Invisible Creatives is an initiative to get more (often overlooked) female creatives in the industry. Currently, only 11% of all creative directors at ad agencies are female, a statistic we’re all very familiar with. And although there are a plenty of initiatives out there to get more women in the industry (talks, conferences, programs, and even t-shirts, tote bags, you-name-it), there isn’t a simple, tangible tool to make the process of finding female creative talent more efficient.
Maddy Kramer (Senior Art Director, Saatchi&Saatchi NY) and Laura Visco (Creative Director, 72andsunny Amsterdam) joined forces to create Invisible Creatives. An initiative to help fix the gender ratio in the advertising industry, by creating the largest female creative database featuring the work from women all around the world. Ambitious as it may sound, Kramer and Visco have received over 150 submissions in a week, including books from Qatar, Serbia and Chile. And they even got a retweet from Cindy Gallop. The database has a heavier focus on junior, mid-level and senior talent
Kramer and Visco are currently looking for ad recruiters and agencies to pledge to consider at least one of the female creatives in their database for potential job opportunities. If more women are considered, the more chances they have to get a job, and to end the underrepresentation of women in creative departments worldwide. Having more female representation will also impact the way women are represented in advertising, and that benefits society as a whole.
“I believe that Invisible Creatives is the first step to visually see how much female talent there is in the industry and which country is lacking. Also, we believe that together with agencies and headhunters, we can find what is not working and fix it. It’s time to stop talking and start doing”, says Maddy Kramer.
‘The name is a bit sassy, yes. We want inVisible Creatives to become a tool to find talent that is often overlooked, so there are no more excuses for not hiring the best female creatives out there. I’m lucky to work in a place that understands the value of diversity, but I know that’s not always the case. We need this industry to understand that diversity is not a moral issue. It’s a creative one”, adds Laura Visco.
If you are a female creative, please submit your portfolio to be added to the inVisible creatives database. If you are an agency or a headhunter, pledge by simply visiting the website and letting them know that you are adding some of the featured talent in your scouting plans.