ADNEWS: Putting women-founded creative agencies on the pitch list
Written by Pippa Chambers
Published 8th March 2019
When looking at the history of advertising globally, there’s a glaring omission of female owners across holding groups and agencies.
To help change this, founder and ECD of Venus Comms, Bec Brideson, launched the Women With Agency project which advocates for gender smart procurement reform.
In seeking to “take the temperature” of attitudes in marketing procurement, Women With Agency asks brands to support women-founded creative agencies by putting them on their pitch list.
Brands can pledge support and also take a survey to share more about what they currently do.
The aim of the survey is to gain insight into current pitch methods and help provide greater visibility and opportunity for female-owned agencies in the creative industries.
Brideson said an important first step in this process is to understand how marketers are currently going about selecting and appointing agencies.
She is calling on marketers, brand CEOs, procurement officers, intermediaries and anyone who appoints agencies and puts pitch lists together, to get involved and support women-founded creative agencies.
“We are looking at why women-owned agencies haven’t thrived like their rivals and what are the best methods going forward to change that?” Brideson said.
“I’d love marketers from every industry to participate and honestly share their procurement practices – the good, the bad and the lack thereof.”
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