The 3% Conference 2012

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Join agency owners, creative directors and others at the 3% Conference as they uncover why advertising remains a boys club in a woman's world

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Beyond Conquering the World: Pursuing Women's Happiness

Sally Thornton, founder of Forshay, looks at women's happiness in marketing and human resources and finds that moving beyond "conquering the world"  to set meaningful goals is key.

Cindy Gallop: When Given the Choice "Be the Bitch"

Cindy Gallop, founder of IfWeRanTheWorld and Make Love Not Porn, challenges women to be assertive and speak out against inequality in their industry.

Cultural Geography: Testimonials on Gender Inequality

Jean Grow, an advertising professor from  Marquette University, reads testimonials from ad women in Spain about the gender inequality they experience in their field.   

Cynthia Maller: Taking Responsibility For Your Failure

Cynthia Maller, Global Creative Director at PayPal, talks about her rookie year in advertising and how she learned  that taking ownership of your work means owning up to your mistakes.

From Agency to Industry: Women Must Own Their Expertise

Nancy Hill , President and CEO of 4A's, and Jennifer Pozner, founder of Women in Media and News, agree that  learning to be successful means  "owning your expertise"  and  promoting yourself in your industry.

Have It All: Adwomen On When to Be A Mom

Kristi Faulkner, founder of WomenKind, and Liz Paradise discuss how maternity leave and being a mother factor into a career in advertising and how "the right time to start a family is when you're ready."

How Gender Bias Affects Your Chances of Getting Hired

Lori Mackenzie from Stanford's Clayman Institute for Gender Research reveals how gender bias affects our image of a profession, citing a study that shows how applicant's gender effects starting salary and overall chances of being hired.

Interact: Creative Directors Evolve for Digital Clients

Shira Bogart, Group Creative Director at AKQA, explains how clients working in digital media now expect creative directors to be more involved and engaged in online marketing campaigns.

Jennifer Siebel Newsom: Stories That Challenge Sexism

Jennifer Siebel Newsom talks about  the "insidious and subtle" stereotyping she experienced while promoting her documentary Miss Representation and how women can create a cultural shift through storytelling.

Pink Ghetto: Working in a Male Dominated Industry

Karen Mallia, associate professor at University of South Carolina, faults the male-biased awards system for the lack of recognition of female creative directors.

Show Up As You Are: Rebecca Rivera on DIY Social Media

Freelance digital writer Rebecca Rivera shares advice on how to become a "social animal" and how creatives can be prolific and secure online.

Sisterhood and Sorority for Women in the Ad World

Cheeraz Gorman from Alchemy 7 Creative, asks women in the creative departments of ad agencies to make time to become mentors and to recognize the diversity of women in advertising.

Using Gender Diversity as a Competitive Advantage

Eleven Inc. CEO Courtney Buechert notes that men are more receptive to the idea of considering more women as creative directors when the issue is looked at through the lens of competitive advantage and leveraging talent.

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About this conference

Only 3% of advertising Creative Directors are women, despite the fact that female consumers control upwards of 80% of spending in the U.S. Join us September 27 for a long-overdue conversation about why advertising remains a boys club in a woman's world. This will not be a gripefest. We will problem solve, story tell, trend watch and square off with some of the best minds in advertising, gender research, and human resources. Who should attend? Men + women who are Agency Owners, Creative Directors, Creative Recruiters, Enlightened Clients, Junior Agency Creatives, Advertising Students and Industry Watchers.

About The 3 Percent Conference

Kat Gordon worked for 20 years as a Copywriter/Creative Director and saw firsthand how women were often left out of pitches and important meetings. She describes the “Ultimate Emperor’s New Clothes Moment” of her life as the day her agency pitched the Saab car account with 16 men and one woman and then was mystified why they didn’t get the business.

Years later, as Kat ran her own agency that specializes in marketing to women, she became aware of the snowballing power of the female consumer.

“There are only three consumer categories where men dominate purchases, yet agencies still talk about ‘women’s accounts’ as mops and makeup. The truth is that women are the superset, not the subset, and the rate at which women are amassing wealth and exerting influence is unprecedented. Yet the work that is supposed to motivate them springs almost entirely from a male perspective. The advertising business is a $33 billion industry. Misunderstanding female consumers, from a business perspective, is sheer lunacy.”

After years of wondering “why isn’t someone addressing this as the huge business issue it is?” Kat slowly realized that perhaps she was that someone. She began researching the many reasons why women only represent 3% of Creative Directors. Most of the issues start with a two-word phrase: lack of. Lack of support for motherhood, lack of mentorship, lack of awareness that femaleness is an asset to connecting to the consumer marketplace today, lack of celebration of female work due to gender bias of award juries, lack of women negotiating their first agency salary and every one thereafter.

Kat then put together an agenda to combat these issues with an equally powerful two-word phrase: how to. The 3% Conference teaches men and women in agencies and on the client side how to address these issues in new ways and offers something that has been sorely lacking for female creatives: a sense of community.

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