L’idea è venuta a Valentina Amenta, direttore creativo FCB Milan, o meglio, è stato grazie a lei che questo giro di microfoni è nato, alla ricerca di direttori creativi donna. Perché, diciamolo, era da tempo che youmark ci pensava, ma non sempre siete così palesi. E’ vero siete poche, ma in più, e qui magari un mea culpa va fatto, ve ne state un po’ in disparte. Non che le luci della ribalta siano sinonimo di valore, ma se non comunicate, il rischio è il calzolaio dalle scarpe rotte. Invece c’è bisogno di conoscervi. Dovete fare squadra, in nome di una professione e di un mercato che senza il vostro sguardo avrebbero molto da perdere. Tornado a Valentina, quindi, grazie per averci supportato nel segnalarci i vostri nomi e ne definire con noi delle domande che vogliamo porre a ognuna, intervista dopo intervista, sino a conoscervi tutte. E grazie anche a tutte oloro che ci stanno spontaneamente scrivendo allargando la portata della nostra ricerca.
Vi presentiamo Nancy Crimi-Lamanna, Chief Creative Officer FCB Canada.
Why are there less female creative directors than male ones?
“Fewer women reach the top of agency creative departments even though the graduates from advertising portfolio schools and advertising programs are pretty much equal parts men and women. So, while women are starting creative careers in advertising, they aren’t staying in them. The data shows that many are leaving these jobs after 7-15 years and therefore never make it to the creative director role”.
Although there are many women in this industry, why is it more unlikely for them to achieve high level roles? What would you change?
“What we need to understand is why they’re leaving and how we, as industry leaders, can help change that. For example, how can we help them feel supported during and after maternity leave? In a business known for its grueling hours and irregular schedules, how do we give them better work/family balance? And how do we give them the female role models they need to see that it’s possible, when there are fewer role models to connect with?”.
In your personal experience, what is the greatest difficulty you have found and to whom or what do you give the credit to for having made it?
“It took me a lot longer than my male counterparts to become a creative leader. Certainly bias played a role in that, but sadly, so did the birth of my two children. I found my career paid a price each time I took time off for maternity leave. From losing my job when I came back to being passed up for promotions and pay raises because I was seen as less committed to my job as a mom. It really left me feeling undercut and stuck. I credit my incredible support system at home for my success. From my happy, healthy and independent kids to my partner for supporting my career regardless of how often it takes me away from the family. I tell many of the women I mentor that the greatest thing they can do for their careers is to have a partner that’s invested in their success and celebrates it with them”.
What is the campaign you are proud of the most and which is the one you would have liked to sign?
“I’m most proud of the work we’ve done over the last four years for the Canadian Down syndrome Society. We’ve made a real difference for the community both tangibly and perceptually. From Down syndrome Answers, a campaign that helped expectant parents find the answers to their most agonizing questions at the moment of diagnosis, to this years’ campaign, Project Understood. This project aims to ensure that the future of voice technology includes people with Down syndrome. To that end, we’ve partnered with Google to have people with Down syndrome train their algorithm to better understand them and eventually, all people with atypical speech”.
Upcoming challenges?
“The greatest challenge for any CCO is always the question, ‘What’s next?’. What we’ve created today won’t get us to where we need to be tomorrow. We’ve won Digital Agency of the Year four years in a row in Canada yet rather than celebrating it, winning it a fifth year is what keeps me up at night. How do we consistently innovate for our clients so we can set ourselves apart in a category that’s commoditized creativity over the last 20 years? Doing great work for one client, one year is a good benchmark for an agency, but doing great work, year after year, across multiple clients is the far greater challenge for me”.
About Nancy
Nancy accidentally became one of Canada’s first interns when she offered her copywriting services free of charge over 25 years ago. Eventually she went on to become a salaried employee and an awarded creative working at agencies ranging from small independents to large multi-nationals. While there, she led many of Canada’s largest brands and created some of Canada’s most recognized campaigns. Her work has been awarded nationally and globally at virtually every show including the Cannes Lions, D&AD, London International Awards, CLIO’s, Effies, One Show and was recently ranked among the top 10 Creative Directors in Canada. She also has the distinction of bringing home Canada’s first Integrated Lion for her Ministry of Health Social Smoking campaign and creating the most awarded Canadian Campaign in 2017 at Cannes. ‘Down Syndrome Answers’ was also recognized by the UN on World Down syndrome day and chosen as Adage’s best campaign for good. It’s innovative work like this that has helped make FCB Toronto Digital Agency of the Year 3 years in a row and the most-awarded Canadian agency at Cannes, 2 years in a row. Last year, she was chosen by Adweek as one of 33 Brand Stars that are shaping Toronto into the creative hub it is today. Beyond creating iconic campaigns, Nancy is an industry thought leader: She’s an inaugural member of the Times Up Advertising movement addressing gender inequality and has committed FCB Canada to #FreeTheBid, an effort to enlist more female directors. Occasionally, Nancy still works for free judging both local and international shows, being on the advisory board of the Advertising and Design Club of Canada and looking for the next generation of interns as Co-Chief Creative Officer at FCB Toronto.
