See It Be It is a programme 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 programme 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.
Nivedita Agashe is a Copywriter with Taproot in Mumbai, India.
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?
Today, whether it’s the creative agencies or the brand teams, I can definitely see women in leadership roles. They are key decision makers and in no way any different from their male counterparts in competence or significance when it comes to building the story of a brand.
Apart from this, the creative content itself is changing. Many brands are choosing to let go of stereotypes and are portraying women in a way that shows the changes that society is going through or should go through.
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?
Yes, without a doubt many more women are taking the helms of creative teams across the industry now.
As far as success in the advertising industry is concerned, what speaks for you is your work. And hence, women with extraordinary talent are bound to shine. I feel today one would rarely come across the kind of bias that discredits merit.
However, one cannot deny the fact that at times women find it difficult to maintain a work-life balance as family responsibilities cannot be shrugged off. So, the agencies should make sure that women who have proven their merit be given enough support to maintain and further their careers.
If you can visualize success and leadership for women today what would that picture look like? What would it look like in 5 years?
Whether it’s a CEO taking charge of her boardroom or a surgeon leading her team; what’s conspicuous in today’s picture of a woman’s success and leadership qualities is the fact that she is a woman. Hopefully in another 5 years the gender lines will blur enough to make that conspicuity fade away as well. And we will be able to see every successful woman first and foremost as a capable individual.
Who’s your professional female hero/crush? Why?
One of the first things that you read when you are trying to turn yourself into a decent copywriter is The Copy Book. And it is impossible not to chuckle at the wit of the copy written by Barbara Nokes when leafing through the pages. Whether it’s her ads or her interviews, what comes through is a person of exceptional wit with a very high regard for attention to detail. What makes her stand out for me is that she thought ahead of her time and was not scared of going through with the ideas she believed in.
When you love writing, it is easy to swap formaldehyde for ink and scalpels for pens. It has been six years since Nivedita Agashe quit science and took a plunge into the world of advertising. Currently, she is working as a Creative Supervisor with Taproot India, Mumbai.
Previously, she has worked with agencies like DDB Mudra and R K Swamy BBDO. And over these years, has had the opportunity to work on an array of brands like Visa, Volkswagen, Johnson & Johnson, The Times of India, Mumbai Mirror, Airtel and Hike, amongst others.
In 2013, she featured in Brand Equity’s all-India list of promising under-30 creatives. Her work on the Srujan Foundation for Mental Health not only got her a Print Gold at Goafest, but also went on to win a Print Craft Silver at Spikes Asia and was shortlisted as a Print Craft Finalist at the Cannes Lions. The campaign was also published in The Work and The Gold Book.
Apart from penning ads, Nivedita also publishes a poetry blog and writes lyrics for a Hindi rock band called Jaagar.
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.