MUSE Gold

Sweden

2022

Mad Women - A Herstory of Advertising

Entrant Company

Mad Women Academy/UKnight AB

Category

Publication

Client's Name

Sub-Category

Book

In 2021, the second edition of 'Mad Women - A Herstory of Advertising' was published in English and sold and distributed globally, with the aim of inspiring and empowering even more women AND men in the ad industry. The book contains interviews with 17 ad women all over the world, of different backgrounds and ages, in different professional roles, offering role models and hands-on advice on how to make it in the industry. The female perspective is largely missing from both ad agencies/organisations and from the content of advertising, which shows that we still have far to go when it comes to equity. It is also a crucial business issue as all research shows that more diverse and gender equal workplace are more creative, innovative and profitable. And furthermore, 85% of all domestic purchases are influenced by women and women are becoming more and more of a stronger force financially, as young women to a larger extent than young men proceed to higher education today. To not understand, represent and communicate with women in a relevant way is sheer lunacy. 'Mad Women' is selling all over the world and has been followed by global lecturing tours by the author, Christina Knight, which shows that there is a huge interest but also a huge desire to understand how the industry needs to be more inclusive and representative in order to be relevant on the market. The book was written by Christina Knight, published by OLIKA Förlag, a Swedish publisher focusing on gender equality and diversity and it was supported by Komm! - The Swedish Association of Advertising Agencies.

Credits

CEO/Komm!
Jessica Bjurström/Linda Nilsson
Art Director/Designers
Helena Thorsell /Malin Trotzig
Editor/OLIKA Förlag
Marie Tomiçic
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