Bartle Bogle Hegarty (BBH) in London has partnered with industry charity NABS to launch HERd, a network and training program for women in advertising which is designed to make work better for women and accelerate the next generation of leaders.
HERd marks the first time the charity has partnered with a business on a training program specifically for women. HERd will be tailored to suit women at all stages of their careers, giving them tools and techniques to support their career progression and mental wellness, in and out of work.
The launch comes following the publication of the 2023 All In Census, created by the Advertising Association, the IPA, ISBA and Kantar, which found that 29% of women believe gender hinders career progression and 55% believe parental leave has negatively impacted their career, versus just 6% of men.
The HERd program will include group training, coaching, speaker events and speed mentoring sessions, providing spaces for women to examine issues around career progression, maternity leave and returning to work, leadership values and maintaining a positive work life balance. All sessions will be led by NABS coaches, who are experienced in facilitating psychologically safe spaces that foster growth and development.
Holly Ripper, managing director at BBH London, said, “We want to arm women with the skills and tools they need to further their careers and build confidence in their own way. The truth is that within our industry, there are still hurdles that women need to negotiate and there are still inequalities that exist. We know we have to do more to support women and our actions must match our words. This partnership with NABS is just one way we are doubling down on our long-term mission to create more equal opportunities and support the next generation of female leaders. It’s crucial to retain the best talent and it’s non-negotiable to end gender inequality in the workplace.”
In its first year, HERd will be incubated within BBH and tailored to women already working at the agency, with all sessions taking place during work hours to ensure it walks the talk of a positive work-life balance. In 2024, BBH aims to open up the program to people outside the agency, at no cost. All proceeds paid to NABS by BBH for HERd training will go straight back into NABS to further support the thousands of women across the advertising industry who benefit from access to NABS free services every year.
Ripper added: “We have seen the impact it has when we open up initiatives we have incubated within the agency, such as the Unsigned Union which has grown from a platform within BBH to shine a light on unrepresented artists, to an industry wide collective designed to foster, work with and celebrate emerging creative talent. The more people we can reach with HERd, and support in progressing their careers, the better.”
NABS has supported the advertising community since 1913 by providing mental wellness services such as coaching, training and confidential advice, constantly evolving its offer to reflect the changing needs of the industry. It has built up expertise in professional training and support for women through delivery of its Working Parents Program, partnerships including the WACL Talent Award, and via key campaigns such as timeTo, a joint initiative with WACL and the Advertising Association to end sexual harassment in adland. NABS’ most recent developments include its Inclusive Leadership training program and All Ears community consultation, reflecting the charity’s ongoing commitment to partnering with the industry and evolving its offer to futureproof its service.
Sue Todd, CEO of NABS, said, “Our mission is to advance the mental wellness and support the development of individuals through training and coaching in the advertising, media and marketing industry, and we believe that HERd will play a significant role in achieving that goal. We look forward to working with BBH and the women who participate in the program to create positive change.”
