The year was 1991. Grunge ruled the airwaves, overalls and chokers were de rigueur, and I was about to become a woman in advertising. I ended up at Saatchi & Saatchi. As a junior AE, I worked on Mylanta and Tylenol. Both would come in handy considering the environment. Men dominated the agency and client side. I was the only woman present in countless meetings, including one where I was driving the presentation and referred to as “Vanna” (yes, that’s a nod to Vanna White of “Wheel of Fortune”). I was humiliated, like my role was just a pretty face pressing a button. I thought, “Is this what I got my degree for?” Women in high-level positions were nearly nonexistent back then. One woman I do remember at Saatchi was Paula Forman, worldwide account director for P&G. She went on to expand Saatchi in Asia and later became the president of Wells Rich Greene. She was my trailblazer.
Thirty years later, things look different. According to the AIMM and ANA 2022 Diversity Report, women now occupy over 55% of senior-level positions in advertising. Among them stands me. While not a founder, I acquired Response in 2009, making it women-owned for the past 15 years. Recently, while being onboarded to a client, the question came up, “Are you a women-owned business?” indicating the importance of diverse partners. I checked “yes” of course and then was told to prove it with the paperwork. We didn’t have it. I began the process with WBENC. Five weeks later we were certified.
So, that 1991 me—wearing my scrunchy, watching “Thelma and Louise” on VHS—would have never predicted this. I’m incredibly grateful for the journey, for my agency partner David Klineberg, the entire Response team and countless clients who put their trust in us: a certified women-owned agency.
Brenda Schneider, head of business management at Arts & Letters Creative Co., on the power of women uplifting women