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Confessions of a bAD Feminist

Confessions of a bAD Feminist
written by
Planit Agency
Planiteer

International Women’s Day 2018

I have a confession.

I’m a pretty shoddy feminist. 不要误解我的意思,我相信包容性以及进步对我们社会的重要性. Challenging stereotypes, ensuring women are given due credit, 甚至质疑缺乏女性参与——尤其是在开发直接影响女性的产品或服务时——都是朝着更好的方向进步, more balanced world. However, I’m not sure I’ve done much to improve gender parity, 我甚至利用了男性偏见,而不是抓住机会改变话题. As a female creative director and a former developer, 我非常熟悉我们行业中缺少女性代表的情况, 但我不敢公开讨论,甚至不敢庆祝成为这样一个小(但正在成长)的俱乐部的一员意味着什么. I’ve always felt like it was someone else’s story to tell. 冒着被贴上受害者标签的风险,分享自己在父权制下的经历? Hell no.

I know. Like I said, I’m a shoddy feminist, 直到最近我才意识到我是多么的失职. Luckily, 我团队里的一位了不起的女士给了我一本书和一个“女老板”牌作为圣诞节礼物——这个礼物唤醒了我.

Wait, She Did What?

在看了一系列内容丰富的书之后,我最初的目的是为了清理味蕾,于是我创办了简·马斯餐厅 Mad Women for a change of pace. While unfamiliar with her work, 我原以为女性对麦迪逊大道广告滑稽动作的看法至少会很有趣. What I hadn’t anticipated was that late one night, after a glass (or two) of wine and a pile of dirty dishes, 我开始意识到,我对广告史上最非凡、最有影响力的人之一——玛丽·韦尔斯·劳伦斯知之甚少. Sure, I knew of her and I’ve seen the agency Wells Rich Greene mentioned in Ad Age articles over the years, 但在阅读了一页又一页关于玛丽成就的轶事和故事后, sacrifices, and the genius in her leadership style—I was embarrassed.

我每周至少有一次钦佩丹·魏登和他的经纪公司打破业界惯例的本事, 追随大卫·德罗加富有远见的职业道路几乎是我的爱好. 杰夫·贝佐斯影响了我处理任何类型的客户购物体验的方式. Here I am, a female creative, 他是一个行业的学生,能够一口气说出无数的事实和比尔·伯恩巴赫(Bill Bernbach)和大卫·奥美(David Ogilvy)等人的励志名言, yet I knew nothing about this wordsmith Wonder Woman. These men are all remarkable, 但我怎么会没有注意到,我的创造性榜样名单中连一个单身女性都没有?

我最初的羞愧逐渐变成了一个令人担忧的职业意识:如果我不花时间去了解那些在我们行业中引领潮流的优秀女性,我敢打赌我的创意部门也没有人会这样做. Sigh.

The Internet Is Good For Something

Overwhelmed with curiosity, I began wandering the depths of the internet, reading everything I could about women like Susan Kare, Kat Gordon, CarolineJones, Gail Anderson, Phyllis Kenner Robinson, Susan Hoffman, and the list goes on. Decades ago, Shirley Polykoff通过她的Clairol运动改变了消费者的行为, 而今天,艾米丽·韦斯(Emily Weiss)对Glossier的新愿景正在颠覆美容范式. 他们的作品、他们的灵感、他们的故事、他们的奋斗——我对这一切都着迷了. 我反复地想:“该死,要是早点知道她的故事就好了。.”

During freshman year of high school, my art teacher Mr. Glover told me I’d “make a great creative director one day.“我不记得那个项目,也不记得我到底做了什么,引发了那种预感, 但我记得我一点也不知道创意总监做了什么, let alone why I’d be any good at it. My teenage brain quickly dismissed his observation, 现在我想知道,如果我做了研究,我会发现什么. Between Netscape Navigator and the school’s library, 我想我不会读到太多关于我今天发现的那些坏女人的书.

几年后,那位美术老师鼓励我从事设计工作. 我想我从来没有好好地感谢过他——感谢他是一位伟大的教师,感谢他是女性从事创造性职业的倡导者. The world needs more Mr. Glovers.

Really Rad Women

Planit有个房间贴满了著名的广告比如DDB的Think Small广告, and when I see the ad now—I can’t help but smile. 直到最近我才知道大众汽车什么时候想把甲壳虫带到美国.S. they didn’t really bid the work. 他们找到了处理奥尔巴赫账户的机构——菲利斯·罗宾逊账户. 没有她那令人耳目一新的智慧和她在文案中的谈话语气, 比尔·伯恩巴赫的克朗和利文森团队可能从未创造出有史以来最伟大的广告之一. Impressive, right?

This year, 普莱尼特的国际妇女节是关于菲利斯的故事,以及所有其他继续激发创造力、打破性别障碍的优秀女性的故事. From technology to design and everything in between, 我们的团队正在熟悉他们不会很快忘记的名字和贡献. And we aren’t stopping at Google searches. 我们正在将我们的学习转化为对每一位女性的创造性探索——作为一种庆祝她们的方式,并将她们的成就巧妙地贴满互联网. Call it a campaign. Call it social media content. We’re calling it #rADicalwomen.

Expect Nothing Less

而我个人的女权主义仍在进行中, 我致力于平衡我们行业的对话. I’ll seed these #rADicalwomen 在头脑风暴和与客户的对话中,我对他们的男性同行怀有同样的敬意. 我们的创意视野将会扩大,我们的工作也会因此变得更好.

I used to love being the underdog, 当你经常是房间里唯一的女性时,这样的机会就很多了. Turning doubt into deference felt incredibly gratifying, 但做失败者的麻烦在于,你几乎总是要更加努力地工作,同时还要努力地保持领先.* Burnout is inevitable. So ladies, 我要对所有你们这些注定要成为广告业伟大人物的年轻程序员和有创造力的人说,不要因为处于劣势而感到舒适. Getting acquainted with these #rADicalwomen 这提醒了我,我们的座位不应该在男同事的身后,而应该挨着他们. Expect and graciously accept nothing less.

 

*You don’t have to take my word for it. Back in 1963, 来自DDB的可爱的Paula Green为Avis写了一些有史以来最具煽动性和革命性的广告. At the time, they were No. 2 behind Hertz, and her “We try harder. (When you’re not the biggest, you have to.)” just about sums it up.