International Women’s Day tomorrow (March 8) is cranking up the pressure on agencies, not just in terms of their own employment but also the external talent they use.
Hard on the heels of Free The Bid, which has already had some success in gaining more opportunities for female commercials directors, Equal Lens is launching for still photographers.
Equal Lens founder Jaki Jo Hannan (left), integrated producer at adam&eveDDB, says: “I love working with all photographers. But time and time again I’ve seen women miss out on big commercial commissions. After seeing the incredible work that Free the Bid does to promote the work of women directors, we decided to set up Equal Lens to make it easier for agents and agencies to find talented women photographers.
“Advertising should reflect the world we live in, and our goal is to help the industry represent the lens of women and men 50/50. Because, be it cars, fashion or food, there’s no brief that women can’t do.”
Equal Lense says women accounted for less than 25 per cent of those represented by leading commercial photography agents.
Other Equal Lensers include Haylie Craig, art director/designer, Google Creative Lab; Helen Parker and Tanja Adams, founding partners Another Production, Nici Hofer, photographer and art director Nici+Karin and Zuleika Sedgley, senior writer Pentagram.