“See It & Be It”: Jen Putnam, CCO of Allen & Gerritsen

 

The 4A’s is committed to gender equality and diversity, as a whole, in the advertising industry. As part of our “See It & Be It” series, we invite industry leaders to share their wisdom on how to succeed in advertising despite your gender, age, sexual preference, racial background, etc. Here Jen Putnam, CCO of Allen & Gerritsen, shares her point of view.

Words of advice to young talent:

Don’t be so quick to define the role you want to play within your industry. A certain skill set can definitely help you get your foot in the door, but at the end of the day, one of the beauties of this business is the exposure to different opportunities and capabilities. So, it’s important to stay open to the idea of playing hybrid roles. Get the job that aligns with your skills, but never stop dreaming or imagining where your path can take you. My path certainly took a turn I didn’t anticipate—I started out as an art director in general advertising but then fell in love with the digital space and real-time, one-to-one marketing. All of a sudden, I was trying new things and advancing until finding myself in this role [of chief creative officer] that I never, ever imagined I would be in. There are a lot of people who talk about fear and nerves in a negative way—but I believe that the minute those feelings are gone, you’re cooked. I actually love that sense of urgency and flutter of uncertainty with every new role—it means I’m challenging myself and continuing to learn. Pushing beyond my comfort zone and growing as a result.

A moment of overcoming discrimination in the business:

As a junior art director just starting out, I was placed into a group working with only men. The outright sexism and disrespect was shocking. Women in storyboards would be referred to as “home-wrecker” and “jailbait” and other derogatory terms. I was worried that I wouldn’t be effective in my job due to this toxic environment. Determined not to be forced out by bullies, I went to the agency director—but I was only told “boys will be boys.” I was fortunate enough to be noticed by another woman who had been impressed with my work and offered me the chance to move into another group, led by a woman, to prove myself with her. And that made all the difference. That was my first instance with discrimination in the business, and while I sadly can’t say it has gone away, I have been lucky to find working environments that are far more inclusive. In my experience, sexism has evolved into less overt actions and more unconscious biases as time has gone on, but it very much still exists at the industry level. For me personally, the lessons that I learned from that first experience of sexism—particularly that I stood up to it and lived to tell about it—and the support of those two senior women who became my mentors remind me whenever I encounter discrimination that there is a way to overcome it. I want younger women, and all minorities rising through the creative ranks to be empowered to rise above it, and to have resources within our industry that can aid in their perseverance.

First mentor and what that meant for your career:

My first mentor was one of the female leads I mentioned previously. I literally find myself emulating her today every time I shriek with delight over an idea (and yes, my teams will tell you I do just that!) She not only gave me the opportunity to prove myself in her group—which I did by jetting off to Paris within months to produce a major campaign for General Mills—but she also showed me that you must bring your emotions to work every day. Despite the dated advice we hear too often about not doing so, emotion guides me in assessing good ideas and inspiring my teams. She was also the person who showed me to never give up on your dreams. As a Group Creative Lead at DDB, she left to take on a bigger role in the Chicago advertising community. When I asked her why (assuming she was content where she was) she told me point-blank, “I still have dreams too, Jen. Make sure you never lose sight of yours.”