Managing Director at Havas Germany, Christiane Bruszis, is a well-experienced communications and marketing manager on the brand and agency side, highly committed to female empowerment and ageism.
She speaks on opportunities for career advancement, ageism, and driving more equitable workplaces for all.
In what ways can women in advertising pave the way for or support younger women hoping to break into advertising?
Truly empowering younger women in our industry requires a multi-faceted approach, involving mentorship, role modeling, guidance, and support, particularly focusing on continuous improvement of both mindset and skillset. This endeavor should be complemented by structured programs and training sessions. For instance, at Havas Germany, we have implemented targeted measures to promote and empower women. Locally, this includes the regular Oxford Leadership program tailored for female professionals, and globally, our Femmes Forward program. Furthermore, we provide a dedicated mentoring program called the "Mentorverse" for our younger talents. In this program, seasoned professionals serve as mentors to our younger talents, offering targeted guidance and serving as point of contact for questions related to the job, personal development, and various skill-building ambitions.
Overall, the sharing of own experiences and insights about female leadership, along with the creation of network opportunities, can significantly help to empower and inspire younger women to pursue their goals.
How can we close the gap created by ageism, especially among women, in the industry?
There are many ways to close the gap created by ageism: promoting age diversity and inclusion initiatives within organizations is one such approach. This can involve implementing policies that prevent discrimination based on age and providing training and education on unconscious bias.
However, it is paramount that we actively address these topics and foster dialogue. We need to “unmute” conversations, for example, on topics such as the impact of the menopause, which is an important issue for me personally and one that requires open discussion and explanation. Under our cultural umbrella of “Havas All In”, we consolidate all our efforts to drive exchange and raise awareness among generations – in order to facilitate listening and learning from each other and to create a culture that values experiences and expertise.
Lastly, we advocate for equal opportunities for all employees regardless of age, including access to leadership roles, resources, and ongoing support for career growth.
How does your experience as a woman in marketing inform your work?
In my experience, female professionals may bring stronger collaborative and cooperative leadership skills to the table. Consequently, I consistently advocate for cross-functional and age-diverse teamwork based on trust, respectful and transparent communication. Also, business partnering is crucial for involving everybody in achieving business goals while fostering personal growth.
Empathy, passion, and emotional bonding are further aspects of my work aimed at creating the best workplace and meeting our clients’ expectations. In my experience, women often offer a unique perspective on consumer behavior and preferences, which can contribute to creating more targeted, effective, and meaningful marketing campaigns. And yes, we excel in building relationships and connecting with others. I firmly believe this is valuable asset for my work and the foundation of my success.
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?
The new generation of young women has significantly influenced the industry by challenging traditional gender norms and pushing for more diverse, inclusive representation in campaigns, as well as calling for deeper purpose. They have also introduced an ease and fresh perspective to marketing strategies, emphasizing authenticity, empowerment, social responsibility, and bolder story angles.
Personally, I appreciate the “trial and error” mentality and the constant focus on mental health. Young women are likely to continue advocating for equal pay, opportunities for career advancement, work-life balance, and driving more equitable workplaces for all. And that's a good thing because, after all, we still have a long way to go.