Page 39 - AdNews Sep-Oct 2021

Meet the Team
CONNECTING
For the first time in Colenso BBDO’s 51-year history, the agency has a female managing director. Angela Watson stepped into the role in April this year following a global search to fill the position.
TO CULTURE
Watson has spent more than 30 years in the industry after starting out as a receptionist at Saatchi & Saatchi in Wellington — a time when there were no women in top jobs across agencies. She says her leadership reflects a shift in the New Zealand advertising industry towards gender equality as more women can be seen in leadership positions.
“When I started out compared to where things are at today, change has actually been really slow until the past five or so years,” says Watson. “They talked about it as a boys’ club. It wasn’t even just a boys’ club, the advertising industry was a man’s world. Within that, perhaps only a certain type of woman succeeded whereas now it’s an era where women are in these leadership roles not because they’re the female equivalent
of men but because they can be themselves.”
A top priority for Watson during the next 12 months is to boost Colenso
BBDO’s diversity beyond gender equality.
This will not only provide equal opportunity for local talent and
reverse the “monoculture” in New Zealand’s adland, but it will also help the agency connect with different types of audiences and forward-thinking clients.
“To be part of culture you have to reflect and represent culture,” says Watson. “That connection to culture is where we want to expand.”
“As opposed to thinking about disciplines or tech and social, although there are areas we do want to expand, we are thinking about how we can grow so we’re more connected to culture — much more than we already are.”
Colenso BBDO has policies, such as parental leave, to help encourage diversity among its staff, which currently sits at about 120 members. The agency is also in the process of developing goals as part of its Diversity & Inclusion charter.
“The more people we have from different backgrounds, the more opportunity we have to make more of an impact in culture,” says Watson.
Newly appointed Colenso BBDO boss Angela Watson wants to get the agency connected to New Zealand culture. That means increasing diversity and driving authenticity.
WORDS BY
MARIAM CHEIK-HUSSEIN
www.adnews.com.au | September/October2021 39