Thank God I’m a woman: why it's never felt better to be a female in creative leadership

What a time to be a female leader. Our industry has never felt more open to gender diversity, and I see more and more women* in creative leading roles. 

In my country, Germany, we have Ogilvy Germany, VML Germany, DDB Germany, Leo Burnett, part of Jung von Matt, Scholz & Friends Düsseldorf, PuK, my own office, Serviceplan Group Berlin, under female creative leadership. Looks like the glass ceiling has finally shattered. 

 You’ll never be good enough in the eyes of some, so scrap that and just start. 

Well, not really. The 2024 Annual Index GWPR (Global Women in PR) claims that our industry is losing most experienced female leaders. So what can we do to make the next few years the best ever to be a female creative leader, and how do we keep rising women up into the front row? 

Once you take over for good, pull more women (and members of overlooked communities) up. 

Watch me

Yes, you have to see it, to be it. I am putting my face and thoughts out there, to be seen, so other females can see me, and most importantly – see themselves in me. Am I always right, the brightest, or the best? No, but I am a living and breathing example that a woman in her 30s can be at the top. 

So, win!

Stealing from Nike here (as everyone should), you cannot win as a woman (not yet), so win anyways. Most of us are still believing they must be perfect, the 200% package to excel at their job or to claim the top. The answer is: no. You’ll never be good enough in the eyes of some, so scrap that and just start. That doesn’t mean to arrogantly believe you can do everything (being a “Girlboss” really isn’t the goal here) but it means that you are always ready to accept the challenge and demand the support you need to win. 

Stop that nonsense of thinking you are less worthy just because they specifically asked for a woman. It’s not only arrogant, but also anti-feministic.

Gang up

Make men in power your besties. Look, no one leaves the spotlight on a volunteer base, so make them share it first and then take over. For many men it’s still hard to share their guaranteed spot on a prestigious jury or in a creative summit or interview format. Help them. Become their bestie, not their enemy, so you both profit from sharing the spotlight. Man, they can even feel like real feminists – and once you take over for good, pull more women (and members of overlooked communities) up. 

Stop overthinking why you are there – BE THERE. Once you are in the room you will be of significance.

Let the clients lead the way

When was the last time you had a meeting with only male clients? This has become very rare, great. It allows you to look at your own structure and question your own set-up. One formula could be, for every woman on client side, we bring 1.5 on agency side.

Be the circus pony

So many of us claim “I only want to be in the meeting room for my competence, not just because I’m a woman”. Frankly, I give a flying duck. Stop overthinking why you are there – BE THERE. Once you are in the room you will be of significance. Trust your own smartness to make it worth your time, no matter the original intention. At some point no one will ask how you got there, but how you managed to stay.

Whenever (white) men start to panic it’s because the witches (women) are visibly working their magic – aka, women are changing the status quo and men in power are afraid. 

Get comfortable putting gender first

I get many headhunter calls that start with: “We are especially looking for a woman for this role.” – I used to roll my eyes and be like: “Why did you say that? Why aren’t you looking for the best?” That does not mean that your qualifications are second. But please, stop that nonsense of thinking you are less worthy just because they specifically asked for a woman. 

It’s not only arrogant, but also anti-feministic, by seeing this as a de-valuation of your worth you are actively harming the movement. Please stop. If they call you, just accept the flowers, don’t question the motive (see point “be the circus pony”).