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Key Lessons from the Ad Club’s 2016 Women’s Leadership Forum

The 2016 Women’s Leadership Forum organized by the Ad Club could be summed up by its hashtag: No Filter. 1,100 women gathered together to listen to empowering speakers discuss how they paved their way to success in male-dominated fields and got “shit done”. It was a forum to reflect on the challenges that we face as career women as well as a platform to discuss the implications of a cultural landscape that has been shaped by men and, thus, caters to men. It was an event to inspire women to act now— to run for office, to learn how to code, to speak up in general— because with men outnumbering women in the boardrooms, in tech, and in the government, the decisions that will shape our futures and the next generation’s futures will not be reflective of the other half of the population unless women support one another and rise to the occasion.

Below are three takeaways from the event in addition to insights that I’ve uncovered based on my own experiences as a woman pursuing a career in advertising. These are lessons we, as both businessmen and businesswomen, should begin to implement in our own workspace, so that we may (1) live with no filter and (2) get shit done.

  1. Not just hoping for – but demanding a seat at the table.

"As women, as leaders, we need to start telling it like it is." - Maura Healey, Massachusetts Attorney General

"The world does not need another quiet, complicit daughter."- Kelly Carlin, Performer / Storyteller

One of the challenges that was most often addressed during the forum was how women are pressured to conform to gender roles and expectations. Whether it was Sasha Digiulian being condescended by male climbers who told her that "little girls don't climb the Eiger" or Maura Healey, Massachusetts Attorney General, being doubted by her peers even though she was more qualified than her male rival, women in business are subjected to the kind of criticism that doesn't focus on what they can bring to the table, but rather on whether they should even be at the table in the first place.

#NoFilter, in this case, means that women don't just have the ability to stand up for themselves, they have an obligation to. As Reshma Saujani, the founder of Girls Who Code, stated, "We have socialized our girls to be perfect and our boys to be brave." This particular quote struck a chord with me. I’ve always striven to be perfect: perfect grades, perfect appearance, and perfect career--everything laid out just so like a cropped and filtered Instagram photo. I was too afraid to take a chance and assert myself or else risk people possibly seeing me fail. But that's just the thing... Saujani said in her speech that women need to risk failure more often, not just to be more authentic, but to accomplish great things. As someone working in a field where no day is truly the same, this piece of advice is important as I face new challenges.

  1. Embracing leading female characters not as a rarity, but the norm.

"You cannot be what you cannot see." - Reshma Saujani, Founder, CEO of Girls Who Code

As we grow up, our perspectives are often shaped by what we see on the screen. Saujani explained that women in tech are heavily outnumbered by men, a number that has actually decreased since the 70s. She believes it could very well be because girls literally don't see themselves in tech— they only see men. TV shows and films depicting the tech industry don't seem to be writing parts for females in tech that are playing pivotal roles. She explained how the number of women in professions such as medicine and law has increased perhaps because of TV shows and films that showcase bad-ass female characters with no filter.

When I think about how women are represented in the media, I’m struck by how limited they are by the roles they play. As a feminist, I am sometimes questioned as to why I even decided to take a job in advertising, an industry that is notorious for objectifying women and reinforcing gender stereotypes. I think, firstly, we've been seeing quite a few brands that have been embracing a more progressive stance in representing women in ads, from Always to Dove to Wells Fargo. There's more work to be done, but I want to be a part of the movement that shapes the industry and ultimately rejects the idea of sexualizing and objectifying women. Likewise, I think that there have been more empowering roles for women in television and film, but I want to start living in a world that stops questioning why strong female characters exist in the first place.

There needs to be more of an effort on our marketers, our advertisers, our filmmakers, and our TV producers to create compelling female characters in roles that have typically been filled by men. Though gender stereotypes in the media are fortunately being called out more and more, I hope that as marketers, we can work together against reinforcing damaging heteronormative ideas.

