72andSunny, VML Become the First Agencies Certified by 3% Movement
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Talent has no gender, the expression goes. And now the 3% Movement is making agencies put their money where their, well, talent is. MDC Partners’ 72andSunny and WPP’s VML are the first agencies to become “certified” by the equality advocacy group for creating inclusive cultures in which both men and women can thrive.
The 3% Movement — not to be confused with 3 Percenters — announced the results of its inaugural certification program at its sixth annual conference in New York this week. Upon the for-profit organization’s founding, only 3 percent of U.S. creative directors were women. That figure is now up to 11 percent.
But the 3% certification goes beyond changing the ratio of female creative directors in the U.S. and stretches into all areas of gender equality and inclusion, say organizers. A “handful of agencies” went through the first process, says Lisen Stromberg, chief operating officer of 3%, declining to discuss any other than 72andSunny and VML.
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