Patritia Pahladsingh’s “Commitment to Inclusion & Diversity”

Patritia> When I first heard the news about winning the Coq d'Honneur, I was truly in shock and felt like it was a mistake. I thought that they might have reached out to me for someone else. However, it was a great honour to receive such a prestigious award, which recognises exceptional and inspiring contributions to the creative industry. Winning the award was a testament to my strong commitment to inclusion and diversity, dedication to getting young people excited about the creative industry, and being a role model for women who want to make a career. I am proud to be recognised for my efforts, and it has given me more motivation to continue working towards creating a more inclusive and diverse industry.

Patritia> When I first started in the industry, I was actually applying for a marketing job at McDonald's. However, I soon discovered that the fast food giant had outsourced their marketing department to a creative agency. I was intrigued by this agency and the work that they were doing for their clients, as creativity seemed to be at the forefront of everything they did. As I learned more about the advertising industry, I became increasingly interested in pursuing a career in this field. I was fascinated by the power of advertising to influence people's thoughts and behaviours, and I knew that I wanted to be a part of it. Breaking into the industry was not easy, but it was an incredibly rewarding experience. I had to work hard to gain the skills and experience that I needed to succeed, but I was fortunate enough to have some wonderful mentors along the way who helped me to grow and develop. I am grateful for the opportunities that I have had and for the people who have helped me to get to where I am today.

Patritia> When I was younger, I used to play guessing games with my sister where we would try to guess which brand or client was being advertised in TV commercials. It was through this game that I first became interested in the world of advertising and creativity. Initially, my goal was to work for a well-known brand that had a large marketing budget and was able to create those high-quality TV commercials that I was so fascinated by. However, as I began to learn more about the industry, I realised that advertising was much more than just creating beautiful commercials. It was about creating powerful messaging that could connect with people on a deep level and influence their behaviours and choices. As I continued to explore this field, I discovered my passion for using creativity to solve complex business problems and drive results for my clients. This led me down the path of pursuing a career in advertising, and I have been fortunate enough to work with many A-brand companies and create impactful creative assets for them. I feel grateful to have found a career that aligns with my interests and allows me to make a meaningful impact in the world.

Patritia> I remember reviewing a TV commercial for my CCOs early on in my career, and feeling disappointed that I couldn't fully appreciate its impact and effectiveness due to my lack of understanding of marketing. This experience taught me the importance of approaching work from a consumer's perspective and keeping things simple and impactful. It's a lesson that has stuck with me throughout my career, and one that I believe is essential for creating effective advertising that resonates with audiences.

Patritia> My commitment began when my twins, Mila and Noa, were born. When they were three years old, Noa expressed to me that she wanted to become a boy so she could pursue professions like skateboarding, professional football, and dentistry, which she believed were reserved for males. This was a wake-up call for me and made me realise that we still have a long way to go to achieve true equality, not only in society but also in the creative industry.

Patritia> The Netherlands is often recognised as a leader in promoting diversity, equity, and inclusivity in the workplace, but as with any country, there is always more work to be done. In the creative industry, it is particularly important to prioritise inclusion and diversity, as we have the power to shape societal views through our work. Many companies in the Netherlands have made inclusion and diversity a top priority, recognising that it is crucial for success in today's world. By considering the needs and perspectives of all individuals, we can create a more equitable and just society for everyone.

Patritia> To truly support inclusion and diversity, we need to focus on educating and empowering young people from cross-cultural backgrounds. Unfortunately, many parents from diverse backgrounds do not see the creative industry as a viable and serious career path. This is where we can step in and make a difference. By reaching out to young people and their families, we can highlight the importance and value of the creative industry and the opportunities it offers.

There are several ways to do this. One effective approach is to go directly to schools and inspire students with the creative industry. Another approach is to offer internships to students from diverse backgrounds, providing them with hands-on experience and an opportunity to become more acquainted with the industry. By actively engaging with and empowering young people from diverse backgrounds, we can create a more inclusive industry.

Additionally, celebrating and acknowledging the contributions of women, cross-cultural groups, and LGBTIQ+ individuals as role models is important. Representation matters, and we can create a welcoming environment by embracing diversity.

Patritia> Yes, one of these initiatives is our sponsorship of BrandedU, which provides young women with mentors to help them advance in their careers. We also offer flexible work arrangements, such as job-sharing and part-time schedules, to accommodate our employees' needs at all stages of life. We are committed to equal pay for equal work, and our pay equity policy ensures that our employees receive fair and consistent pay based on factors such as similarity of work, location, and tenure at career level. In addition, we have established robust internal training programs, such as the Women in Technology Program, which accelerates high-performing women towards technology-based roles that are in high demand. These initiatives, along with our culture of equality, enable women and people from diverse backgrounds to advance and thrive in their careers at Accenture Song.

Patritia> I find inspiration from my children as I want to create a better world for them to enter into as professionals. Talking to young people is another source of inspiration for me, as it can be challenging for young females to be taken seriously. It's essential to recognise the importance of making everyone aware of inclusion and diversity, including those who are not part of cross-cultural groups, LGBTIQ+ or females. We must work together to create a world where inclusion and diversity are the norm, and future generations won't need a strategy on I&D (inclusion and diversity).