  1. Support one another as women unwaveringly

“Believe in the power of community and support other women.” – Robin and Andrea McBride, Founders of Truvee Wines

Women, who have been too often viewed through a masculine lens in business, are frequently subjected to criticism not just by their male peers, but by their female peers as well. Maura Healey explained that even women would question her choice to run as attorney general in addition to her style choices. As you can imagine, women cutting down other women is one of the least beneficial ways to represent ourselves, to respect ourselves, and to change the gender disparity in our respect professions.

Women like Linda Boff, the Chief Marketing Officer of GE, will actually set up networking events specifically for talented women to connect with other talented women. Reshma Saujani’s company Girls Who Code is based on the very idea of sisterhood and building a common bond through learning a new skill. Maura Healey will make an effort to reach out to other women at work events that are heavily outnumbered by men. I, myself, have experienced the power of women helping women when I joined a sorority, which connected me with women across the nation who gave me career advice and put me in touch with the right people. I continue to support my sisters to this day when they reach out to me and ask for my help. These are just a few examples of how we can foster that community of strong women and help each other succeed. It’s so incredibly important.

However, I feel that one thing missing from the forum was a discussion on how we, as women, can't do this alone. As strong, intelligent, and independent as we might be, we need to work with men to get them to change their perspectives on working women. The cultural landscape cannot be shifted just on one side. We need to work together to change the ideas that women should look a certain way and act a certain way to pursue their careers.

The Women’s Leadership Forum left me feeling inspired to say the very least. I felt a rush of you-can-do-anything-ness, and as soon as I got home, I started writing down my goals and ideas— and the risks I am willing to take to achieve them. I loved this event, and I hope that there are more like it in the future.

So how do you think you can implement these lessons from the forum in your workspace and industry?

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The full screen and vertical swipe feed create a frictionless user experience that makes it as easy as possible to enjoy the app.  TikTok’s unique user experience puts short-form video content curated just for you at the center stage, creating a seamless and simple way to enjoy content. On the other hand, Reels is only a feature of Instagram among many others.  Music & Video Editing Tools Due to copyright concerns, Instagram business accounts only have access to Reels’ library of royalty-free tracks, while content creators have access to a larger library full of popular copyrighted music. While Reels does offer video editing tools, they can be tricky to navigate and their filters and effects are not very extensive.  Music and sound are the cornerstones of a TikTok video, and the app has nailed this feature with its extensive library of music and user-generated sounds available to content creators and brands alike. On top of that, TikTok’s video editing features are user-friendly, and they offer a wide variety of filters and video effects.  TikTok is the clear winner when it comes to music and video editing tools given their extensive music and sound library and editing capabilities.  Platform Purpose   Instagram, home of Reels, is a network-oriented app, where users are used to seeing content from people they are familiar with and have chosen to follow. 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Instagram has also shared that content that is visibly recycled from other apps (e.g. contains a TikTok watermark) will also be deprioritized by the algorithm.  Beyond all of the features listed above, TikTok’s arguably largest advantage is its algorithm. The platform’s parent company, ByteDance, has been very transparent about the large investment they made to design the app’s algorithm that picks up on users' personalized interests in record time, contributing to the effortless and enjoyable nature of consuming content on the app.  Overall, TikTok’s algorithm is the first of its kind and unlike anything we’ve ever seen in the social space, which ultimately contributes to its success. We don’t know as much about Instagram’s Reels algorithm, but we can assume it attempts to mimic the TikTok experience while staying true to the app and attempting to keep Reels content unique.     How Brands Can Be Successful on Reels and TikTok To be successful on Reels and TikTok, brand content shouldn’t feel like brand content. Brands need to get scrappy and creative to grab user’s attention and not stand out like a sore thumb among the style of content shared by individual creators. With that in mind, both Reels and TikTok require a unique content strategy within the brand’s larger social strategy. However, that inevitably requires extra time and effort. 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