See It Be It is a program that aims to further women in the creative industry, encouraging them to grow their careers and reach senior positions. Across three days, 12 women will be part of an inspirational program which will take place during Cannes Lions.
We’ve reached out to these 12 selected creatives to get their thoughts on the concepts of leadership, femininity and success, all of which Getty Images continues to challenge in our latest #RePicture campaign.
Erica Pressly is a Senior Copywriter at The Barbarian Group, New York, USA
At Getty Images, we’ve been tracking the changing visual dialogue around females. Are you noticing shifts in how women and girls are represented in the creative industry both at the agency and client side? Are you satisfied with the way that females are currently portrayed?
When I was growing up in the ‘80s, magazines told me that the picture of female professional success was a red pantsuit with giant shoulder pads and buttons. Fortunately, you don’t see many pantsuits these days. There are fewer restrictions around how a woman is supposed to present herself in ‘professional environments.’ A woman can wear whatever she wants and still be taken seriously.
This year 4 out of 17 jury presidents at Cannes Lions are women, more than any previous year. Are you seeing more women entering senior creative roles across the advertising industry? Does more work need to be done to elevate women into these roles?
I’m lucky to be good friends with scores of talented lady Creatives. So if anyone were to ask me if I believe there’s a draught of female creative talent, I would say no.
But there is a lack of women in the most senior creative roles. The most obvious reason that they stop advancing is that they leave to have a family, and in a cut throat industry like advertising, once you step away, it’s hard to get back in the game. The industry is starting to be flexible in terms of non-traditional work weeks. Another way the industry can elevate women into senior roles is to provide more paternity leave for men. Let the fellas take care of the world’s babies for a little longer.
If you can visualize success and leadership for women today what would that picture look like? What would it look like in 5 years?
Today, that visual is a portrait of Sheryl Sandberg or Marissa Mayer or Hillary Rodham Clinton.
In five years, I hope it’s a boardroom full of Sandbergs, Mayers and Clintons and a handful of bad girls as well.
Today we visualize success for women as standouts, or anomalies, who somehow clawed their way to the top. In five years, I hope it’s the norm and that we can take it for granted how many successful, professional women there are.
Who’s your professional female hero/crush? Why?
The funny ones. Tina Fey, Amy Sedaris, Amy Schumer. Tina Fey killed it in the ultimate boys’ club of SNL, and I thank her for letting the world know that sometimes women are the funniest ones in the room.
Erica Pressly has 30 years of experience being a female.
Currently she is busy being a female Senior Copywriter at The Barbarian Group in New York City where she creates integrated, digital-first campaigns for non lady brands and lady brands alike. She’s created award winning work for Pepsi, Samsung and Intel and leads Creative on Sauza Tequila.
Above all, she believes that the best advertising brings value to people’s lives. Whether that’s a revealing insight, a product innovation or a big belly laugh.
She holds a MS in Mass Communications from the VCU Brandcenter, and a BA in Anthropology from The University of North Carolina at Chapel Hill.
Though she lives in Brooklyn, her heart is still knee deep in dirt on a mountain in her home state of North Carolina.
Join the conversation online by using #RePicture, and help us challenge convention.
Widen the visual representation of Beauty, blur the lines of Family and Community, and create a new vision of Success.
To participate, upload the photo you’ve taken (consenting subject only of course) to either Twitter or Instagram, and add the #RePicture hashtag – tag the @GettyImages handle on Instagram. Our Editors will highlight their favorites.
Follow us here and on Instagram, Twitter, and Facebook to see all the concepts we’re discussing and find out how you can participate - or if you’re heading to Cannes Lions, join us in the Palais during the Festival.
Editor's Note: Please note, by adding #RePicture to your photos, you grant us only the right to publish your images, credited to you, on our Instagram, Twitter, Tumblr and Facebook accounts.