Diageo Announced As Exclusive Sponsors For Creative Comeback Campaign

By Publications Checkout
Diageo Announced As Exclusive Sponsors For Creative Comeback Campaign

Diageo has been announced as the exclusive sponsor of the briefs for the Creative Equals ‘Returners’ scheme called #CreativeComeback.

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

The programme is backed by the UK Government Equalities Office and will see 50 women returning to work as art directors, producers, copywriters, data analysts, designers and concept creators take part in a two-week programme that ultimately aims to help them re-integrate.

“I am proud to sponsor the #CreativeComeback Scheme as 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,” Syl Saller, chief marketing officer at Diageo, said.

“This year’s International Women’s Day theme ‘Balance for Better’ must be championed in the creative industries. Balanced creative teams produce better work, balanced leadership makes better decisions and gender-balanced workplaces benefit everyone.”


The Programme

The eight-day training programme will run over International Women’s Day in March. The first week will focus on bringing the cohort up to speed on all the latest creative and tech developments.

The second week will see the group working on briefs for two of Diageo’s iconic global brands – Baileys and Guinness. This will be followed by a four-day programme in Manchester from March 19-22.

Following the programme, returners will then go on a 2-6-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. We have had more than 195 applicants for our programme – an overwhelming response,” Ali Hanan, founder of Creative Equals, said.

“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.”

© 2019 Checkout – your source for the latest Irish retail news. Article by Aidan O’Sullivan. Click subscribe to sign up for the Checkout print edition. 

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