This article first appeared in LBBOnline
This article first appeared in LBB Online
When it comes to writing about creative talent in Australia, the topic comes with an intrinsic elephant in the room. ‘Where are all the women?’
With recent industry events causing huge stirs in the conversations surrounding gender diversity, there’s a spotlight on the Australian market. The ratio of senior female creatives to male creatives continues to be the most gender-imbalanced in Australian creative agencies.
The term ‘boys’ club’ tends to get thrown around when it comes to Australia, but as much as it’s a catchy descriptive that industry journalists can use to draw attention to inequalities, I feel in the same instance it also detracts from the amazing creative work that comes out of Australia by women.
There are some hugely talented creatives paving the way in Australia’s agencies and their work speaks for itself, regardless of gender. I caught up with Ellen Fromm, Copywriter from GPY&R Melbourne, on her best work, how she’d like to describe the industry they work in and where she’d like to see it go.
Labels perpetuate issues. Continuously calling Australian agencies a ‘boys club’ will only make people believe that’s what it is.
I never want to be in the situation where I feel like I’ve been hired because I’m a woman. Screw quotas, I only want to be hired for my folio!
Senior strategist Christine O’Keefe has joined GPY&R Melbourne from one the world’s most respected agencies, CHI & Partners, London.
O’Keefe has 15 years’ experience building brands across multiple sectors and two continents, having recently returned from eight years working in London.
Most recently at CHI & Partners, O’Keefe played a pivotal role in driving brand reappraisal for market leading energy company British Gas through their #noplacelikehome campaign, along with helping build brand relevance for Burger King and Travelodge in changing markets.