EACA: ‘Creative Equality in Advertising 2024’ report
The European Association of Communications Agencies published a new report during Cannes Lions 2024 which looks at gender inequality in teams behind award-winning campaigns.
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The research compiled winners of Gold and Grand Prix awards from sixteen European countries, recognised by the biggest creative award shows in each country as well as European and global awards including Eurobest and Cannes Lions. It was conducted by EACA’s DEI Task Force, in collaboration with Nord DDB, TBWA and ACT Responsible.
Despite industry progress in gender equality, the research found that only 24% of creative awards in Europe have been awarded to women over the past five years (2019-2023). Other findings:
- The best-performing country was Greece with 42% of the Gold and Grand Prix awards going to female creatives, followed by Finland (32%) and Sweden (30%).
- The worst-performing in Europe were France and Poland with 12% of their top awards going to creative teams that included women, followed by Ireland and Belgium with 14%.
The report also provides a set of actions for change and includes insights from industry experts on factors that contribute to the gender gap in creative award wins, and potential solutions.
