��������pk10

There are now more women inadvertising than 10 years ago,according to a survey carried out by the Institute of Practitioners inAdvertising.

Women now account for half of all advertising staff, and a third more

of them are in professional roles within the industry than a decade ago.

The survey, Women in Advertising – 10 Years On, also states that women are four times more likely to reach board level and five times more likely to reach executive status in the advertising industry than any FTSE 100 company.

However, the study also reveals that women are under represented in creative departments of ad agencies. Only 14% of art directors arefemale and only two women are creative directors in the top 20 agencies.

Debbie Klein, head of planningat WCRS and author of the report, believes the industry risks losing talented men and women if it doesn’t address flexible working policies and modernise its attitudes.

“Attitudes towards work have changed, advertising is no longer the only sexy business in town.” says Klein. “Agencies must consider more diverse ways to supportflexible working such as giving people not just salary benefits but time benefits, helping mothers return to work, creating sabbaticals and above all, communicating to clients the value of new ways of working.”

Rupert Howells, president of the IPA, agreed to issues which 10 years’ ago were of more concern to women but are now equally important to both women and men.

“Many of the reasons cited for leaving the industry are now equally true of men – the need for a better worklife balance, the search for employers who will accommodate a more flexible approach to work that harnesses the benefits of new technology,” he said. “Quite clearly, if we are to attract and retain today’s talent, we need to make sure we keep up with – and outperform – competitive industries.”

The IPA will be evaluating the best ways to tackle the issues raised in the report.