“Having the confidence to just go for it and having a work life balance.”

Claire Sadler, Chief Marketing Officer at the British Heart Foundation, is explaining the key themes from research Wacl is undertaking to identify the challenges and barriers women face in the creative, marketing and media industries and practically address how to collectively overcome them.

Sitting in the Vue Cinema in Leicester Square, fresh from unveiling Wacl’s agenda to the industry, alongside Karen Stacey, CEO of Digital Cinema Media, she pauses for thought.

“Actually,” she says, “let's not call it work life balance any more because it is not, it's a work life juggle and that is what we need to support. It is about ensuring you can run your own race.”

It is a thoughtful insight in a media ecosystem in which the concept of balance, the notion that all aspects of your life can be in a state of perfect harmony, sets anyone up to fail, regardless of gender. To allow people to reach their full capabilities, you have to be open to doing things differently. An approach which is particularly poignant at a time when burnout and mental health are at the very top of the industry agenda.

Navigating the messy middle of women’s careers

Wacl was founded in 1923 to recognise and support female talent in the advertising and communications industry. The organisation’s mission is encapsulated by three core pillars; giving back through supporting its members, inspiring the next generation and campaigning to accelerate gender equality within the industry.

Stacey stepped up to the role of president in July this year, with Sadler, Chief Marketing and Fundraising Officer at the British Heart Foundation, stepping into the role of vice president.

“Confidence was the single biggest issue and that is why it is so important to inspire the next generation,” explains Sadler. “Barriers still exist when it comes to confidence and there are specific pinch points in women’s careers, whether that is starting a family, getting sponsorship on your organisation or having a health challenge.”

Stacey shares an insight from fellow Wacl member advertising leader, Jemima Monies, who is passionate about changing the belief that motherhood and fulfilling creative careers are mutually exclusive pursuits. As Stacey explains: “There is a tendency to see having a baby as an inconvenience when actually it is a superpower. We have to recognise this.”

For Stacey, the most important way to achieve Wacl’s mission of 50% of CEOs being women is to simply hire for potential. “Good teachers can spot that potential.” She explains, adding: “Leaders need to spot that potential, it is easy to say women don’t put themselves forward but let’s focus on lifting people up.”

In a broader business ecosystem in which men get promoted faster than women there is still much more to be done to drive equality in leadership. “It is really important to remember that the person that employed you really wants you to win,” says Stacey. She shares that men don’t doubt themselves as much as they step up into leadership roles. Stacey is committed to changing the language of leadership to contribute to a more level playing field during her tenure as president.

The power of promoting for potential

According to Wacl, in the advertising and communications businesses, only 30% of CEO roles are held by women. In the wider industry, it is only 17%.

At current rates, Wacl estimates it will take another 37 years to create equal representation. To tackle this the organisation launched a 50% CEO Campaign, with the ambition to double the rate of change so that we hit 50% by 2045. With no change to the pace of progress, a girl born today will have to wait until she is 97 years old to see gender equality achieved globally.

Both Stacey and Sadler believe that hiring based on potential, not past roles is key to pushing for progress.

Sadler explains: “It is really important to promote for potential. Leaders can’t just look in the rearview mirror of what roles or experiences a woman has had before because we know women face more barriers,” explains Sadler. She continues: “We have to look forward if we want to be fit for the future,”

This isn’t always about having specific experiences in a previous role. “A lot of leadership is about behaviours. It is about asking ‘are they good problem solvers?’, ‘are they passionate about learning?’. It is so important to remember specific skills can be learned in the job.”

For Stacey the key ingredient of a successful and fulfilling career is remembering you ‘just have to keep going’. An ethos reflected in the wisdom of Wacl members who are passionate about the next generation of female leaders reaching their full potential.

Kindness is a competitive advantage

To close the leadership gap, it is key that the industry embraces a broader reappraisal of the leadership traits valued. Soft skills such as empathy, kindness and communication have historically been undervalued in the marketing sphere.

Stacey believes that generosity is the most important skill for leaders. “It is really important to name check when people have a specific skill and they have done really well. That generosity of spirit is important.”

“Kindness can be underrated in leadership,” adds Sadler, noting that you can still have difficult conversations with kindness. “It is really important to approach everything with empathy.”

She continues that it's vital as a leader to really think about the language you use and the feedback you give. “Early in my career, I was told to have more gravitas, which usually means to be more like a man. It stays with you,” she shares. An experience that underlines that while growth feedback is a gift, vague, gendered feedback can land more as a sucker-punch.

As Sadler evolved as a leader it became increasingly clear that the ever-elusive and alarmingly vague ‘gravitas’ was a distraction from unlocking her true potential. She explained: “I didn’t need to be looking for gravitas, I just needed to get up and be me.” 

A compelling reminder that if we want to drive equality in the creative industries, we have to be intentional in building cultures where women can run their own race.

Photograph: ©BronacMcNeill