12 women thriving in APAC: Uzma Farhan

Uzma Farhan, executive creative director, IAL Saatchi & Saatchi | PAKISTAN

Tell us about your career path and achievements.

At times off-road, but overall it’s been a fun rollercoaster ride over 19 years in the business. From being fired for having an opinion to quitting because politics is just not my best friend. I have seen it all. Met federal ministers, state secretaries, the who’s who of bureaucracy and politics, the humblest to the snobbiest.

As for achievements, from the identity launch of a big commercial bank to creating the brand identity for the country’s biggest telecom brand, I have done it all. The current Dunya Ko Bataa Do (Tell the whole World) work for Jazz is my most cherished and recent achievement.

Also, being part of the biggest social media sensation of the year, the famous print ad for Jazz featuring Nargis Fakhri. The curves of a famous international model created the biggest wave of expression the Pakistani social media scene had ever seen.

From planned to unforeseen, my work has made quite a few ripples.

Who is your role model?

Everybody. I am inspired by generality and commonness. I learn from everyone. I love the rawness of a small child, the gullibility of a young teenager, the over confidence of a young entrepreneur, the drama of an actor. They are all my teachers, my mentors.

Do you think there’s a glass ceiling in advertising in Pakistan? If not, why are there not more female creatives directors in Pakistan?

Says who? The number of women creative directors in Pakistan is, if not more, equal to that of male CDs. In fact, if you see the top 10 advertising brands in Pakistan you will find more women CDs and ECDs than men. This is mainly due to the local advertising culture. Women are good talkers, great entertainers and excellent managers. They use emotions to tell and sell a story. Clients are usually men (marketing and branding is still very much a male dominated profession) who like listening to interesting and intelligent women. The chemistry works.

Women read more, know more and are generally more idea-oriented because we are raised to troubleshoot. We have a solution for every problem and communication in our country is more problem-based than numbers-based. We communicate because we have to, not because we want to.

What are the sort of challenges you have faced as a woman in making it to the top of your profession?

Honestly, none. I have been fortunate. But yes generally it is not easy for a woman to reach the top. There is an interesting fact to share about Pakistan here. The percentage of educated women is higher than that of men. Also the top academic positions in schools and colleges are usually bagged by girls, therefore making it difficult for boys to get good jobs to start their careers.

I know a local bank here that actually does not hire girls as a rule, citing that boys need to support families and girls don’t. So the situation at entry levels is actually reversed.

Men face more hardship because of women. But this changes as you go higher in rank. The same women will now have to work twice as hard and will probably need more experience to reach the position than their male counterparts.

But society is changing fast. There are professions previously ruled by men but are now women dominated such as teaching. Private school teaching jobs are exclusively for women, and for this reason education is the least preferred profession among men now in Pakistan verses 10 years ago.

The same is the case in communication. The creative department is fast becoming a female dominated space. Soon women will be in the majority. They are in control already. One gets to see many female faces on account pitches and creative competitions in both the private and government sector.

  What is your view on the assertion (proposed by your former boss, Kevin Roberts) that women do not want management roles in advertising?  

Maybe, yes! Because there is too much male domination around. Women in management end up being the male version of themselves. Management culture is very male-oriented. The codes are all man-made. The dress code, colour code, language code, the politics and even the dirty jokes are all about women. It is hard for a strong woman to let go of her feminine self and be a man.

Another strong reason could be that women have more responsibilities than men. Another built-in feature. They are also homemakers. I am a mother and a wife. I do all the regular errands a housewife is expected to do. And I feel guilty when things at home get neglected. Such feelings might explain why some women are reluctant to move into management roles. It’s not because women cannot, it is rather they prefer not to.

What do you make of the claim that women aren’t as creative as men?

I handle the largest telecom account of the country, both strategy and creative. And I am not alone. You will find many more like me in Pakistan, a third-world country with a 60% literacy rate. Need I say more. As for creativity, this is a built-in feature in all women. Men need to make an effort, we don’t. Perhaps this is why creativity is a feminine word.

What advice would you give to a woman who aspires to be a creative director in Pakistan?

Be yourself! The day you start acting like a man you will lose. The time is near when it will no longer be a man’s world. So make sure you are part of it.

The only thing a woman creative needs to control is her ability to find stories when there are none. This can be your biggest asset or your biggest weakness. Use it to sell products rather than sell yourself. Women possess all the qualities of a great creative. But they use it for the wrong reasons.

Fear no one but yourself. Don’t stop for anyone but yourself. The world is not complete without you. You are the beauty that makes this world a beautiful place.