The Spanish advertising industry and female advertising professionals:A gendered view of the creative department | Intellect Skip to content
Volume 4, Issue 2
  • ISSN: 1757-1898
  • E-ISSN: 1757-1901


The aim of this study was to analyse female participation among creative advertising professionals who worked on top advertising campaigns between 2004 and 2008 (according to the Spanish advertising trade press). A total of 581 advertising campaigns were reviewed. This study found evidence of horizontal and vertical segregation in the advertising industry. Female advertising practitioners were under-represented in industry accolades. The lowest female participation was found in the creative department, while women outnumbered men in the account and the media services departments. Segregation was found in job positions and team composition and gender division was encountered in the account categories creatives were working in. This study suggests that female creatives occupy lower job positions than men and are less involved in the decision-taking process of the final advertising products.


Article metrics loading...

Loading full text...

Full text loading...
This is a required field
Please enter a valid email address
Approval was a success
Invalid data
An error occurred
Approval was partially successful, following selected items could not be processed due to error