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 Debbi Vandeven, Global Chief Creative Officer VMLY&R
Why are there fewer female creative directors than male?
“Fortunately, this is changing, but historically women have taken on the role of primary caregiver for the family, and working in this very demanding industry can be a challenge when your family needs you. Of course, this industry also offers options like freelancing, that let you still stay somewhat connected, but it’s often hard to step away and then come back in at the same level. Many agencies like VMLY&R look for more flexible working arrangements for our employees that will hopefully help retain both women and men”.
Although there are many women in the industry, why is it more unlikely for them to achieve high level roles? What would you change / what needs to change?
“We need to keep looking at experience through different lenses. Experience in an agency setting is one possibility, but other types of experiences need to be pushed forward and considered equally valid. It will only add to our diversity of thinking as we bring teams together to develop ideas for our brand partners. We also need to keep looking at ways to bring more flexible options into the workplace — for women and for men — so everyone can bring their whole selves to work and totally be there for their families whenever needed, too”.
In your experience, what’s is a challenge you’ve experienced and to whom or what do you give the credit to for having made it?
“Bringing VML and Y&R together over the past year certainly had its challenges. After all, we were merging two very different histories and agency cultures. But I give an incredible amount of the credit to my global creative leadership team. This team is a great mix of both VML and Y&R leaders, and together we made quick decisions Our team had selfless attitudes, no egos and a spirit of collaboration from the beginning. With a focus on our core values as an agency, we’ve worked on global projects as a team and kept the focus on making great work”.
Name one campaign you are most proud of? And one campaign you wish you made?
“Of course, I couldn’t be prouder of The Last Ever Issue from our VMLY&R team in Poland. Not only did it win the coveted Grand Prix in Glass at Cannes this past year, it created true positive cultural change in Poland. And what more can we hope for from our work?
As for a campaign I wish I’d made, I would pick Apple’s “Share Your Gifts.” Not only was this a beautifully crafted animated film, it really spoke to my creative heart. What creative doesn’t worry about putting the things we create out into the world — and how thrilled are we when people respond to our work in a positive way?”
What are the industry’s biggest upcoming challenges?
“Our client partners are facing so many diverse challenges, but I believe one of the most challenging goes beyond pure advertising. Businesses need to transform and rethink the way they go to market and connect with their customers. This takes looking at the entire consumer experience — something that’s not easy to do. Marketing and brand work have a role to play, but vital issues that must be solved often lie in other parts of the journey”.
