The AAR backs the Creative Equals kitemark

Agencies are aiming towards 50:50 representation

The AAR has made the Creative Equals kitemark an accreditation to feature on all its agencies' CV, meaning advertisers will be able to see those that are committed to achieving a 50/50 gender balance in their organisations

BBH, JWT, AKQA, R/GA, Sapient Nitro, AMVBBDO, CP+B, Mr President are committed, furthermore, the non-profit organisation said “many more have shown an interest to come onboard”.

Both General Mills and HP have publicly stated they will only work with agencies that have made similar commitments to improving diversity within their own businesses, though some observers argue the issue is about more than just hiring people from diverse backgrounds.

Kerry Glazer, chief executive of AAR, said: “There is such positive intent in the communications marketplace – from both agencies and client marketing teams alike - to reap the benefits that having a more diverse talent pool brings”.

She added: “At present, we are still seeing more diversity in the client teams who attend the pitches, than the agency teams that present to them".

However, Glazer warned: “We shouldn’t be under any illusions about how long this journey will take; it’s a big job and will take time, but Creative Equals’ is providing support and a platform for acknowledgement.”

IPA figures outlined the severity of the issue, less than a third of UK creative departments feature women and only 12% of creative directors are female.

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