U.S.-Origin ★ Transgender Perspectives on U.S. Female Creators: "3% Conference" Held
The 3% Conference, an event aiming to transform the advertising industry where only 3% of creative directors are women and to boost creativity and profits through diversity, was held in New York at the end of October. Approximately 800 people attended. The keynote speaker was Chris Edwards, a transgender individual who has long worked as a creator in advertising agencies.
Edward transitioned from female to male 20 years ago while working at Arnold, a Boston advertising agency where his father served as CEO. Over five years, he underwent more than 20 surgeries. He mobilized all the branding techniques honed in his career to undertake his own "brand rebuild" while also launching awareness campaigns centered on gender.
"If you ask me whether being male helped me succeed more in my career, the answer is yes," Edwards states. "The creative industry is a male-dominated world. It wasn't until I entered it and saw it from the inside that I truly understood how uncomfortable it is for women."
At one business dinner he attended—seven men and one woman—the host joked, "Hooters would be great," referring to the dining bar known for its scantily clad waitresses. Afterward, the group went to a strip club. From her new perspective as part of this "male-dominated world," Edward points out that while the men at the dinner didn't intentionally exclude or upset the sole woman present, "it's precisely because it's unconscious that it's problematic." She emphasizes, "For this power dynamic to change, it's essential that more women enter the advertising industry and stay long-term. If the gender ratio had always been equal, this kind of conversation and behavior wouldn't have happened."
Having transitioned from female to male, Edward reflected, "As a man, I realized that to get the job I wanted, or a raise or promotion, I just had to ask for it. It doesn't always work out, but at least I learned I didn't have to hold back." He noted he never felt he had that power when he was female.
Edward also encouraged women to "become great presenters." Drawing on his experience leading over 50 creative teams, he urged women: "When it comes to presentations, women always let men take the lead. Be active not just in creative settings, but in sales pitches too."
The 3% Conference also announced the launch of "Returnships," a program supporting women returning to work after career breaks. Furthermore, sessions were held featuring female CMOs from major corporations, including Lisa Cochran (formerly of Allstate Insurance), Ally Klein (AOL North America), and Suzy Deering (eBay North America). Discussions also took place, such as one led by Jenny Telman of R/GA on "Job Hunting for Female Creatives."
The 3% Conference was launched in 2010 by Cat Gordon, a creator with a 20-year career, questioning why women make up only 3% of creative directors in the US. It has gained increasing attention annually, expanding to locations across the US including New York and London. At the 2015 Cannes Lions, Gordon participated as a panelist in multiple sessions. Gordon states, "Despite women now holding the purchasing power in most product categories, the male dominance in creative teams is a foolish act of suicide for the advertising business."
Source: Ad Age
First 3% Conference in NYC Focuses on Female Creative Leadership
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