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Diageo Sponsors International Roll Out Of Creative Equals Returner Scheme To Support 100 Women To Return To The Creative Industries
Liz Unamo| 13 de noviembre de 2019
Syl Saller 1
Diageo has announced sponsorship of the Creative Equals Returner scheme #CreativeComeback for the second year, funding a multi-market roll-out to address the lack of women represented in top creative leadership roles around the world. The program will run in London, New York and Mumbai in 2020 with the objective of supporting 100 women back into the creative industries following a career break of a year or more. The expansion follows the success of the first program which saw 58 women complete the course in London and Manchester 2019, with the majority returning to the creative industries following completion. #CreativeComeback takes place as the advertising industry struggles to close the gap in creative leadership roles and more progress is needed on gender portrayal in advertising. Syl Saller, CMO of Diageo: “I’m pleased to see more women entering the boardrooms of agencies, but too few are in creative leadership positions. I am convinced that diversity in creative leadership leads to better and more effective work. It’s time for concerted action that will close the creative leadership gap.In the UK advertising industry, according to Creative Equals, women make up only 16% of creative directors.1 In the US, the ANA found in 2018 that although women comprise over half of the marketing industry’s workforce, they still lag behind in leadership roles.2 In India, research by Kantar and Diageo into the top 150 Indian adverts across sectors found that 29% showed outdated gender stereotypes or needed improvement in terms of gender portrayal.
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