Heidi Hackemer – On females in advertising

@uberblond has worked at BBH, Droga, Anomaly and more recently as Director of Brand for Google’s Advanced Technology and Projects (ATAP) group. In this interview Heidi talks about her experiences in advertising and the female perspective.

Short and Sweet

  • Heidi studied advertising and english literature before she moved to NYC and started a job as a copywriter. During that time she discovered planning and moved into it. After 3 years at BBH Heidi bought a truck and travelled around America for 2 years whilst freelancing whenever needed.
  • From her experience, especially being a young female planner, sometimes clients and your colleagues don’t want to take you seriously. You have to work hard to present yourself seriously. For example your skirt shouldn’t be too low, your neckline shouldn’t plunge – otherwise it’s just very difficult to have a seat at the table. Especially in an industry that is so casual and open minded we sometimes forget that these things are part of reality.
  • Women Planners, especially when they are younger, have to be 120% prepared. You have to go in with all of your shit together to have the right answers when people may poke at you.
  • Furthermore women should build better networks. When Heidi was in her 20’s she didn’t look at women as allies. Only when she realized that her most supportive people were the women in her network, she actively extended her circle. And having freelanced for 3 years she met many amazing women in NYC she draws inspiration from.
  • Although the cards aren’t in our favours yet – e.g. men still get paid more – women shouldn’t act like victims. Instead of man-hating and using this kind of negative energy women should approach the topic with the confidence of who they are on an individual basis and reach out to other women in the industry to build networks.
  • Women have a good outlook into the future: there is a shift from a traditionally masculine way of conducting business to a more female approach where it’s all about collaboration, sharing and working together. These new values are rising and it’s exciting to be a part of that.
  • Her final tips: 1. Stick together. Find female friends. 2. Get your shit together. Control your voice and control your hair. 3. Don’t be afraid of who you are. Don’t try to be something that you are not.

Some Statements we liked

“Stick together. Find the female friends.”

“Don’t be afraid of who you are. Don’t try to be something that you are not.”

More about Heidi Hackemer

You can find Heidi on Twitter, she is an excellent source on Slideshare and she currently runs her own company which you can check out here.

The Planning Salon © 2018