TBWA Launches “Take The Lead” for International Women’s Day

Powerful Film and Social Campaign Take An Unexpected Approach To Rally Support For Gender Equality In The Workplace

March 8, 2016 New York – TBWA Worldwide today released a powerful campaign in conjunction with International Women’s Day to stress the importance of recognizing women’s issues as everyone’s issues, most crucially in the workplace, and to echo the International Women’s Day 2016 dedicated theme: A Pledge for Parity.

The campaign, branded “Take The Lead,” includes a poignant 2-minute film featuring men from around the global TBWA network, from all levels, specialties and backgrounds, reciting actual quotes from their female peers. The quotes were solicited via an anonymous global survey in which women in the industry were asked to voice some of the issues and injustices they have faced, or expect to face, throughout their advertising careers. The campaign was creatively concepted by TBWA\Media Arts Lab and executed locally throughout the TBWA network, with an original music score, “Streak,” composed by Emilie Levienaise-Farrouch. Today, regional offices around the globe are activating the campaign both in their workplaces and via social media with physical and digital posters and banners, and well as themed: 15 films

“Take The Lead” was born out of observations that, despite the recent and welcomed surge of female-focused equality initiatives, our industry continues to lack the critical mass of male counterparts to champion the cause for equality. The campaign aims to emphasize both the irony of these sentiments coming from the mouths of men, and more importantly, to underscore the fact that the issues faced by women cannot and should not be challenged or changed by women alone.

“This campaign is not about women ‘needing’ male voices in order to be heard,” said Erica Hoholick, President, TBWA\Media Arts Lab. “It’s about recognizing the need to disrupt the cycle of ‘women, talking to women, about women’ because that isn’t working. We have to get both men and women on board and taking real action to create real change. The future of our industry depends on it.”

“Take The Lead” is part of a larger TBWA initiative, Project 20\20, which was launched in 2015 as challenge to increase women in leadership roles across the TBWA network by 20% by the year 2020. The initiative, led by Hoholick, charges each TBWA office to bring awareness, spark conversations and make concrete strides to achieve more balanced workplace.

“Each of us – men and women alike – have a vested interested in achieving equality and progress in the workplace,” said TBWA Worldwide CEO Troy Ruhanen. “Issues like worklife balance, salary parity – these affect each and every one of us, and if we aren’t acting together to find a solution, we are only perpetuating the problem. At TBWA, we’ve challenged our offices to make this a priority, and “Take The Lead” is the perfect way to commit to our people and our clients that we will have a company that focused on the future.”

For more information on “Take The Lead” visit http://www.takethelead2020.tumblr.com

About TBWA Worldwide
TBWA Worldwide (www.tbwa.com) is a top ten ranked global advertising network that holds Disruption® at its core to develop business-changing ideas for the brands it works with. TBWA has 11,100 employees across 323 offices in 97 countries and also includes brands such as AUDITOIRE, BEING, Digital Arts Network (DAN), eg+ worldwide, The Integer Group®, TBWA\Media Arts Lab and TBWA\WorldHealth. TBWA’s global clients include Accenture, adidas, Apple, Gatorade, GoDaddy, Henkel, McDonald’s, Michelin, Nissan, Pernod Ricard, Pfizer, Standard Chartered Bank, Singapore Airlines, Sotheby’s and Vichy. Follow TBWA on Twitter and Instagram and like us on Facebook.

About Omnicom Group Inc.
Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

Jenna Hollmeyer
U.S. PR Manager
[email protected]

Elizabeth Rosenberg
Director of PR and Communications
TBWA\Media Arts Lab
[email protected]

Jane Fraser
Director, Marketing Communications
TBWA\Asia Pacific
[email protected]