more women in production agencies, post-production… in order to create campaigns with a "female point of view"?

Concha: Without any doubt, as shape and content go together. It is curious, but there are even fewer women in production (at least in the audiovisual one) and graphics, than in the field of creativity.




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