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3%. That’s how many advertising creative directors are women. Less than women in congress, the C-suite, or behind the director’s camera. What gives? The reasons “why” are debatable, but center largely around the family-unfriendliness of advertising. The job demands and vampire hours cause most women to lifestyle out of advertising right as they’re most valuable. A new conference aims not to fix the problem, but to celebrate the prizewinners: the few women who make up the elusive 3%. The 3% Conference, slated for October 20-21 in San Francisco, features a lineup of women who have valuable knowledge to share with brands seeking to connect with women consumers. The timing couldn’t be better. Women control 80% of consumer spending, yet report overwhelming dissatisfaction with the ways advertisers market to them. Brands are at a loss for how to win with this market, knowing that it can make or break their profitability. In a world where ad dollars have to work harder than ever before, brands know they cannot woo the gatekeepers of $4.3 trillion of spending by using messaging crafted -- or green lighted – almost solely by men. Female creative directors with proven success marketing to women are storytellers from the frontlines. The case studies and pointers they share at the conference will be welcome marching orders for brand managers from every consumer category. The speaker lineup is still being finalized, but will include locals like Millie Olson of Amazon Advertising, DeeAnn Budney of The Hive, and Kat Gordon of Maternal Instinct. CDs from other cities coming to share wisdom include Mary Dean of KickSkirt (Austin), Stephanie Holland of Sheconomy (Burmingham), and Mary Lou Quinlan of NY’s Just Ask a Woman. Rounding out the CD speakers will be authors and trend-watchers in the marketing to women space, along with a “Guys Who Get It” panel. Brands and agencies interested in sponsorship and attendance can learn more at www.3percentconf.com or on Twitter @3percentconf.
Kat Gordon is the Creative Director of Maternal Instinct Marketing, A Bay Area
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