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Gender always causes a stir, no less so in adland.

There's been an awful lot of heat generated over the past week about a piece written in Adweek, by Grey's newly promoted chairman Nils Leonard, on the subject of the creative of the future.

It's got a lot of people very annoyed, and a lot of people are annoyed at the fact that people have got annoyed. The effect of this has been to get people talking about women in creative depart- ments; this is a good and important thing to be talk- ing about.

The first line of the arti- cle doesn't help, though: "The perfect modern crea- tive is a woman." Quite a few people have objected to that, plenty of them women. Any blueprint for the creative of the future should take gender out of the equation, because being male or female is irrelevant to how good you are. It's just that it might not be irrelevant to how good you are allowed to be.

Anyway, there's not muchwrong with the ensuing picture painted of a col- laborative, inspiring and inspired creative, though I reckon brilliant creatives should reserve the right to fight doggedly for ideas they really believe in and sod collaboration some- times. And if the pronoun attached to this fantasy creature is "she" rather than the default "he", should that be a problem?

I do know that the bril- liant Cindy Gallop thinks it's spot on and read the article out to an audience at Advertising Week in New York, where it received deafening applause. And I know that some women find it benevolently sexist and utterly patronising.

Whatever your view of the issue, it's worth noting that the number of female creative directors in the US isnowupto11.5percent- from the original 3 per cent stat nine years ago. That's an increase of more than 300 per cent. But it's still awful and progress is actu- ally painfully slow.

The other thing to note is that Grey London is pro- ducing far better creative work now than it was under the old regime. There are lots of reasons for that, but there's no doubt that better creative talent - plenty of whom happen to be female, including Vicky Maguire and Hollie Newton - has made a big difference. The formula is working.

It has got people talking about women in creative departments - a goodand important thing to be talking about

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Publication:Campaign Middle East
Date:Oct 26, 2014
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