Franziska Gregor, Serviceplan Group: "We need to work together to support and uplift each other in a competitive industry."

Serviceplan Group

广告/全方位服务/整合传播

Munich, 德国

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Franziska Gregor

Managing Director — Serviceplan Culture

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In what ways can women in adver4sing pave the way for or support younger women hoping to break into advertising?

As a woman in advertising, I believe in actively paving the way for younger women looking to break into the industry. One crucial way to do this is by creating networking opportunities specifically tailored for them. By facilitating connections with established professionals and potential employers, we can help them access opportunities that might otherwise be out of reach. Seeking allies among male, female, or diverse colleagues, we need to work together to support and uplift each other in a competitive industry.

It's essential to advocate for diversity and representation in all aspects of the industry. From panel discussions to jury representation, we can push for inclusivity and ensure that diverse voices are heard. Confidence is key, and we shouldn't shy away from promotional events. Engaging in PR and stage presence can help raise visibility and amplify female voices within the industry. Encouraging and promoting creative expression among younger women is vital for helping them develop their unique style and perspective. Creating spaces for artistic growth and exploration will foster innovation and contributes to the richness of our industry.

Finally, advocating for fair treatment, including representation in leadership roles, and opportunities for career advancement. Equal pay is not merely about numbers on a paycheck; it reflects the value and respect that an individual receives for their contributions and expertise. When women are paid less than their male counterparts for the same work, it sends a message that their efforts are not as valuable, perpetuating a cycle of inequality and undermining their professional worth. I am committed to using my platform and influence to advocate for equal pay and fair treatment for all professionals, regardless of gender.

How can we close the gap created by ageism, especially among women, in the industry?

To combat ageism, we can take several key steps. First, fostering women's networks and organizing local events provide spaces for collaboration. Second, mentorship programs pairing established women with younger professionals to facilitate knowledge transfer and skill development. Implementing reverse mentorship, where younger employees guide professionals in areas like technology, can bridge generational gaps. Lastly, ensuring diverse voices are heard and accurately represented challenges ageist stereotypes. Together, these efforts promote inclusivity and create a more equitable industry for women of all ages.

How can we close the gap created by ageism, especially among women, in the industry?

Through my personal journey, I've observed that women often demonstrate a heightened commitment to integrating into ever-changing work environments. This dedication stems from a strong desire for personal and professional growth, as well as a determination to overcome any barriers that may arise along the way. This unique perspective allows me to bring a nuanced understanding of our target audience's preferences, behaviors, and aspirations to the table. By recognizing and empathizing with the diverse needs and experiences of our audience, I can craft marketing strategies that resonate on a deeper level.

My experience as a woman in marketing contributes to a more inclusive and authentic creative process. By challenging the traditional "male gaze" and embracing diverse perspectives, we can create content that reflects the richness and complexity of our audience's lived experiences. This fosters inclusivity and representation within our marketing efforts, ultimately leading to more effective and genuine brand communication. My journey as a woman in marketing empowers me to navigate the complexities of the industry with resilience and empathy.

Gen Z is a generation of digital pioneers and has shifted the framework of many industries. How have this new generation of young women impacted?

Gen Z women have profoundly impacted the advertising industry, driving a shifting towards authenticity, diversity, and personalized experiences. They prioritize cultural sensitivity, demand representation, and expect tailored content from brands. Advertisers have responded with cultural marketing crafting authentic narratives that resonate with real-life experiences and spark conversations. This emphasis has reshaped brand storytelling, prompting advertisers to prioritize relatable narratives over polished content. Overall, Gen Z women's values and preferences have revolutionized marketing strategies, pushing brands to connect with this dynamic demographic in more meaningful ways.