Female leadership in advertising creativity.

MONTES, CLARA; ROCA, DAVID

This research studies female creative directors in advertising as leaders. It focuses on their presence in the creative departments rather than in the causes of their absence. We interviewed six Spanish female creative directors, who managed to reach and stay in that department. The paper reveals how they understand, execute, self-perceive and project their leadership, and how they perceive that their employees value them. The results show that these women fit in the definition of a leader -vs. a manager- proposed by the literature. Their leadership can be framed within the effective, creative, transformational and democratic style that nowadays identifies the ideal leadership.

SPAIN; ADVERTISING agencies; CREATIVITY in advertising; LEADERSHIP in women; GENDER role; CREATIVE directors

Cuadernos.info, 2016, Issue 39, p113

0719-3661

Academic Journal

10.7764/cdi.39.1039