These are exciting times! In the wake of #metoo, there are so many great initiatives emerging in the advertising industry - and beyond! I'd like to address a few that we have identified during the past few days, all of them within the ad industry. my home grounds.

One of the initiatives is within Time's up and calls itself Time's up/Advertising and their call is as follows:

"As women in senior leadership positions in advertising, we’ve agreed that we have the power to change this business we love until it looks more like the industry we want to lead. As leaders, it’s on us to foster a workplace where people are challenged but still respected."

Keep your eyes on this initiative, it will no doubt be a great force to reckon with:

Another great initiative is one that many advertising organisations have discussed, including The Swedish Association of Communication Agencies (Komm) - now it is the 4A's (The American Association of Advertising Agencies) which has unveiled a certification they name the "Enlightened Workplace Certification®. It is a program aimed at creating safe and productive work environments that create cultures of inclusion, equity, creative dialogue and social transformation. The intent is to support agencies in eliminating discrimination, harassment, bullying, intimidation and retaliation. The certification will be available to 4A’s members and nonmembers in April.


Margie Parker-Lamparillo, 4A’s EVP

Margie Parker-Lamparillo, 4A’s EVP



However, the 4 A's were not the first on the ball. The 3% movement already includes a certification program, helping agencies to assess female leadership, workplace equality and culture and equal creative opportunities, and certifying them up to a platinum level.

One can of course argue that with a growing awareness, both clients and agencies will be so much more attentive to the issue of gender equality, but understanding and navigating the challenges isn't always an easy thing to do and even if intentions are great, they often end up as policies in desk drawers. A certification program not only assists agencies to speed up the well-needed change, but also clearly signals to clients which agencies have taken this issue on board whole-heartedly. 

You probably know that we at TakeTwo also offer a Certification Program - read more about it here on our web site.

To round off, I've borrowed the words of Kat Gordon, Founder of the 3% movement when she  says:

"It requires more than good intentions of gender-friendliness to change long-standing underrepresentation of women in creative leadership -- it requires an honest, unbiased look at what is holding women back and the actionable steps to make real and lasting change."

Christina Noble Knight