Adolescent Content creates real opportunities for younger women to enter the industry

Championing DEI for authentic representation and inclusive storytelling

por India Fizer , AdForum

Adolescent Content
Digital
Los Angeles, Estados Unidos
See Profile
 

 

Hope Farley
Co-Founder/Chief Executive Producer Adolescent Content
 

Ramaa Mosley, co-founder and CCO of Adolescent Content, a certified woman and minority owned global youth media company, is an award-winning advocate, director, and writer with a career spanning two decades. Since co-founding Adolescent Content in 2013, Mosley leads a team that connects young creators with brands like Meta, Google and Nike, utilizing their natural talents and fostering a unique, youth-oriented voice. 

Hope Farley is co-founder and executive producer of Adolescent Content. With over twenty years of experience, her career includes work on award-winning commercials and music videos for artists like Cardi B, Megan Thee Stallion, and Kylie Minogue. 

We had the opportunity to chat with these talented leaders on paving the way for younger women and supporting women at all stages of their careers.

 

In what ways can women in advertising pave the way for or support younger women hoping to break into advertising?

Ramaa:There’s this catch-22 where you can’t get a meaningful job in advertising if you don’t have a portfolio, but how do you develop a portfolio without access to a job in advertising? This is the problem that we’re working to solve. Women in advertising can help pave the way for younger women by being mentors and role models. They can share their experiences, provide guidance, create opportunities, and offer support to help younger women navigate the industry.

Most importantly, we can open the loop and create real opportunities for younger women to enter the industry. When women own companies or are in leadership positions, we tend to use this to make a difference. This is the work we are doing every day at Adolescent Content. We founded the company partly to create parity in the industry and allow diverse young voices to craft the advertising and stories meant for youth. We look at different metrics when we hire or recruit for our network. We look for raw talent as well as developed portfolios. We created a robust network for young women to join that allows them to be hired to work as creatives and content makers on the projects we do for global brands. Working on a think tank project and then making content allows emerging talent to build their portfolio which is essential to their future career.

 

How can we close the gap created by ageism, especially among women, in the industry?

Hope: Ageism disproportionately affects women in the advertising industry, impacting both emerging talent and experienced professionals. The industry perpetuates a patriarchal notion that a woman's peak value lies in her youth and experience, with some stating that the prime career span for women is just seven years. To address this, companies must implement strategies that support women at all stages of their careers. 

Key initiatives we undertake to address ageism include promoting age diversity in Diversity, Equity, and Inclusion (DEI) programs, facilitating growth through training and leadership development, challenging ageist stereotypes, and fostering a culture of respect for individuals of all ages. Additionally, supporting work-life balance is crucial, acknowledging the diverse responsibilities and priorities of women, including caregiving duties.

 

How does your experience as a woman in marketing inform your work?

Ramaa: My experience in marketing started when I was sixteen. As a teen director, my passion was action and adrenaline-oriented storytelling that also had humanity. I wanted to break the stereotype of a woman directing spots about families, and instead be on the field in the middle of a football game or in outer space on a planet with aliens. I was thinking like a kid, which is what all of us should do. In some ways, I’ve always wanted to hold on to that dreamer part of myself. The challenges of working hard and continuing to hone my craft and relationships despite facing real prejudice is where the women are separated from the girls. I developed an inner fortitude that is reflected in my work.

My experience as a woman in marketing shaped my perspective. It instilled in me a passionate understanding of the power of inclusive storytelling, the importance of authentic representation, and the value of empathy in connecting with diverse audiences. I am a believer in helping others. Being a woman in a male-dominated industry fuels my desire to challenge stereotypes, break barriers, and champion diversity and equality in all aspects of my work. It has taught me resilience, creativity, and the ability to see opportunities where others may see obstacles. Ultimately, my experience has driven me to create my own pathways and not wait for the industry to give them to me. This drive propels me to help others and to create meaningful content that resonates with audiences on a deeper level.

  

Gen Z is a generation of digital pioneers and has shifted the framework of many industries. How has this new generation of young women impacted the advertising industry and where do you anticipate they will improve the workplace going forward?

Hope: The creatives within our Adolescent Storyteller network are digitally native. There’s no time before social or the internet. There’s no time for them when there wasn’t a smartphone. They’ve had the ideas, technology, and means of distribution since they were in first grade. I believe that Gen Z, especially young women, have made a significant impact on the advertising industry. Their digital fluency, creativity, and unique perspectives have brought fresh ideas and innovative approaches to marketing campaigns.

In the advertising industry, Gen Z women creatives have challenged traditional norms and pushed for more diversity, inclusivity, and authenticity in brand messaging. They have a keen understanding of social issues, cultural trends, and digital platforms, allowing them to create content that resonates with a diverse audience.

Their ability to adopt new technologies while questioning the ethics around them is powerful because it shows their flexibility and their integrity.