A fresh approach is valuable

Dipti Bramhandkar of Iris North America delineates the importance of self-reflection and ingenuity to improving diversity, equity and inclusion

von India Fizer , AdForum

Iris North America
Werbung/Full Service/ Integriert
New York, Vereinigte Staaten von Amerika
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Dipti Bramhandkar
Executive Strategy Director, North America Iris
 

In the latest of our ongoing series spotlighting incredible women in advertising, Dipti Bramhandkar, Executive Strategy Director at Iris North America, weighs in on the disparities still prevalent in the industry and how recognizing your own implicit bias is crucial to improving equity and inclusivity.

 

Can you tell us a bit about your role and your journey to arriving there?

I started my career in 2000 and I was fortunate enough to secure a job before I graduated from Cornell University. At that time, recruiters were instrumental in assisting graduates with job placements, something that seems to be relatively rare today. While my original goal wasn't specifically to work in advertising, I was introduced to opportunities in the realm of creative business, and found those worlds to be particularly innovative and exciting.

As an English major (who was also pre-med), I had no background studying communications or marketing, and I didn't intern in those fields either. Despite this, I was able to make a positive impact on my potential employer during my first job interview. He hired me on the spot and I’ve never forgotten that. This demonstrated to me that sometimes a fresh approach can be as valuable as a traditional one. My first client as a junior strategist was Burger King. As a lifelong vegetarian, I can still tell you all about the Whopper!

After six years in New York, I moved to England and earned a master's degree from Cambridge University, also in literature. Despite the rigors of academia, I never stopped working, determined and needing to stay engaged with the industry. After two diverse chapters at McCann Erickson and Saatchi & Saatchi X, I founded my own consultancy. Interestingly, one of my first gigs was with Iris London, the very agency where I would eventually end up working.

When I moved back to the States, I continued my consultancy work and eventually got reconnected with Iris’ New York office. Iris is different from any other agency I’ve been part of. I was impressed by the hard work and humility of my colleagues. I ultimately couldn't resist joining their team full time. Initially, I was offered the position of Head of Strategy in New York, but eventually my role expanded to Executive Strategy Director of North America, responsible for our integrated strategy practice across the region.

 

What barriers do women still face in our industry and how can we challenge them?

While there are certainly mentorship opportunities available to women, there is still a significant lack of advocacy that prevents women from advancing in their careers at the same rate as men. This may be attributed to the fact that we still have fewer women than men in leadership positions. A true advocate will help find tangible career growth opportunities and socialize their support in a very direct way to make those steps happen alongside you. There also seems to be, in some cases, a reluctance to promote women into roles that they need to grow into. Rather, women will be performing in that role before they receive the title and compensation, often for a long time.

There is also a longstanding issue of undervaluing the “invisible labor” that women often take on. These efforts may not always result in high-profile or public achievements, but they can play a critical role in fostering team morale, driving internal initiatives, and improving overall work performance. Despite these significant contributions, women are often not given the credit they deserve in terms of promotions or compensation, which contributes to a persistent pay gap. 

Similarly, at a time when many women are deciding to have children or taking the role of caregivers, usually in their thirties or early forties, they are expected to perform exceptionally in their careers, which is an immense challenge. Despite some progress, women still need the necessary institutional support to build their careers and families simultaneously.

An additional insight to consider is that women of color often face significant disadvantages that prevent them from benefiting from recent advancements. Despite the progress made by having more women in leadership roles, those from diverse backgrounds, whether it’s racial, socioeconomic, or cultural, are still falling behind. Addressing this disparity is crucial for promoting equity and inclusivity in the industry.

 

How do you use your position to build equitable teams that are diverse and balanced?

I prioritize three key actions, the first of which involves acknowledging and addressing my own implicit biases. It's important to recognize that everyone has biases, and we all need to actively work to counteract them. This involves self-reflection about questions such as, "Am I providing equal opportunities to everyone?," or "am I allowing everyone to have a voice?” 

My second principle is to avoid hiring people in my own image, and instead seek out individuals who can bring diverse perspectives to our team. I make a conscious effort to recognize and overcome my own biases when evaluating candidates and to seek feedback from my colleagues to ensure that we consider all aspects of a candidate's experience.

Finally, I make a conscious effort not to be trapped by expectations of traditional pathways or pedigrees. It's important to acknowledge that not everyone has had the same opportunities or privileges in preparing for their career journey. 

 

Who are your female advertising icons/role models and why?

I’d prefer to focus on the values that female leaders in the advertising industry embody and that I strive to follow. The first value is the ability of women to maintain humanity and balance in this industry. It's truly remarkable when people recognize you not only for your professional achievements but also for your personal values and integrity. I appreciate leaders who strive to be steadfast and honest in how they carry themselves in their life and at work. This creates a bedrock of trust to build great teams and partnerships.

Moreover, while there are a growing number of successful women in our industry, I'm truly inspired by those who recognize their power and use it to highlight the work of others who may be overlooked or just starting out.