Golin’s ‘Have Her Back’ Receives Inclusive Talent Initiatives Award
Golin’s “Have Her Back” campaign received the Inclusive Talent Initiatives award at the 2019 IPG Inclusion Awards.
In the wake of #MeToo, Golin asked an important question – how many women’s career trajectories and wellbeing had been harmed? In response, Golin launched “Have Her Back,” a progressive stance – and call out to the entire industry – to welcome female creatives back and propel all women’s careers forward. The charge? Take action to change the toxic cultures that pervade creative businesses from one of male entitlement to one of shared empowerment.
Supporting the commitment to creating a culture of empowerment at Golin, “Have Her Back” encompasses two important pillars: training and hiring. In January 2018, Golin launched an internal initiative across its U.S. offices called Culture of Empowerment. The agency assembled task forces, held town hall meetings and facilitated focus groups to listen and to tackle issues surrounding sexual harassment as well as assault and gender inequality in the workplace.
Another key goal is to broaden the agency’s reach, foster conversations and drive action within the industry. Through “Have Her Back,” Golin brought agency leadership – including Michael Roth, Chairman and CEO, IPG; Kevin Wertz, CEO, Campbell-Ewald; and Karen Costello, CCO, The Martin Agency – together to share actions that agencies are taking to create cultures of shared empowerment. Last year, Golin held events in venues including Chicago, New York and Silicon Valley.
In 2018, Golin increased the percentage of women represented in creative leadership from 20% to 42%, 80% of creative hires were women and 100% of Golin’s male creative directors completed The 3% Movement’s Manbassador Workshops. Golin also created a Culture of Empowerment framework for addressing inappropriate workplace issues – which is rolling out across other IPG agencies.
Golin received nearly 200 resumes through the “Have Her Back” job posting and are helping high-caliber candidates with referrals to other commendable agencies should Golin not have the capacity to hire them. Through the Culture of Empowerment listening tour, they identified a “Clueless, Creepy, Criminal” framework and protocols to address inappropriate workplace issues when uncomfortable situations arise. The program is also rolling out across additional IPG agencies.
With more inclusive teams now in place, Golin’s work has never been stronger or more inclusive. The agency recently helped the Boy Scouts welcome girls into the Cub Scouts for the first time, and helped activate an Equal Pay Day campaign on behalf of Luna Bar.
In 2018, the Have Her Back campaign garnered 8.7M+ impressions, 13.3K+ social engagements, 3.2K+ social mentions, 200+ event attendees.
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