Letters

Men need to be in tune

Men need to be in tune

Re: ‘Agencies still lack female creatives’ (Strategy, March 25/02). When I saw the new Kellogg’s spot, I thought it was a step down from what Zig’s Elspeth Lynn and Lorraine Tao had previously created. I’m heartened to know that they didn’t do it after all.

The new spot portrays two dislikable women. One’s dim, the other disdainful. It’s not a bad spot but it isn’t as fun as previous ones and it’s not at all empowering. I’m not suggesting men can’t create successful ads for women. However, they need to be in tune to a complex socio-cultural history that they’ve never experienced. While women have had to adapt to a man’s world, the reverse has not really been necessary.

As for Frank Palmer’s comments: women leave creative fields because we grow up and don’t fit as well? We go into more controlled areas? Men play longer? I’m confused. I never knew that maturity obliterated creativity and playfulness. Fortunately, most men aren’t as insightful and informed as Frank, otherwise there would be an even greater dearth of women in creative.

Katherine MacDonald

Copywriter

Wasserman and Partners

Vancouver, B.C.

Few female students

Great article on female creatives. The problem starts very early, because I can tell you that for every junior or student portfolio I see from a woman, I see 10 from guys. The root of the imbalance starts at the school stage.

More men are going into the Ontario College of Art & Design to be art directors and more men are taking the so-called copywriting courses. Therefore, CDs see way more men at the start of the career path. I don’t know that more women drop out of creative departments (per capita) than men. That may be true, but I doubt it. They just don’t get into it in the first place. It’s very, very hard to find a good junior writer or art director, but it’s 10 times harder to find a good FEMALE junior/student.

Tony Miller

Creative director

Sharpe Blackmore EURO

Toronto, Ont.