3 REASONS WHY SUPERHUMAN CREATIVE IS A GAME CHANGER FOR BRANDS
Sandra Peat
I help Organisations drive growth through Brand Behaviour (Ex JKR, Bacardi Global Brands & Red Bull UK)
Cannes Lions 2018, the festival of creativity, bursts into action today providing a high profile stage to address the gender imbalance in senior creative leadership.
It is estimated that women make up 46% of the advertising industry, but account for just 11% of creative directors. As both a Cannes Lions judge and mentor in the See It Be It initiative we are evangelistic believers in action speaking louder than words and this principle is central to our unique creative offer. We have put a framework in place that means, whether the brief is a female-focused NPD or a brand that wants to better connect with women, our creative is always on the money for our clients.
ABUNDANCE
Much has been written about the woeful lack of female creatives across the marketing mix currently recorded at 11%. Recent research, by Creative Equals, ascertained that a tragic 70% of young female creatives are working in a department with a 75% to 25% male to female split.
At SuperHuman we have quite simply raised this 11% to 100%. Whether a creative hack or a writing room we make sure we have an abundant team of female creatives resulting in authentic, intuitive and genuinely engaging campaigns created for women by women.
INCLUSIVITY
In his book Creative Confidence, David Kelly talks about how self-efficacy is the key to creative success. It is therefore not surprising that one of the reasons for the dirge of female creatives is the intimidating ‘lad culture’ environment in a majority male creative department. At SuperHuman, having experienced this first hand, we take great pains to create invigorating, nurturing and safe environments where creative ideas flow easily.
DIVERSITY
The positive impact of diversity on creativity is well documented but still not always readily applied. At SuperHuman we mix up our creative pool, often, to integrate different points of view and multiple unique insights that when combined create that eureka idea or campaign. A typical ideation session will involve marketing creatives, media editors from print and TV and industry specialists.
You won’t find the same creative team from the same marketing discipline working on your creative challenge. Great people most definitely don’t think alike in our view.
If you would like to talk to us about SuperHuman Creative you can get in touch.