Women in the creative industry: Creative Moment talks to Jackie Stevenson, founder and CEO, The Brooklyn Brothers and Sarah Baumann, managing director, VaynerMedia London

Creative Moment's editor Lucy Smith asked two key women in the creative industry three key questions about one thing—equality.

We wanted to know about their individual experiences, what they want to see to enable a more equal future, and what does the future of the industry look like.

Here's what they said. 

Lucy Smith: What is your experience as a woman working within the creative industry?

Sarah Baumann: I was about to say “I’ve spent” my whole career in the creative industry – which is, in itself, an indication of the inherent bias and way language reinforces our inequalities and how we are all taught to think. 

So, I shall correct myself – "I have built" my career over the past 20+ years in the advertising and marketing industry. 

It’s changed a lot, but I have experienced what most women in advertising have. I prefer to focus on the positives. I currently have – and have had – some incredible female and male leaders who have inspired, mentored and championed me. 

I am in awe of the talent coming up – their attitude, awareness and determination to create equity in our industry.

We are close to the point where we will prioritise life as much as work. The penny is dropping about shared parental leave and supporting women through previously taboo subjects such as miscarriage and menopause.

LS: What changes would you like to see/think are necessary for a more equal future?

SB: To create a more equal future we must normalise the diversity of our businesses at every single level. 

When it is no longer considered odd to be a majority female leadership team (like our own at VaynerMedia) and for people of colour, and/or with disabilities, and/or LGBTQIA+, and/or for women with years of experience to be visible and numerous, then we’ll have made proper progress.

LS: What does the future for women in the creative industry look like?

SB: I’m optimistic but we must make sure the impact of lockdown, WFH and the new hybrid world does not create a new framework of glass walls and bias.

LS: What changes would you like to see/think are necessary for a more equal future?

JS: We need to embrace new ways of working that will not only bring more women into the industry but will encourage them to stay.

I’d like to see the Government backing the mass adoption of Flexible Working with every job required to be advertised as ‘flexible’, which would deliver an immediate impact on the number of women applying for roles.

I’d also like to see Government policies that focus on providing good quality low cost, tax-free childcare to all. Currently, childcare is effectively a ‘parent’ tax if you want to have a family and a fulfilling and stimulating career.

Training is key. Ensuring everyone in the organisation is responsible for recruiting or promoting can architect a genuinely diverse team with different talents and skills, not just the ‘cookie-cutter, looks and acts just like me’ approach so often seen.

LS: What does the future for women in the creative industry look like?

JS: I think bright for two reasons.

First, companies have woken up to the fact that women represent half of the population and organisations that design products for women’s ‘real’ lives can build brands and businesses far more quickly than those that don’t listen or act on what women want. The raft of start-ups in women’s health, skin, period and personal care that have quickly over-taken decades old brand favourites shows the commercial strength of listening to women. Creative businesses will keep being hungry for brilliant female talent.

Secondly, our industry has recognised the benefits of a new style of leadership and leader—one that is empathetic, caring and inclusive. While these aren’t exclusively female traits, female leaders have proven track records in building creative companies with a different set of cultural principles that, together with their male counterparts who believe the same, will be the architects of the future of all our work.