Subscriber login Close [x]
remember me
You are not logged in.

Diageo sponsors initiative to support female creatives returning to work

Published:  07 February, 2019

Diageo has been revealed as the exclusive sponsor for the Creative Equals ‘Returners’ scheme - #CreativeComeback.

The scheme is designed to support women in UK-based creative industries as they return to work after a career break of at least 12 months.

Backed by the UK Government Equalities Office, it will see 50 female art directors, producers, copywriters, data analysts, designers and concept creators participate in a two-week programme that aims to help place them back into work.

“I am proud to sponsor the #CreativeComeback Scheme,” said Syl Saller, CMO of Diageo. “When just 12% of creative directors are women it’s not enough to talk about our ambitions for change, we need concerted action to turn the dial.”

The eight-day training programme will run over International Women’s Day in March. The first week will bring the group up to speed on the latest creative and tech developments, while the second will see them working on briefs for two Diageo brands – Baileys and Guinness. This will be followed by a four-day programme in Manchester from 19-22 March.

“There is a wealth of top female talent and experience leaving the creative industries that we cannot afford to lose,” said Grainne Wafer, global Baileys brand director. “The returners will be working on challenging and exciting briefs for some of our biggest brands and I can’t wait to see what they come up with!”

Returners will then go on a two to six-week placement or a flexible job with one of the Creative Equals founding partners and will be supported by a dedicated coach throughout.

“#CreativeComeback is how we create real tangible action to change the ratio of women in creative,” said Ali Hanan, founder of Creative Equals. “We have had more than 195 applicants for our programme – an overwhelming response.

“With training from D&AD, Facebook and many top coaches, we know this programme will help put bridges back to work for those who have left due to children, cancer, caring responsibilities or other reasons. We are thrilled to have Diageo behind #CreativeComeback – its continued investment and commitment to fast-track diversity and inclusion is making profound change.”

In 2018 Diageo was named by Thomson Reuters as the 4th most inclusive and diverse company in the world and ranked by Equileap as the best company in the UK for gender equality. In January 2019 it was recognised in the Bloomberg Gender Equality Index.