NOTHING IS IMPOSSIBLE

How does a working mum survive in the fast-paced, cut-throat world of advertising and marketing? Katriona Lewis speaks to Erika Darmstaedter, mother of two and worldwide executive at Saatchi & Saatchi.

Recently labeled the most resented, discriminated against and patronised social group in Britain, working mothers of the 21st century have quite a reputation. The final report of the Equalities Review, commissioned by Tony Blair, revealed that mothers with young children face “intolerable levels” of inequality in the work place - worse than ethnic minorities or the disabled. Perhaps this is a stark reminder that we are less than a century away from our feminist ancestors who initiated the changes we must sustain and promote.


Ideas company, Saatchi & Saatchi performs to the motto of “Nothing is impossible”, emblazoned in the stone of the top step at their London headquarters on Charlotte Street. As an employee, these are the first words you see every day as you enter work. The ethos is just that: possibility.


Erika Darmstaedter has been with Saatchi & Saatchi for 14 years. Starting at Young & Rubican as an Account Co-ordinator, her beginning at Saatchi & Saatchi Switzerland was in business development. She then went on to Strategic Planning and eventually took on the role of Chief Executive Officer. Erika then moved to London to develop the network of Saatchi X, a specialist retail division of Saatchi & Saatchi that aims to turn “shoppers into buyers”. She has now been in the role of Director of Operations for Europe, Middle East and Africa for over a year. The mother of two agrees that she has a lot of energy, but explains: “You need to do what you’re passionate about.”


“I have choice,” she says. Erika has been happily married for almost 10 years, her children are now seven and eight years old, and her husband also enjoys a successful career. When Erika had her first child she took six months maternity leave: “I had a fantastic time, but I was ready to come back.” Erika appreciates that she is lucky enough to think of her career as a right rather than a necessity: “Sometimes I think I would love to be a stay-at-home mum, but I would go crazy.”


As Erika left for maternity leave with her second child she was invited to return to the company with the promotion to Chief Executive Officer. “That’s a great Saatchi story,” she acknowledges. “I don’t think I’ve ever been discriminated against within the agency.” Erika’s attitude is gender blind, the only time she can recall feeling affected by sexism in her career was during a client meeting when she was heavily pregnant. She explains, “I don’t think I gave them the sense of ‘wow’ power woman, power agency.” But she is quick to point out that this could have just as much been part of the emotions of the end of a pregnancy as it was anything to do with the impression of femininity she emulated.


“I’m not a bra burner,” she says, but if a sexist advertisement is shown in a meeting she does speak up and voice her offence. “Maybe I can be nonchalant about gender because of the women before me. Clearly there is discrimination; I have been fortunate to not suffer from it.”


It is no longer a man’s world, but from her vantage point on the ladder of success Erika is able to identify disadvantageous differences in the way women approach their careers.


“Women don’t go out and tell people how great they are, and men do. Women tend not to talk about their own successes and can be self-deprecating. It doesn’t matter how great your achievement is, if nobody knows about it you don’t really have an achievement. Don’t just assume that because you’ve done a good job it will be acknowledged.”


It is very important to be at the right place at the right time, a lot of working decisions happen outside of the office. A gender divide can be caused by varying interests between men and women out of hours: “I try to find my way to be part of whatever it is,” explains Erika. Above all else: “Don’t be a martyr”.


“Advertising is emotional and all embracing,” says Joy Middleton, who has worked in recruitment for the industry for 30 years. Joy has interviewed for undergraduate schemes at the top agencies in the country. If you want to get into advertising, she advises: “Read Campaign magazine, watch ads and get an informed opinion. Know at least three favorite campaigns and think about their competition. Consider the future of advertising and have something to say about it.” If you want a career in the industry Joy stresses that “Advertising is interesting and full of interesting people. Be prepared to compete and don’t give up. Ask people what they think about you and don’t forget to tell them how much you want it.”