Miriam Plon Sauer: ‘There's a very short window for women to be taken seriously’

Dec 10

Written By sara .

After two decades in the advertising industry, two children, and a few grey hairs, Miriam Plon Sauer, the SVP Global Strategy Director at McCann Worldgroup, feels she is in the perfect moment and place to drive meaningful change in an industry that, in her view, is not fully harnessing its ‘super powers’ for good and where women’s voices and experiences appear to lose relevance after turning 45.

While the industry is gradually moving beyond the portrayal seen in Mad Men, where Peggy Olson confronted numerous challenges as a copywriter in a 1960s New York male-dominated agency, Miriam observes, ‘there's a very short window for women to be taken seriously; you’re either too young or you’re too old’.

This is why she is determined to make the most of her “short window” to impact an industry that continues to exhibit a significant gender imbalance and often prioritises winning awards over using its influence to drive positive change. In this context, Miriam passionately insists that the industry should not shy away from its responsibility to effect change. ‘It's not just advertising; we have the power to influence people's attitudes and behaviours,’ she asserts. ‘But we're not taking that power and responsibility as seriously as we should.’

Miriam’s journey into advertising is anything but conventional. Born to alternative, environmentally conscious parents who cultivated their organic garden, she reflects, ‘If my upbringing was any sign, I wouldn't have been in advertising.’ With a mother who was an anthropologist, Miriam gained unique insights into human behaviour that sparked her curiosity. Although she was drawn to anthropology, she decided to begin her career as a qualitative researcher, captivated by how insights could be applied in diverse ways.

Despite her extensive experience in leadership positions, Miriam sees her new role at McCann Worldgroup as an opportunity to continue learning. She senses that her passion for anthropology and advertising is finally merging as she recognises the industry's potential to have an impact on multiple levels—by collaborating with clients, building brands that serve as guiding lines for companies, and addressing the gender gap present in the sector.

For Miriam, ‘real change’ does not simply stem from partnering with clients who are committed to social good. Instead, it arises from engaging those who are still on their journey to bridge their ambition for a positive impact with their actions.

Discussing the significance of brands, Miriam emphasises that a good brand serves as a North Star, guiding the company’s decisions in alignment with its mission and values. A brand isn't merely how a company communicates or is perceived through campaigns; it encompasses how the company interacts at every touchpoint—with clients and employees—and fosters connections with consumers.

If the brand were a person that you met on the street, what would its values be?’ The values behind the brand are what help brands connect with customers while also imparting purpose to their employees. ‘When you are working at L’Oréal, you are working to improve people’s self-worth; you are not just selling lipstick,’ she claims.

The same happens with IKEA. It's not about selling furniture; ‘it’s about creating a better everyday life for the many people.’ This mission has been integral to the company since its inception and serves as a guiding light for strategic decisions.

In an era where many consumers choose brands based on their values, it is crucial for companies to remain loyal to their brand and act in accordance with their strategic decisions. Miriam identifies two significant challenges facing organisations today: the need to integrate genuine brand values into the company’s strategy and the imperative to deliver meaningful campaigns rather than one-off gimmicks. While she acknowledges some progress, she believes there’s still much work to be done, especially regarding aligning long-term business strategies with impactful creative executions.

‘I think we are still caught up in the loop of short-term thinking,’ she explains, advising brands to cultivate a deeper understanding of their consumers’ needs and foster long-term interactions. For Miriam, effective strategy involves bridging the gap between client objectives and the creative process, ensuring enriching experiences for all stakeholders.

As she navigates the complexities of her role, Miriam emphasises the need for strategists to broaden their perspectives. ‘We have to understand the entire media landscape, the various consumer interactions with brands, and how we can maximise those touchpoints,’ she explains. ‘There’s a need for curiosity beyond just creating strategies in a bubble.’

Miriam’s inspiring journey is not without its challenges. ‘I’ve always struggled with separating work and my personal life,’ she admits, recognising that the intense passion she pours into her profession can come with a cost. This emotional investment, while rewarding, can sometimes lead to personal disappointment. ‘I’m working on it,’ she acknowledges.

