Obstacles Female Marketers commonly Encounter
During Women's History Month, Adweek hosted a video series where brand and agency executives shared career advice for women marketers. The discussion focused on the current challenges women and women of colour face in the marketing industry, and the importance of empowering marketers to overcome these obstacles.
The speakers, including Nancy Reyes (CEO of TBWA\Chiat\Day New York), Cindy Gallop (advertising veteran and founder of Make Love, Not Porn), God-is Rivera (global director of culture and community at Twitter), Kenya Brock (head of marketing and communications at We Are Rosie), and E.T., emphasised the importance of authenticity, consistency, empowerment, and adaptation in the evolving marketing industry.
One key piece of advice was understanding and speaking authentically to women. Marketers must develop a nuanced, real-time understanding of women's lives, values, and preferences to communicate effectively. Authenticity fosters loyalty and long-term brand growth.
Another important aspect discussed was staying consistent yet fresh. Consistency in message and platform builds brand mental availability, but execution needs ongoing innovation to remain relevant. For example, Dove evolved its Real Beauty campaign from countering photoshopped ideals to addressing AI's impact on self-image, reflecting the need for brands to adapt while maintaining core values.
The speakers also underscored the importance of confident self-advocacy and risk-taking to advance careers. This mindset is critical to overcome industry barriers faced by women of colour and marginalized groups.
The leaders highlighted strategic foresight and continual skill-building as essential to thrive in marketing's rapidly changing landscape. They emphasized the need for events that guide women to adapt, lead, and excel through lessons from their journeys.
Finally, celebrating achievements of women marketers reinforces the importance of raising profiles in the industry to inspire others and challenge systemic inequalities. Dianne Beltran's recognition was mentioned as an example.
The video series provides valuable insights on the challenges and solutions for women marketers during Women's History Month. It continues to provide guidance and inspiration for women marketers, encouraging them to build authentic connections with audiences, evolve their personal and brand messaging, embrace leadership roles, and confidently invest in their career growth.
- In the evolving marketing industry, it's crucial for marketers to develop a nuanced, real-time understanding of women's health-and-wellness, along with their values and preferences, to communicate effectively and foster loyalty, contributing to long-term brand growth.
- To thrive in marketing's rapidly changing landscape and advance careers, it's essential to adopt a confident self-advocacy and risk-taking mindset. Particularly for women of color and marginalized groups, this approach can help overcome industry barriers and make strides in diversity-and-inclusion.
- In the finance sector, empowering women marketers means celebrating their achievements, such as Dianne Beltran's recognition, as it reinforces the importance of raising profiles in the industry, inspiring others, and challenging systemic inequalities.
