Diageo recently announced that it will be backing the Creative Equals scheme to bring 100 women back to the workplace. The brand is doing this to help reduce barriers to female creatives wishing to return to the workplace. They have formed this partnership with Creative Equals as the work hard to achieve greater gender parity.
About the Creative Equals Scheme and Its Partnership with Diageo
The Creative Equal Returner scheme is currently in its second year. It works to assist 100 women who wish to return to the creative sector. They work with women in London, New York and Mumbai and help them return to the creative sector. Their goal together with Diageo is to help 100 women return to the creative industry in 2020. They do this by offering them a two-week ‘training boot camp’.
The training boot camp will put the participants through their paces with courses covering the latest industry developments together with responding to briefs from Diageo brands such as Baileys, Johnnie Walker, Smirnoff. The training boot camp serves as an introduction to a four-week placement at partner organisations. These organizations include Anomaly, D&AD, DDB Mudra, Geometry, Glitch, M&C Saatchi, MRM//McCann, Publicis, Uncommon, VMLY&R, and Wunderman Thompson.
The Creative Equals scheme was been spurred by research from the UK advertising industry. The study found that women comprise just 16% of creative directors. This 2020 scheme follows the success of the 2019 programme which aided 58 women in Manchester and London.
Diageo Speaks about the Scheme
Syl Saller, chief marketing officer of Diageo spoke about the campaign. She stated that they are pleased to see more women entering the boardrooms of agencies, but too few are in creative leadership positions. According to Saller, diversity in creative leadership leads to better and more effective work. She stated that it’s time for concerted action that will close the creative leadership gap. Hence their involvement in the scheme.