AdAge: How Women Are Redefining Advertising

AdAge is highlighting the voices of women who are making waves in advertising this Women’s History Month. CP’s own Alyssa Toro, Senior Partner and Chief Creative Officer, shares her insights on driving change in a traditionally male-dominated industry.

To connect with consumers, brands must lead with empathy and a deep understanding of their lives. Women’s superpower is emotional intelligence. We know the value of understanding the nuances of human experience to align product benefits with real consumer needs. As consumers demand more authenticity, having women in leadership isn’t just valuable—it’s essential.

Not to mention, In just four years, it’s estimated that women will control three-quarters of all discretionary spending. So having women at the table is a must. We are able to relate better to the complicated fabric of a female consumer’s life. That consumer has a lot on her plate and even more on her mind.

We saw this in action at SXSW, where our client & agency teams, including so many powerhouse women, ideated and brought to life one of the most successful brand activations for Gorton’s Seafood. Women’s ability to collaborate, problem solve, get their hands dirty, emphasize diverse perspectives; made the work stronger. This goes a long way in cultivating a healthy team that will work tirelessly together to develop interesting ideas and find the most exciting ways to execute them. Ideas thrive on builds, and you need a strong communicative network to get there.

Ultimately, the best leaders in advertising—male or female—are those who inspire creativity, drive innovation, and foster collaboration. The unique traits that many women bring to leadership positions in advertising make them particularly well-suited to navigate the challenges brands face and solve them with ideas that build brand loyalty.

Read more here.