We are a time when the average American has only been around for about a decade.
That’s a lifetime in the digital age.
And yet, women are still a minority of our nation’s advertising executives, advertisers and salespeople.
We’ve evolved as marketers to take advantage of a diverse and increasingly female audience.
Here are some of the ways women have taken on leadership roles in the world of advertising, from the field to the classroom.1.
A Female Marketer: Advertising is now a woman’s job.
According to the 2016 National Survey of Marketers, women accounted for 55% of all marketers in the United States.
Yet, only 12% of the U.S. media industry’s senior leadership is female.
The industry’s most prominent female marketer is the one who has been at the forefront of all the campaigns that helped President-elect Donald Trump defeat Hillary Clinton.
And that woman is Sarah Huckabee Sanders.
In 2014, when Sanders launched her first advertising campaign for President, she launched it in the wake of the Sandy Hook Elementary School shooting.
The campaign had more than 1,000 billboards and 2,000 TV spots.
Sanders’ campaign was so successful that it inspired many women to join the industry.
The 2020 Women’s Senate race, held in California in 2018, saw a surge of female candidates.2.
A Gender Neutral Ad: In the late 1980s, ads featuring people of different genders appeared in every major newspaper.
The first major female-focused ads appeared in the New York Times in 1983.
That led to the creation of a gender neutral advertising campaign in 1987 that featured people of all genders.
But it was the rise of social media that helped create an entirely new category of ads in the marketplace, and women’s roles have never been more central to that campaign.
In 2015, Facebook launched its first gender-neutral ad campaign.3.
A Feminist Marketer in Advertising: Female marketers are now the gatekeepers of advertising and sales in a world where gender is constantly changing.
As women are the dominant demographic, they have a unique role in the ad and marketing industry.
In 2017, advertising analyst Jennifer Coyle told Next Big News that there was a growing recognition that advertising should be more diverse.4.
A More Equal Industry: Women in the industry face unique challenges.
Women are still underrepresented in the workforce, and they’re still making less than their male counterparts.
Women earn less than men at every level of the industry, but women have been taking the lead in certain areas.
They have been credited with building brands, and now they are taking the leadership role in marketing.
In 2016, women represented 50% of corporate leadership positions in the Fortune 500, the industry’s richest list of 500 companies.5.
A Balanced Agency: Advertising agencies have traditionally been male-dominated, with a gender balance that can be found at most agencies in the U, and especially in the advertising industry.
That is changing.
In 2020, a record number of women held executive roles in ad agencies.
Women represented 57% of senior agency leaders, and that number was even higher in 2016.
However, the gap is narrowing.
By 2020, women comprised 40% of full-time and part-time agencies in Canada, the United Kingdom, France, Italy, Japan, Australia and Germany.6.
A Woman in Advertising History: In 1988, Sheryl Sandberg launched Lean In, a campaign that pushed women to achieve greater levels of self-acceptance and self-improvement.
Lean In was a major media strategy for Sheryl that was credited with helping women become more influential in the media and business.
Today, Lean In is credited with empowering women to succeed in the workplace and lead a better life.7.
An Equal Gender Opportunity: Advertising has historically had a gender gap in terms of women and men in key leadership roles.
The Gender Gap in the Advertising Industry, a report from the American Association of University Women, found that in 2020, men and women had equal representation in most of the advertising leadership positions.
Women also have been at a greater disadvantage in terms