Business Irish

Saturday 30 August 2014

Shortage of women in advertising roles

Published 05/09/2013 | 05:00

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Irish musician James Vincent McMorrow

A COMPREHENSIVE new study of the Irish advertising industry shows there is a huge shortage of women in senior roles.

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The results, from the Institute of Advertising Practitioners in Ireland's new census, show that just 13pc of chairpeople, chief executives and managing partners in Irish advertising firms are female. This is despite the fact that women slightly outweigh men in the industry, at a 51pc to 49pc ratio. Creative roles like copywriters and art directors were dominated by men, while project management, media research and PA/secretary jobs were dominated by women.

The census, the first since 2007, also showed that 30pc of firms surveyed did not provide any extra maternity pay on top of the statutory minimum.

"We're losing women in their 40s in particular," said IAPI chief executive Tania Banotti. "Advertising demands long hours – speculative client pitches on top of the normal day job and so on – but that is just not conducive to having a family. But this needs to change, because it is hugely expensive for firms to train women only to lose them halfway through their working lives."

She said that while the representative body did not have a policy regarding gender quotas in employment, it tries to lead by best practice by nominating female board members when asked by industry.

The census painted a picture of an industry in transition and under financial pressure, but showing signs of returning to growth. Last year, 1,281 people were directly employed by IAPI member agencies – exactly the same number employed in 2007. However, during that five-year period, creative agency staff fell by 20pc, while media agencies jumped by 69pc.

NATION LOVES LIVE TELEVISION

IRISH people watched live television for an average of three hours and 17 minutes each day on Saturday and Sunday – 10 minutes more than they watched over the same weekend last year.

The statistics come from audience measurement service TAM Ireland, who says this increase in viewing was down to programming.

"The power of top-class TV was once again in evidence; a cracking All Ireland Football semi-final, a fabulous line of up Premiership matches and the return of 'The X Factor' ensured the Irish public were stuck firmly in front of their TV sets for a large portion of their day," said the company.

BIG NAMES FOR ARTHUR'S DAY

MORE big names have been added to the line-up for Arthur's Day, September 26.

Guinness has announced that Scottish rockers Biffy Clyro, Dublin chart-toppers Kodaline and Meath indie rock outfit Ham Sandwich will join acts like The Script, James Vincent McMorrow, The Original Rudeboys, Girl Band, Manic Street Preachers, Emeli Sande and Janelle Monae.

Tickets went on sale at €10 each yesterday for the five ticketed events – but as with every Arthur's Day, the line-up of who will play where will remain a secret until the night itself. Proceeds go to the philanthropic fund the Arthur Guinness Projects.

This year, Guinness is working with 20 Irish publicans and Arthur Guinness Projects applicants to transform their local pubs into creative hubs for Arthur's Day. Pictured is musician James Vincent McMorrow with Stephen O'Kelly, Guinness marketing director.

GIBSON TAKES 'PEEWEE' PUNT

THE GIBSON Hotel is taking its brand on the road.

The Point Depot name has launched a Dixieland-inspired food van, one of the first of its kind owned by a hotel. It will visit festivals and events around the country as well as serving its home audience outside events at Dublin's O2.

The 1940s Citroen van, affectionately nicknamed 'Peewee', even has its very own dedicated Twitter account – @Dixielandvan.

The Gibson says it will help build brand recognition.

"We wanted to bring our brand outside of our traditional base in the Dublin Docklands and let people experience our friendly ethos and traditional Louisiana-style gumbo and Creole jambalaya.

"We feel that 'Peewee' is a unique and fun way to meet customers and experience our brand and we intend to take the taste of Dixieland to festivals and gigs around the country as well as corporate events and weddings."

– SARAH McCabe

Irish Independent

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