December 21, 2018

Creative agencies told to make more progress on gender balance

Creative agencies told to make more progress on gender balance

You may already be aware that we support many of the UK’s largest creative agencies with design, print and web projects. You may also know that we are proud to be leading the way when it comes to equal pay and that our team is one of the most diverse in our industry. So, we were particularly interested in an article in Campaign (the leading magazine for advertising, marketing and media communities) which reported that Diageo CMO has written to key agencies asking them to recruit more female senior creatives.

In a letter to its key agency partners, Diageo’s global chief marketing officer Syl Saller urged agencies to address the gender imbalance in advertising by employing more women as directors and chief creatives. Saller requested that creative agencies ‘make faster progress’ in recruitment, closing pay gaps and addressing any imbalances.

In part of the letter, she said, “We believe that diversity is a key enabler of making better creative and more effective work, and want to make sure we are putting this right at the forefront of our marketing and creative development work.

 “Despite all of our collective efforts as an industry, the pace of substantive change has been too slow in how women are portrayed in content, how qualified women are represented at a senior level in creative development and how women are selected to be creative directors on content.  

 “Our work to drive on diversity and inclusion is far from done – but we have fundamentally changed the conversation at the top of our business, setting new tone at every level. Now we are turning our attention to what we put in front of the consumer.”

 We are known for creating representative work, whether through public sector campaigns aimed at harder-to-reach communities or commercial branding and advertising that surpasses stereotypes. If you are a creative agency our diverse team would love to work with you, either collaboratively or in a supporting capacity, to share best practices and deliver marketing with a positive message. Call us on 0208 590 0922 or email us at

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October 2021
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