"I find the gender discussion tiresome. Not just in our industry. In general."
Is there pay equity in advertising agencies? Why aren’t there more women in leadership positions in the communications industry? Do women face disadvantages in this field—and is a discussion about gender even necessary? *Werbewoche* investigated. We spoke with eight of Switzerland’s most successful female advertising professionals, all of whom hold executive positions at leading agencies. We’re publishing the interviews in our newsletter—and we’re starting with Pam Hügli.
Werbewoche: Why aren't there more women in the executive ranks of the communications industry?
Pam Hügli: Because there are more men applying for the job.
How many women work in your agency and how many men?
More qualified women work in our agency than men.
Does your agency have equal pay?
Yes, I'll make sure of that.
Suppose your agency introduces a women's quota. What do you think of that?
Nothing. I am in favor of the "ability quota" - always have been.
What would have to change to make it easier for women to reconcile family and career?
The attitude of employers. But sometimes also the desire and willingness of mothers to combine the two. And the social framework conditions. Working women are still stigmatized in Switzerland. Sentences like "Why did she have a child if she wants to go to work?" are completely out of line, but reflect society's attitude. In my eyes, this is completely out of date. We should take an example from our neighbors in France: There, gainful employment for mothers is specifically encouraged and childcare provision is much better. It is also a matter of course that people return to work after maternity leave.
"Sentences like "Why did she have a child if she wants to go to work?" are completely out of line, but reflect society's attitude."
If you were a man - would you be in a different position today?
As an emancipated man, I would probably be at home today looking after the children.
What can men do better - in relation to your professional environment?
Men have the "buddy gene". It helps them to give each other a friendly pat on the back after just a little small talk in order to network.
What can women do better?
Women have the "trust gene". It helps them to build trust during a conversation in order to network. As you can see: The difference is there, but it's not as big as we always think.
Why are there more advertisers of the year than advertisers of the year?
Because they are not nominated.
Which professional colleague has impressed you the most in her career so far?
I think all those women who don't make gender an issue, but simply do a good job, are cool. Which - as we all know - is not always that easy. Not for men either, by the way.
Have you - in relation to your professional career - ever had negative experiences that you would not have had as a man?
I have never asked myself this question. In general, we women should stop thinking that we have to constantly compare ourselves with our male colleagues.
What advice do you have for young women who want to enter this industry and reach your position in the medium to long term?
I generally advise all young people, regardless of gender, to work hard to achieve their goals. Nothing comes from nothing. Our industry demands a lot. Passion is essential. And you have to "suffer" a little to get to the top.
Do you recommend that young women enter your industry?
Of course, absolutely. I also enjoy coaching them.
What do you think of the gender discussion in your industry in general?
I find the discussion pointless. Not just in our industry. In general. If you want to achieve something, you have to make an effort. And stand up for yourself.
On Monday: Petra Dreyfus, Wirz
Editors: Ann-Kathrin Kübler, Thomas Häusermann
