Whenever I think about the evolving role of women in advertising, I can’t help but recall the TV show ‘Mad Men’.

It captured the male-dominated advertising world of the 1970s with sharp suits, boardrooms and a glaring absence of women in positions of power. Even then, the Peggy Olson character stood out - a quiet disruptor reminding us that women, with resilience and talent, have always been capable of rewriting the rules.

Today, the impact of women in advertising is undeniable. Where there’s creativity, energy and innovation, there’s often a diverse and representative team driving it. In the Middle East, as the advertising landscape evolves, some barriers persist while others are steadily being dismantled.

More women are finding their voice, offering fresh perspectives and crafting progressive campaigns that resonate.

Breaking barriers, building resilience

Yes, women in advertising have always had to navigate a male-dominated landscape. Progress has been made but the shadows of implicit biases and the burden of constantly proving our worth haven’t disappeared.

A real challenge lies in societal expectations and unspoken norms that pressure women to either prioritise family over what could be a fulfilling career or master the impossible task of perfectly balancing family responsibilities while excelling professionally.

This dual pressure not only creates unnecessary hurdles but often fuels self-doubt and imposter syndrome, making the climb even steeper.

Despite the challenges, the resilience of women in the region’s advertising industry has been remarkable. At the International Advertising Association (IAA)’s ‘Inspiring Women in Advertising’ series, launched last year, women from diverse backgrounds openly shared their journeys, full of triumphs and trials.

We heard from those who had made the bold move to the UAE, leaving their families behind and, in some cases, transitioning from thriving careers in law, engineering or accounting to make their mark in advertising.

They brought their unique perspectives to the industry, refusing to let obstacles stop them from honing their craft and building legacies they could be proud of.

These women also spoke candidly about the delicate balance between work and family. Many mothers admitted to struggling with guilt over time spent away from their children. Yet, it is their perseverance, despite these feelings, that sets the stage for change.

Their stories are powerful symbols of cultural progress, affirming every woman's right to confidently forge her own path in the advertising world.

Workplace dynamics

Flexible working policies, mentorship programs and diversity initiatives have been instrumental in reshaping the employee experience for women. The journey is far from over. DEI must stop being reduced to a box-ticking exercise—it’s time for a true mindset shift that transforms society.

Cultural norms continue to place disproportionate caregiving responsibilities on women. Why are we still grappling with the stigma surrounding men embracing these roles? This remains a significant barrier to achieving true equity.

It is reassuring to see the advertising industry increasingly prioritising empathy and inclusion. This shift is particularly visible in the GCC, where women are stepping into leadership roles and transforming the creative landscape of the industry.

Companies are starting to understand that supporting women isn’t just about equality, it’s also smart business. Women bring invaluable perspectives, exactly the kind of representation needed in impactful campaigns.

Campaigns are now more gender-diverse and celebrate women’s achievements by amplifying broader narratives. They connect with a wider audience because they reflect the fabric of society.

Mentorship and community

Having role models and allies is essential for professional growth, as experienced mentors can provide guidance, encouragement, and advocacy that make the industry more inclusive and appealing for new talent.

Building a sense of community within the advertising world is equally crucial. Sharing experiences and collaborating not only benefits individuals but drives the entire industry forward.

It’s inspiring to see more women-led agencies and creative teams actively creating networks to support female entrepreneurs and small businesses in the Middle East.

The result? Greater opportunities for women to confidently take on leadership roles and secure equity that reflects their expertise.

Celebrating wins

When former PepsiCo CEO Indra Nooyi said women can’t ‘have it all’, she wasn’t trying to stir controversy. She was speaking a truth many of us know. Balancing a career and family comes with trade-offs, but if men aren’t expected to feel guilty about those choices, why should women?

With the right support, women should unapologetically own their schedules and productivity, embracing their decisions with confidence and without compromise.

We must continue to challenge outdated norms while acknowledging the significant progress the industry in the region has made. There’s ample evidence of the transformative impact women have had on this industry, driving its growth and shaping a more inclusive future.

But recognising progress isn’t enough.

It’s time to focus on creating environments where women lead with authority and shape an industry that reflects the society we claim to represent. Anything less is a failure to progress.

Houda Tohme, Special to Gulf News

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