SA adland gender representation survey results
The results of the first South African SheSays Survey on Gender Representation, created in partnership with Kantar, are now out. The study looks at the major trends for improving gender diversity and inclusivity.
The aim was to engage the local agencies, media houses and related companies to get an accurate and current reading on the gender split across agencies. A core group of 35 agencies participated, including sponsor M&C Saatchi Abel.
The results show a strong female representation within the advertising and creative industry as a whole, with 61% of roles fulfilled by women. However, it revealed clusters of male-dominated fields, predominantly at the director/C-suite levels and within tech/IT departments. Only 39% of senior creative roles (chief creative officer/executive creative director/creative director/creative head) and 43% of art director positions are held by women.
|Creative||CCO/ ECD/ CD/ CH||61% male|
|Creative||Copywriter/ content writer||54% female|
|Creative||Art director||57% male|
|Client service||Managing director||64% female|
|Client service||Business unit director||68% female|
|Client service||Group account director||67% female|
|Client service||Account director||81% female|
|Client service||Account manager||60% male|
|Client service||Account executive||78% female|
|Data & strategy||Strategic director||53% male|
|Data & strategy||Strategist||61% female|
|Data & strategy||Research/ other strategy||91% female|
|Data & strategy||Business/ data analyst||77% male|
|Production||Head of production/ scrummaster/ project director||56% female|
|Production||Project manager||86% female|
|Production||Traffic manager/ other production||97% female|
|Social||Social creative director/ content director||82% female|
|Social||Social media writer||76% female|
|Social||Social media strategist||71% female|
|Social||Social media manager||67% female|
|Social||Community manager||63% female|
The survey results suggest a paradox in terms of female-dominated research positions vs a largely male-dominated business analytics field.
When it comes to digital design and UX, 73% of men holds positions as design directors/leads and the same percentage of men fulfils roles as UX designers. Twenty-two percent of women holds positions in the business design sphere, encompassing UX architecture and interaction design.
For more, go to www.weareshesays.com/capetownsurvey .