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INSPIRING THE WOMEN OF TOMORROW
11TH OCTOBER 2017
At Engine, changing the industry's attitudes and actions towards divsersity is one of our top priorities. So, we were delighted when Campain and the IPA approached us and asked us to create to a series of bold, provocative print ads to launch the fourth annual Women of Tomorrow awards.
The awards, co-created by Campaign and the IPA are designed to find and celebrate the next generation of female leaders within the advertising, media and marketing industries.
We pulled together a bespoke team from creative agency WCRS and customer experience agency Partners Andrews Aldridge to tackle the brief, which asked us to get brilliant and talented women from across the industry to step out of the shadows and seek acknowledgement for their achievements by submitting an application for the award scheme.
Our strategy is focused on tackling the stigma that often prevents women in the workplace from standing up and taking credit for their achievements for fear of being viewed as too assertive or ‘pushy.’ The resulting creative is designed to highlight the fact that seeking recognition will not only benefit their career, but also sends a message to other women that it’s OK to be good at your job and even better to be recognised and rewarded for it.
The first two print ads in the series (pictured above) launched in the November issue of Campaign’s new monthly print magazine on Monday 9th October. They will be supported by leaderboard and MPU ads and additional print as well as a series of podcasts and an event at our Great Portland Street HQ on Thursday the 9th of November.
At Engine, we launched our own gender diversity initiative, Better With Balance, in Spring 2016 with the aim of achieving 50/50 male / female representation at board level by 2020. Since then, a number of women have received mentorship through the scheme. We've also rolled out compulsory unconscious bias training for their entire business and recently launched an LGBT+ network.
Further work will launch in Campaign magazine and on the Campaign website in the coming months.
Debbie Klein, CEO, Engine Europe and Asia said:
“Engine is committed to making a difference on diversity through championing a culture change and tangible actions.
I hope that this campaign encourages some of our industry’s hidden female talent to step out of the shadows and claim the recognition they deserve."
Jo Moore, Creative Director at WCRS said:
“We wanted to create a campaign that speaks to women who excel in their role, but hold back from putting themselves forward and getting recognition for their successes.
The clear call to action resonates and encourages women to apply to be an inspiration for the future as well as helping to create the next generation of female role models.”
Agency: Engine (WCRS and Partners Andrews Aldridge)
Creative Director: Jo Moore
Creatives: Gina Ramsden & Freya Harrison
Agency Producer: Liz Boothby
Account Handling: Vicky Janaway, Izzy Weir
Strategy: Erminia Blackden
Agency Designer: Sara Neves
Production: Alex Honnor, Stefanie Forbes