On International Women’s Day, TBWA\Chiat\Day LA and NY will be using their advertising skills to celebrate and promote small, local female-run businesses and entrepreneurs.
“Her Business is Our Business” will run for the month of March. In line with international theme #BeBoldForChange, both agencies will partner with four small businesses located close to each office (some within walking distance), creating assets pro-bono and then promoting each brand for a week with a small media budget provided by the agency. Additionally, each brand will be supported by an all-female team across all departments including account, creative, strategy, planning and production.
TBWA\Chiat\Day LA is partnering with Good Dirt LA (a community pottery studio), Heidi’s Salsa (a brand that has grown from a farmers market stand to being in 1000 stores), G-Loves & Gelometrics (a company specializing in gloves and wrist supports for exercise) and Hotcakes Bakes, a bakery and specialist cake shop.
In New York, businesses include Gigi’s Doughnuts (specializing in dairy-free doughnuts), social enterprise start-up SUPERSMITH (a business run in a converted Red Hook warehouse, fully equipped for people to rent for woodworking and general furniture fabrication), athletic apparel company JUJA Active, and LOLA (a company delivering organic feminine care to your door).
“I’m proud that we’re recognizing International Women’s Day by putting our collective skills and talents to use for the amazing businesswomen in our community,” says Kirsten Rutherford, the TBWA\Chiat\Day LA Creative Director leading the project.
"This is a terrific opportunity for young female talent within the agency to own a project and the client relationship from start to finish. As a mentor, it has been wonderful to see their excitement, commitment and their innovative ideas come to life. When women help women we all win,” added Trish Schmitt, Global Creative Director, TBWA\Chiat\Day NY.
Erin Riley, President of TBWA\Chiat\Day LA commented "It is a privilege for us to work with these great women entrepreneurs and to help locate their brands in culture using the same resources and disruptive thinking that TBWA has used on some of the world's most iconic brands."
Nancy Reyes, Managing Director of TBWA\Chiat\Day NY, said "The idea to support women-led businesses by using our presence in society and culture is a fresh approach. I love the focus on taking real action to make a difference for women of the business world. For the month of March we will see a number of women-led businesses take the spotlight, and I'm proud of TBWA for giving them the platform to do so."
TBWA’s Take The Lead program’s mission is to achieve a gender-balanced workplace. Launched in 2015, Take the Lead has a stated goal to increase women in leadership roles across the TBWA network by 20% by the year 2020. The initiative asks each TBWA office to activate initiatives locally to bring awareness, spark conversations and make concrete strides to support women in their agencies and communities.