In-house research undertaken by both showed that 91.4% of management and governing boards across Germany are comprised of men, sparking a wider investigation by the pair on women in leadership roles across the country.
This found that what women lacked in numbers they more than made up for in results, significantly outperforming their male peers on occasions where they do reach the top. When women occupy 30% of management positions for instance profitability was found to increase by 15%.
Furthermore, female executives were found to perform 24% above men in management reviews while firms which employed more women leaders generated around 20% more patents per year.
Armed with these stats McCann then created a series of gender stereotype reversal print ads to convey their findings to men in tongue in cheek fashion.
In a Facebook, post-McCann wrote: “To dramatise these facts, McCann created print ads that correct the perception of women leaders as less than men. To add a dose of humour, they directed the ads at men. To make them eye-catching, they used actual L’Oreal products to build the infographics.”