One of the highlights of Advertising Week 2012 was AWNY’s breakfast and panel discussion at The New York Times. It was a milestone event with AWNY celebrating its 100th anniversary. The theme of the panel discussion was “women mentoring women” to achieve the highest executive levels in their careers, and many of the women in attendance invited their mentees to attend with them. Here are our takeaways from this inspiring event.
How Do Women View Mentoring?
The panel discussed how mentors and mentees find each other. Laura Desmond (Global CEO, Starcom MediaVest) commented, “You can learn from everyone, sometimes my best learning is to watch others fail.” Laura also encouraged women to be curious and confident. “When you believe you can do anything, you can.” Wendy Clark (SVP, Integrated Marketing & Communications, Coca-Cola) indicated, “There is a difference between mentoring and sponsoring and men are better at it [than women]. You need someone [in the executive suite] to speak up for you, put themselves on the line for you; women are better finding mentors than sponsors, you have to ask for it, have to lean in.” She also encouraged women not to be above doing anything to get ahead. “After college, I started in advertising as a receptionist. I knew if I got my foot in the door, I could outwork others and get ahead.” Carol Everson (VP, Global Marketing Solutions, Facebook) echoed, “You need to build your own personal Board Of Directors. There is a network of men and women willing to help, and it will start to happen if you start to seek it out. The network I have today is entirely different than 15 years ago.” Rachel Haot (Chief Digital Officer, New York City) encouraged women to “be open to new opportunities, be humble, prepared to learn, work hard, add value, anticipate without being asked, mentorship is reciprocal.” Lisa Caputo added “be true to yourself, be passionate about what you do. In a true meritocracy you will be rewarded and the more women progress, they have responsibility to pull up the next generation.” Anne Finucane (Global Strategy and Marketing Officer, Bank of America) encouraged women “not to get discouraged. If doors don’t open, find another way in, take stock of what you can do better, and be creative.
How Much Career Risk Is Wise?
One of the most interesting topics the panel discussed was taking calculated career risks and how much risk is smart. Laura Desmond commented, “At several different points, I took the riskier choice and I was so much more rewarded. Risk expands your being, makes you more well-rounded, and it’s okay even if you fail.” Wendy Clark commented, “I didn’t know anything about marketing beverages when the recruiter called me three years ago—I had developed my career in telecom. As the conversations evolved, I convinced myself I can learn a new industry, and while it was risky, it opened up a new world to me.” Carol Everson replied, “I’ve constantly taken risks, leaving great positions at MTV, Disney, and Microsoft…sometimes from jobs that looked like the ‘role of a lifetime.’ At Facebook we have posters on the wall that say ‘fortune favors the bold.’ So follow your dreams, what you are most passionate about, and even if you fail you can pick yourself up.” Lisa Caputo (EVP, Marketing & Communications, Travelers) commented, “Live in the moment…no one had a [career] roadmap…don’t have blinders on or you will miss it. I’m an ex-political hack, no way I could have predicted I would be at Citibank starting a business for women; this came from living in the moment, doing it with a sense of humor, and show a little slip.”
Can Women Have It All?
On doing it all and having it all, Wendy Clark commented, “we can have it all, if we don’t do it all ourselves. Avoid the super-women syndrome where we don’t allow others [spouses, family] to help because we can do it better ourselves. We set up a false construct.” This includes integrating time to leave early for important children’s events. Carol mentioned Sheryl Sandberg who leaves at 5:30pm twice a week to be home for family dinner. Carol continued, “Do what’s right for you, if it’s a priority to be somewhere with your child, make the commitment and do it. This is not a man/woman issue. It affects both genders equally. If the work environment is not conducive [and supportive], then find a new environment. You have to set boundaries.”
Why Are Women Not Keynote Speakers?
On women not seeking/receiving more keynote speaking roles at events, Lisa Caputo stated, “It’s a balance that requires us to be very disciplined with our time.” Women are leading large teams in the office plus balancing our personal lives and roles as wives, mothers, and caregivers to aging parents. Anne Finucane had another point of view: “Men want and expect the keynote speaking roles and they demand it. Women need to step up and request keynote speaking roles at conferences. We need to ask for it.”
Turning It Off – Disconnecting
One theme we heard throughout several Advertising Week panels was how each of us is over-saturated by digital media 24x7x365. In this hyper-connected world, with the advances of technology, we are connected everywhere through multiple devices and platforms. One problem discussed repeatedly is the need for people to disconnect, take time “off the grid” to focus on the personal relationships that are suffering as a result of always being “on.” Laura Desmond indicated she recently took a three-week vacation and turned off all media and communication for two weeks. “You have to be in the moment and break away so there is time to think.” Carol Everson offered, “Technology has given us tremendous flexibility, we are not tethered to a desk, and while I cannot imagine being without it, don’t pull it out at home in front of the children, it’s important to focus on family time.”
Personal Branding
On the importance of personal branding, Laura Desmond commented, “I don’t think in those terms. I have strengths, vulnerabilities, I want to do things that are interesting to me, and I love all of it.” Wendy Clark offered, “Your brand is who you are, the good, bad and ugly. You can’t have a professional and personal brand that is different, you have to be who you are.”
Time Management
Time management seems to be a major challenge for C-level women executives. Carol Everson stated, “Our lives are perfectly messy. We are stronger than men at multi-tasking. Know your priorities [i.e., on weekends my family is priority] and layout the work week. Laura Desmond’s advised, “Make time important now, take all your vacations [plan it], plan no travel weeks, mentally create boundaries, you can’t be great at work if you are not great at home. Lisa Caputo said, “Everyday is a choice, look at the integrated picture, live in the moment, make it work, learn from your mistakes. Rachel Haot offered, “Don’t go it alone, jointly set priorities, remind each other, ‘pressure is a privilege.’”
Management Style – Bitch or Nice – Which Is More Effective?
Regarding management styles, the moderator asked whether it was more effective for women to be “bitches” or be nice? Most panelists agreed it’s the wrong question. Wendy Clark replied, “It’s the wrong discussion, channel what you need in each situation. It’s about good leadership, giving your team what they need [to succeed]. The right conversation is about power; we need it, and we don’t know what to do when we get it. Be fearless, be brave.” Carol Everson agreed and offered, “We would not have this conversation about men. Let’s focus on delivering business results. We do ourselves a disservice; make it a people conversation.”
Summary
It is clear that women have come a long way in the 100 years since AWNY was founded. Women now hold more than half of Chief Marketing Officer positions and many (like Laura Desmond and Laura Lang) have risen to Global CEO roles in Advertising and Media companies. Where can women go from here? What will it take for women to achieve greater numbers of Board of Director roles where they are currently in the minority?
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