MERCADEO Versión en español
Maddy Kramer of Saatchi & Saatchi NY: inVisible Creatives Presents The World’s Biggest Database Of Female Creatives
Manuela Walfenzao| 11 de septiembre de 2018
Logo Invisible Creatives
inVisible Creatives is a project to get more female creatives hired by the advertising industry. Maddy Kramer, Senior Art Director at Saatchi & Saatchi NY, and Laura Visco, Creative Director at 72andSunny Amsterdam, compiled this database of creative work by women from all over the world that ranges from junior and mid-level to senior talents. “Only 11 percent of all directors of creative departments are women, a statistic we are all very well aware of. And while there are a lot of attempts to include more women in the industry, there is no simple tool that makes finding female talent easier,” Kramer said. In the first week of the project, the creative duo received more than 200 portfolios from as far afield as Qatar, Serbia and India. Plus a retweet from Cindy Gallop. “The name is a bit hot on purpose. We want inVisible Creatives to become a tool to spotlight female talents that many times go unnoticed. We need the industry to understand that diversity is not a moral but a creative matter,” Laura Visco added. Kramer and Visco are looking for headhunters and agencies that will commit to considering at least one of the creatives in their database for possible employment. “We see inVisible Creatives as the first step to generating visibility for the volume of female talents that exist in the industry, and also to show which countries are overlooking them. We’re convinced that by cooperating with agencies and headhunters we can find out what isn´t working when it comes to hiring women, and join forces to fix it” Kramer said.
