Why women in advertising don’t need men to empower them

Our perennial industry conversation about what the advertising business can do to empower women is a little out of tune for me. I think it’s because the premise is what men can do for women. The greater power comes from what women do for each other. 

We have more women chief marketing officers, chief creative officers and CEOs, yet a 2022 HubSpot study finds 90% of women have experienced imposter syndrome. It shows up in a tendency to overthink or psyche ourselves out because we’ve seldom had the chance to try, fail and learn over the centuries. 

We can change this with a more concerted, disciplined approach to encouraging and inspiring each other. It’s not about others creating policies for us. The basics of success in advertising—creativity, discipline, grit, resilience, and respect—have no gender bias. And women are a woman’s best allies. This goes double for women of color, who remain severely underrepresented in leadership. 

We just need to collectively agree to lead by example, which starts with how we need to let ourselves be:

Have an opinion

More often than not, you’ll be the only one in the room who does. Corporate culture discourages defined, mature views on inexact subjects such as marketing. That’s why people with opinions have power, regardless of management level. Do your research, read everything you can and know your sh*t. You’ll seize the topic while others are waiting to see which way everyone else is tilting. 

Run in packs

In some business cultures, only men have been available to run things. So, men naturally form packs. When surrounded by one, it’s easy to feel your voice and vote are diminished. Know this: A project discussion that intones locker room or man cave is surmountable when women work together. A group of women, even just two, is at least as mentally adroit as a bunch of dudes with a head of steam. When we have each other’s backs, the momentum swings in our direction. Just speak up, stay together intellectually, let the rationale of the conversation rise and reason will prevail every time. 

Compliment consciously and consistently

We high-five each other all over the place—in sports, for fun, for grabbing the best parking spot. We need to do it more consciously at work; it’s essential to the pack. Compliments dissolve self-doubt and they matter more when they come from a woman.

Send it!

In extreme sports, only the extraordinary survive. Pushing into uncertainty to achieve the extraordinary is termed “sending it.” There’s no room for hesitation or self-doubt. Practice acting on instinct, then show other women how. It’s a skill that can be strengthened like a muscle. 

Command conversations

Women tend to yield to colleagues, especially men with more seniority, and are often cut off, interrupted and overlooked. We don’t have to lead a meeting to take over a conversation. More than just speaking up ourselves—which is critical—we need to look out for the woman who’s too polite to interrupt, disagree or claim credit for ideas and results. And we need to prompt her to speak up and claim the credit on the spot. 

Ban the apology

Somewhere back in the day, advertising women started apologizing for all the little things—a typo, a minor correction, a rescheduling—to keep peace in the room. We need to cancel the apology instinct and remove “I’m sorry” from our vocabularies; these only reinforce self-doubt. 

Make a brag book

Just for you. Record all your accomplishments, with words, photos and videos. Look at it ritually. Celebrate it. Then make one for a young woman to help kick her off. You’ll shine brighter, too. 

Advertising is a team sport. When women play as a team, we change things. Just look at #metoo. We know who we are and how we succeed. When we focus our energy on elevating ourselves and each other in everyday ways, we’ll lift the industry altogether.