Women are making the transition into new media, technology and integrated brand stewardship easily.
The question should be asked, why is this? Is it because women tend to be more flexible in their approach to work? Are they better networkers, and extending their reach is a more natural way to progress than a linear climb through an organisation? Or is it because developing new skills in new areas is a logical way to grow as a professional?
The fact is that there are considerably more women at all levels of organisations in marcoms, and the numbers are growing. Take a look at the next generation of leaders who are currently the junior executives. Chances are there's a 2:1 ratio of females to males, with very little paranoia in either camp as to whether their sex will make a difference to their career prospects.
Marketing communications has traditionally been seen as a softer business discipline and as such more suitable to the relative strengths of women.
This is no longer true (if it ever was). Integrated communications require a diversity of skills, depth of insight into marketing strategies, and a long-term commitment to results. And it seems that within the industry there is an enormous amount of skill and understanding of new media and new marketing techniques. But is the confidence level in committing to new media as part of integrated campaigns as high as it needs to be?
Every day we come across women who have made the transition from discipline or line-based management into managing integrated models. There are some wonderful success stories to be told, but they are few and far between.
Much of the content generated about the industry is still very much grounded in discipline-led solutions, and the stories that are presented on integrated communications, tend to be more about creative consistency rather than focusing on the science behind integration.
Why is this? Why aren't more female industry leaders sharing their experiences?
It seems that on the whole, the females in the industry are too quiet at industry level conversations. One challenge right now is to focus more on the real issues and best-known methods of adoption of new media, new marketing techniques and integration, to move our businesses into the future. The other challenge is for women to increasingly share their high-level experiences and knowledge in public forums, and to be considerably more vocal about expressing opinions and ideas. And what better place to start than with the industry press driving more women headliners?
