The world of marketing for women
The relevance of women in the marketing and advertising industry is not as new as you might think. In this blog, we commemorate some of them who set the standard for today’s women in the industry.
With the excuse of International Women’s Day, we decided to dedicate a space in our blog to talk about the relevance of the female figure in the world of marketing and advertising: how far we have come, how far we still have to go, and which women have led the way to achieve it.
In the early days of traditional marketing (mid-20th century), the industry was almost entirely male-dominated, reflected, in part, in the direction given to the image of women in mass advertising campaigns: that of a housewife. Stereotypes that some brands continue to perpetuate today.
This has been changing little by little over the years, as women now represent 60% of the people working in the marketing and advertising industry, making it one of the industries with the highest number of women in the United States. It is also worth noting that women hold 59% of the Manager positions in this industry.
However, there is still a long way to go. The average salary of women in this industry is 12% less than that of their male counterparts. It is true that they are on the rise compared to previous years, but we should not take our finger off the ball yet.
Now, which women have made their mark in the world of marketing? Throughout history, we have witnessed the rise of many promising and pioneering women in their fields. Here are just a few that serve as examples to this day:
With the excuse of International Women’s Day, we decided to dedicate a space in our blog to talk about the relevance of the female figure in the world of marketing and advertising: how far we have come, how far we still have to go, and which women have led the way to achieve it.
In the early days of traditional marketing (mid-20th century), the industry was almost entirely male-dominated, reflected, in part, in the direction given to the image of women in mass advertising campaigns: that of a housewife. Stereotypes that some brands continue to perpetuate today.
This has been changing little by little over the years, as women now represent 60% of the people working in the marketing and advertising industry, making it one of the industries with the highest number of women in the United States. It is also worth noting that women hold 59% of the Manager positions in this industry.
However, there is still a long way to go. The average salary of women in this industry is 12% less than that of their male counterparts. It is true that they are on the rise compared to previous years, but we should not take our finger off the ball yet.
Now, which women have made their mark in the world of marketing? Throughout history, we have witnessed the rise of many promising and pioneering women in their fields. Here are just a few that serve as examples to this day:
1.- Mathilde C. Weil.
An immigrant from Germany in the 1870’s, she started out as a translator and worked selling newspapers. Seeing potential in the advertising world, she opened her agency in New York where she specialized in medical advertising – all this before the end of the Civil War!
2.- Caroline Robinson Jones.
She is considered the first African-American woman to be vice president of a major marketing agency. She fought to create more diversity and representation in the industry, which until then had been characterized as predominantly white.
3.- Jacqueline Parkes.
In recent years, she became Major League Baseball’s first female chief marketing officer, making her the first female CMO in professional sports.
4.- Erma Proetz
She developed a character named Mary Lee Taylor, a housewife and cooking expert that she used to sell evaporated milk and recipes, as well as radio programs, which were a success.
5.- Herta Herzog.
Pioneer who focused on marketing research using qualitative methods to understand the way customers think. She concluded that advertising was most effective when it responded to the needs and desires of the public.
Do you already know their stories? Do you know other women who have paved the way in the marketing industry for the next generations? We’re sure to keep coming across stories that inspire and challenge us daily.
References
- https://www.thundertech.com/blog-news/march-2022/meet-the-trailblazing-women-who-shaped-today%E2%80%99s-marketing-industry
- https://dotdigital.com/blog/women-in-marketing/
- https://www.audionetwork.com/content/the-edit/inspiration/history-of-women-in-advertising
- https://www.linkedin.com/business/marketing/blog/diversity/gender-diversity-in-the-new-world-of-work
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