4.6% of Fortune 1000 CEOs are women. 3% of advertising creative directors are women. Women account for 85% of consumer spending yet 91% say advertisers don't understand them. This staggering imbalance is holding our progress as a society back and impacting the bottom line of business. So why are we stuck here? Thanks to Sheryl Sandberg and a host of others, women are "leaning in" more than ever. But what are we asking them to lean in to? I believe there is something innately wrong with the system. I believe it's time for a more sustainable and equalized model of doing business. Within this presentation I attempt to detail the issues as I see them, empower women looking to advance their careers, and present an audacious plan for achieving gender equality and work life balance in an industry notorious for it's long hours and burn out rate. This keynote was delivered at the Mpls MadWomen inaugural event. In the audience were women and men in leadership roles along with "rising stars" from their organizations. In order to prepare, I interviewed a dozen women currently holding senior positions. In total, we (myself included) have worked at 34 agencies - 7 out of the top 10 in Minneapolis. We cover the gamut of marital/family situations: single, married no kids, married both working with kids, working mom with stay at home spouse, single mom, and one mom who recently switched to part time. Three of us are business owners. Through open conversation I began to see the patterns in our shared experience and came to understand how the business model most ad agencies run on is outdated and biased and burning women (and men) out. / PRH

1. A New Model
of Success
for Women in
Advertising
Mpls MadWomen Keynote | February 20, 2014

2. 4.6%
of Fortune 1000
CEOs are women
http://www.catalyst.org/knowledge/
women-ceos-fortune-1000
3%
of advertising
creative directors
are women
http://www.she-conomy.com/report/
marketing-to-women-quick-facts

3. 91%
85%
women account for
of consumer spending
of women say advertisers
don’t understand them
http://www.she-conomy.com/report/marketing-to-women-quick-facts

4. http://www.pewsocialtrends.org/
2013/12/11/on-pay-gap-millennialwomen-near-parity-for-now

5. Bias

6. 1. The Status Quo
2. Hazing Rituals
3. Most Potential Hours
4. Breadwinner
5. Traditional Gender Roles
6. Confidence vs. Competence
7. Jerks Are Jerks

7. AWAY WITH
YOU, YOU ARE
NO LONGER
NEEDED

8. Career
vs. Family

9. COUNTERBALANCE
child care
laundry
shopping
home maint.
cooking
Photo: New York Village Voice
paid work
60 hr wk
Photo: Motilo
cleaning
40 hr wk
Demanding job balanced
by housewife at home

10. I wish I hadn’t worked so hard.!
!
“This came from every male patient that I nursed. They missed their
children’s youth and their partner’s companionship. Women also spoke
of this regret, but as most were from an older generation, many of the
female patients had not been breadwinners. All of the men I nursed
deeply regretted spending so much of their lives on the treadmill of a
work existence.”
- #2 on the list, “The Top 5 Regrets of The Dying”
by Bonnie Ware, Palliative Nurse

11. CONTENTION
WHO?
child care
Two
parents in
demanding
jobs
laundry
shopping
home maint.
cooking
paid work
60 hr wk
cleaning
40 hr wk
paid work
60 hr wk

12. cooking
cleaning
20 hr wk
IMBALANCE
Half the home
duties on top of a
demanding job
paid work
60 hr wk

13. 20 hr wk
BALANCE &
EQUALITY
40 hr wk
Irrespective of
gender or marital/
family status

14. THE TOLL
IMBALANCE TAKES
!
Survival Mode
Points of Contention
Bad Mom, Bad Worker
When You Are Under Water, You Can’t Think Straight
The Importance of Sleep*
Money Left On The Table
Drop Out Effect
*
* Goodnight. Sleep Clean. - The New York Times

15. Success

16. 1. Own Your Ambition
2. Be Assertive
3. Give Them A Way Out of the Corner
4. Operationalize and Delegate
5. Set Boundaries
6. Manage Your Brand
7. Substantiate Your Value
8. Substantiate Your Needs
9. Hire a House Cleaner
10. Advocate for Yourself

17. “LEARN HOW TO
TAKE CRITICISM
SERIOUSLY BUT
NOT
PERSONALLY.”
Critics can be your best friends if you listen to them, and
learn from them, but don’t get dragged down by them.
- Hillary Rodham Clinton

18. by Christopher Weyant

19. Ambition

20. CAREER
ADVANCEMENT
Ambition
Vision
Execution
Determination

21. Ambition
https://netimpact.org/docs/publications-docs/NetImpact_WhatWorkersWant2012.pdf

22. “I'm still figuring out my full definition of success, but I know one tactical
think I'd like to make happen. I'd like to be able to get my career to a
point where I can freelance once we start having a family. I'd like to
be able to stay at home with kids but also have the mental stimulation
from interesting work. That balance is easier said than done, though,
but I'd love to be able to straddle both worlds to nurture my family
needs and intellectual needs.”
- MPLS MadWomen Member, Dec 2013
“Success for me means achieving quality over quantity. I want my work
to have more impact on more people in less time and I want to be
compensated (and recognized) for that quality. My time is valuable
and becoming increasingly so as a new mom.
!
Indication of getting closer to where I want to be: when I can justify
hiring a home cleaning service so I never need to clean again ever.”
- MPLS MadWomen Member, Dec 2013

23. 40%
70%
http://http-download.intuit.com/http.intuit/CMO/intuit/
futureofsmallbusiness/intuit_2020_report.pdf
http://www.she-conomy.com/report/
marketing-to-women-quick-facts
of the workforce will be
freelance/contract in 2020
of new businesses
are started by women

24. “WOMEN ARE
STARTING THEIR
OWN BUSINESSES IN
ORDER TO LIVE THE
LIFE THEY WANT.”
- Victoria Colligan, co-founder of Ladies Who Launch
A woman's entrepreneurial spirit is driven by her lifestyle. Women polled by Ladies Who Launch cite
freedom, flexibility and control as the top reasons for starting their own business, The second most
important factors are creativity, fulfillment and passion. Money comes in third place. More on Oprah.com.
!

25. An
Audacious
Plan

26. 1. Identify Your Bias and Let It Go
2. Shift From an Hours Game to a Performance Game
3. Lead By Demonstrating Work-Life Balance
4. Offer Flexibility and Be Transparent About It
5. Fuel Ambition, Foster Confidence
6. Reconsider Executive Benefits
7. Collaboration vs. Territorialism
8. Honor Dinner Time
9. Choose More Sustainable Business Practices

27. ISN’T IT TIME
WE RETHOUGHT
THE PITCH?
!
Dependent Upon Overtime
Subsidized By Retainers
Drives Rates Up
Devalues The Work
Drains The Most Important Resource
Causes Resentment
Not A Real Example of Working Relationship
Not a Sustainable Business Model

28. ARE YOU
PART OF THE
NEW MODEL?
Patty Radford Henderson
Co-Founder Union Park Marketing
www.unionparkmarketing.com
@prhenderson