The Spanish advertising industry and female advertising professionals:A gendered view of the creative department

Abstract

The aim of this study was to analyse female participation among creative advertising professionals who worked on top advertising campaigns between 2004 and 2008 (according to the Spanish advertising trade press). A total of 581 advertising campaigns were reviewed. This study found evidence of horizontal and vertical segregation in the advertising industry. Female advertising practitioners were under-represented in industry accolades. The lowest female participation was found in the creative department, while women outnumbered men in the account and the media services departments. Segregation was found in job positions and team composition and gender division was encountered in the account categories creatives were working in. This study suggests that female creatives occupy lower job positions than men and are less involved in the decision-taking process of the final advertising products.