The World's Most Creative Women: Resh Sidhu, Framestore
In a continuing drive for greater diversity and inclusion in marketing and advertising, a new feature by The Drum highlights conversations with top creative women in the industry.
All were nominated for The Drum’s global Woman of the Year award at The Drum Creative Awards, sponsored by Facebook, One Minute Briefs and in partnership with Creative Equals. The award is designed to push equality boundaries within the creative industry to spark discussion and action.
From icons and pioneers to prominent creative directors and designers, we asked each of them how diversity creates better work, the positive changes the industry can make, what keeps these creatives going in an ever-changing world and how greater diversity can grow the business.
Leading into the new year, this series will reveal more of The Drum's global Woman of the Year award nominees.
Today, we speak to Resh Sidhu, digital creative director of VR, MR, AR at Framestore.
From your experience and point of view, how does a more diverse creative team create better work? What have been some examples of that in action?
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It is without a doubt that more diverse teams create better work. The ability to integrate different points of view truly enhances the work and creativity. Different people bringing their unique perspectives help change and challenge the ideas and push the work and thinking into new uncharted territory. Working on Fantastic Beasts and Where to Find them VR experience with Warners and Google was a brilliant example of a diverse and gender-balanced team. We would not have arrived at some of the ideas and thinking without that.
How are the conversations around creativity, and specific work/projects, different with a more gender-balanced team?
It's all about perspectives, right? Different people from all cultures allows for more exciting and challenging conversations rather than seeing things from one side. Unless you have experienced something or understood life from another person perspective how can you possibly understand it or see the world from a different view? Until we hear some else's reality and opinion on a subject we tend to think what we know is right - when we are open to ideas from all POV's it opens the creative possibilities.
What changes around inclusion should the entire industry embrace today?
There needs to be a fundamental shift in mindset and culture with agencies and businesses as a whole, we need to see more women leaders and mentors to help foster and encourage a business that embraces diversity and encourages gender balance - it is no longer just about ticking boxes.
With all of the issues women face in the creative sector, what keeps you in the industry?
Why would they stop you? My background, ethnicity or gender has never been an issue for me. If you fall down at the first hurdle in your career because it's hard or a struggle then you will never achieve your goals. Women have adapted to the industry and we are chipping away at it, breaking down the norms and creating new ways of working.
Will greater diversity in the industry ultimately save/grow it?
We must be fearless in pursuing our passions and goals and the challenge is to build a network of strong women and men around you - who can support, inspire and guide you. We have to be the change we want to see in the industry and the world.
The Drum Creative Awards puts creativity back in the spotlight and flies the flag for creativity during the digital revolution. These global awards are open to advertising agencies, design consultancies, digital agencies, production companies, marketing agencies, PR and more.
To register your interest for 2018, go to the event website.
This years awards were sponsored by: Facebook Creative Shop and One Minute Brief and partnered with: Creative Equals.