Over the years, she has learnt to apply her professional strategist’s perspective to navigate emotional matters—trying to genuinely understand where people are coming from. “Perhaps they are facing challenges completely different from what I initially assumed they were struggling with”, she explains.

Even with past disappointments, she chooses to maintain an optimistic outlook, believing in the good intentions of those around her and focusing on cultivating supportive relationships in her industry.

Miriam draws inspiration from her surroundings—whether through work-related travel or engaging with her children—emphasising the importance of observing everyday life and its subtleties. ‘There’s a lot of inspiration in the everyday that we often overlook,’ she notes, revealing how personal experiences enrich her professional insights.

From a gender perspective, although she is uncertain how the gender gap will evolve, she remains hopeful, anticipating change as more women ascend to top positions in the advertising arena.

According to the 2023 Agency Census released by the UK’s Institute of Practitioners in Advertising (IPA) in January, the percentage of women in C-suite positions has increased slightly from 37.5% in 2022 to 37.9% in 2023.

The gender pay gap remains a pressing issue, with a 15.2% disparity favouring men among agencies that have reported their salary breakdowns by gender and seniority; this gap has decreased from 17.4% in 2022. Among creative and other non-media agencies, the gender pay gap is higher at 20.5%, compared to 8.6% in media agencies. In media agencies, the gender pay gap was 14.3% in 2022.

While this data specifically reflects the UK and only includes figures from member agencies, these figures underscore the substantial work still required to ensure women have equal opportunities and compensation in the advertising industry.

From a broader perspective that extends beyond the advertising industry, a report published by Altrata in January 2023 states that only around 6% of CEO positions at major listed companies in the Global 20 are currently held by women. In addition, S&P Global also published an article in March 2024 stating that “women hold just 29.0% of management roles with a revenue-generating function — the kind of role that can be a stepping stone to the C-suite”.

Although women have not always reached the highest levels of leadership, various studies indicate that having women in executive positions positively impacts profitability. A 2019 study conducted by S&P Global found that firms with female CFOs are more profitable, generating excess profits of $1.8 trillion over the study period. Furthermore, companies led by female CEOs and CFOs have demonstrated superior stock price performance compared to the market average. In the 24 months following their appointment, female CEOs experienced a 20% increase in stock price momentum, while female CFOs realised a 6% rise in profitability and an 8% improvement in stock returns.

Despite the promising data presented by various studies, it is evident that more work needs to be done to increase the representation of women in decision-making roles.

Looking to the future, Miriam expresses hope for progress in both advertising and society. ‘I am consciously, naively optimistic,’ she states, acknowledging the challenges ahead while believing in the transformative power of creativity. She envisions a time when ageism in advertising diminishes and women’s voices gain prominence, echoing her belief that experience and perspective matter.

In her path forward, Miriam hopes to inspire others to look at things in a different way while defending that advertising can and should be a tool for change.

Miriam recommends

Books:

‘Good Strategy Bad Strategy: The Difference and Why It Matters’, by Richard P. Rumelt

The Strategist: Be the Leader Your Business Needs, by Cynthia A. Montgomery

How can companies be part of the solution?

Champion Inclusivity: Support and elevate the voices of women in the workplace, particularly those over 45, ensuring that their experiences and insights are genuinely valued.
Promote Meaningful Change: Advocate for brands to align their missions with authentic social impact, rather than solely pursuing awards or short-term successes. Assist brands in creating a positive impact by developing inclusive and diverse narratives.
Cultivate Work-Life Balance Policies: Establish equitable work-life balance policies that support both men and women.
Advance Gender Equality: Stay informed and actively challenge the gender pay gap and disparities in leadership roles within your organisation and industry. Ensure that women have access to executive positions.
Prioritise Long-Term Thinking: Encourage brands to move away from short-term strategies and instead focus on building genuine, long-term relationships and meaningful campaigns that truly resonate with their audiences.
Reimagine Advertising: Recognise the potential of advertising as a positive force for change. Inspire brands to responsibly leverage their influence to drive social progress.