7 questions with J. Walter Thompson Beirut’s creative director, Paola Mounla
1. What are the challenges you have faced on account of being a woman?
To be frank, throughout my career, I have never faced challenges based on my gender. However, the industry as a whole still objectifies women – not in the workplace but in the work itself. Women are often still portrayed in traditional roles in ads. If we are serious about change, we need to tackle this.
2. How have you dealt with these challenges?
By being aware of the work we put out there. In the same way that work can objectify women, if used correctly, it can change the entire conversation. A good example is our latest campaign “Em Khalil” for our client Bou Khalil Supermarket.
3. How do you think the regional advertising industry is faring in terms of encouraging and empowering women in the workplace? Is it all talk and no action, or has there been real change?
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When it comes to J. Walter Thompson, in the region, there are many women in leadership roles. In my experience, it has been a network of equal opportunities, meritocracy and diversity from the start. JWT also has an excellent programme for women leaders called LeaderSHE, which I’ve been involved with – inspiring and motivating.
4. What do you think of the portrayal of women in advertising? Campaigns such as Nissan’s “She Drives” or Ariel’s “Share the Load” are a few such examples. Is this change being well reflected in advertising today and what needs to change?
What we need is more of these campaigns. Campaigns that change the conversation and empower a new mindset. Communication has the power to break molds and change the world. We have the power to create meaningful communication. It’s a responsibility we must all share.
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5. Is it imperative for brands to take a stance on women’s empowerment and participate in social change movements such as #MeToo and why?
It is not imperative but when a brand can do good, it should. Be it gender equality, alleviating the refugee crisis, raising awareness on global warming etc. if the cause makes sense to the brand, then yes.
6. What is your advice to young women looking to make it big in the industry?
Focus on the work you create. It speaks for you more than your gender.
7. And finally, what is your advice to men (young or old, junior or senior) when it comes to their attitude toward women in the workplace?
The same. Gender parity is not related to the quality of an individual’s output. Focus on the work you create. It speaks for you more than your gender.
