Krista Hansen, Chief Design Officer at GMR Marketing, is a heart-led Experience Design leader, passionate about building talented teams. This Women's History month, we had the opportunity to chat with her about what it takes to build equitable teams and the industry's responsibility to set the next generation up for success.
In what ways can women in advertising pave the way for or support younger women hoping to break into advertising?
A few years ago, I formalized my leadership philosophy. Through a rigorous, introspective process, I arrived at a pointed perspective: I exist to be a people-centered change agent who illuminates the path forward and the future ahead. While this statement is mine, I challenge every person, women, and men alike, to illuminate the path for those who have yet to come upon it. It's not exclusively a woman's responsibility to bring up the next generation of female talent. This means clearing challenges, paving the way, and shedding light on a future yet to be seen. Let's take time to coach or mentor students because we used to be them. Remember writing your first resume? Coach an entry-level woman to stand out from the crowd with a unique presence. Let's be that leader we always needed. Encourage involvement in organizations to network. Let's set our next generation up for success – let's illuminate the path they cannot yet see. Let's send that elevator back down so our next generation of fearless female leaders can rise.
How can we close the gap created by ageism, especially among women, in the industry?
I'm in the middle of my career; nowhere close to done, and certainly no rookie. It's fascinating and terrifying to think about what's next. I find myself asking, will I age out? Am I no longer hip and cool? Will I be replaced? How many of you over 40, have asked yourself the same questions? Let's stop. We're focused on the wrong things. 180 your perspective for a moment. What if I'm aging INTO the best part of my career yet? What if I can set new trends like being powerfully heart-led, offering vulnerability, and being authentic — and that’s what makes me cool?
I'm not denying that ageism exists. It does, and I've felt and experienced it. But if we stop focusing on what isn't right, shift gears, and focus on what is, I've found that others believe in you more, no matter your age. Your experience becomes wisdom, and there is nothing that can replace it. Let's own that.
How does your experience as a woman in marketing inform your work?
Working in marketing and sports for my career has given me a unique perspective and experience. First, I managed to double down and live in two male-dominated industries. This has taught me resilience, but even more so to use my voice for good and to share a point of view that no man will likely ever see first, but as a woman, I do. It's allowed me to shape the perspectives of partners and counterparts to see things through lenses they do not possess. Secondly, this career allows me to see everything as an experience. Because it is. Everything we do can shape how we see, smell, feel, taste, move through, and touch the world. This makes my approach to everything I do stronger because every experience matters.
Gen Z is a generation of digital pioneers and has shifted the framework of many industries. How have this new generation of young women impacted the advertising industry and where do you anticipate they will improve the workplace going forward?
I'm a Gen-Xer. First to possess an astronomically expensive cell phone. I thought I was advanced. But wow, the Gen Z digital natives of today can teach us all a thing or a million. As leaders, we need to hear out and sponsor their ideas. Let's give them the space to show us how to make magic with tomorrow's technologies. And perhaps most importantly, when a woman expresses interest, let's show up for her. We need more women who are fearlessly playful in digital tech and engineering. Let's give her the chance to leverage technology to be a game-changer for our wildly evolutionary industry. Let's create space to fail and always award and celebrate successes because when those moments arise, they can be a game-changer for our teams, company, and clients.