More female voices will be heard and considered in advertising and media if agencies \u201coverhire\u201d and enact their own mentoring programs. Then there\u2019s the hard reality that money still talks, according to Nancy Reyes.<\/p>\n

\u201cDemand it from your agencies, demand it from your media partners, and threaten to withhold the dollars unless they fulfill that demand, because that\u2019s how the world works,\u201d says the President of TBWA\\Chiat\\Day NY. \u201cIt\u2019s powered entirely by money.\u201d<\/p>\n

One of the more widely known industry efforts for accurate portrayals of girls and women in advertising and media is the #SeeHer<\/a> movement started by the Association of National Advertisers in 2016, the same year Reyes started at TBWA\\Chiat\\ Day NY. In this interview with Beet.TV, Reyes talks about the need for female influence in the creative process and the agency\u2019s Circle of Women mentoring program that Reyes has spearheaded.<\/p>\n

\u201cIn marketing, media and advertising we pride ourselves on being a microcosm of the larger world,\u201d Reyes says. \u201cAnd we can\u2019t pride ourselves on being that microcosm if we actually don\u2019t reflect what the real world looks like. So without that woman\u2019s voice in the creative process or any part of the process, we\u2019re not really being genuine to the mission we have.\u201d<\/p>\n

That necessitates not only mentoring younger talent at agencies but looking for different kinds of talent in places agencies have overlooked, according to Reyes, who rose<\/a> from Managing Director to President of TBWA\\Chiat\\Day NY in July of this year.<\/p>\n

\u201cI don\u2019t think that women, I don\u2019t think women of color, I don\u2019t think they\u2019re all hiding in some secret place that we all haven\u2019t found,\u201d says Reyes. \u201cI think they\u2019re probably right in front of us the entire time but we have to grow them and nurture them and develop them in ways that we haven\u2019t really been doing in the past.\u201d<\/p>\n

Going a step further, Reyes advocates \u201cover-hiring\u201d such prospects \u201cbecause we have to correct the system. In over-hiring, I think if we can mentor these folks and develop them, then we will even it out in a better way.\u201d<\/p>\n

The agency\u2019s Circle of Women initiative began after executives asked female employees what they needed and how they felt about being a woman in the business. \u201cTheir main feelings were around a lack of voice, a lack of presence and a lack of confidence,\u201d Reyes says.<\/p>\n

Circle of Women identified 17 women \u201con the cusp of leadership\u201d and gave them free executive coaching. In return they were asked to mentor two to three women underneath them \u201cso that in that way we would constantly create this everlasting pipeline of female leaders. The most important thing for me is more than half of the 17 are women of color.\u201d<\/p>\n

As for demanding more inclusion from companies with which agencies work, Reyes says, \u201cwe have to put our money where our mouth is on the topic.\u201d<\/p>\n

You are watching Gender Equality Means Business, a Beet.TV<\/a> series presented by Meredith Corporation in partnership with #SeeHer. For additional videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

More female voices will be heard and considered in advertising and media if agencies \u201coverhire\u201d and enact their own mentoring programs. Then there\u2019s the hard reality that money still talks, according to Nancy Reyes. \u201cDemand it from your agencies, demand it from your media partners, and threaten to withhold the dollars unless they fulfill that […]<\/p>\n","protected":false},"author":17,"featured_media":56877,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7572],"tags":[5961,6181,7297,7567,7580],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/56804"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=56804"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/56804\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/56877"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=56804"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=56804"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=56804"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}