Creativity doesn’t come from just one place — it thrives when a variety of voices and perspectives come together. One of the most significant sources of innovation in the industry? Women.

Women make up a significant portion of the workforce, yet we still sometimes see underrepresentation in leadership roles and creative teams. Mendoza is different. Our advertising agency is female-owned with 75% of executive leadership roles belonging to women. 

“I’ve always found the women I’ve worked for to be very open and honest and forthcoming and just very easy to work with.”

“I’ve never worked for a man,” says Lisa Fell, Vice President of Client Services. “I’ve always worked for women. I’ve always had female bosses. It’s always been easy, and I’ve always found the women I’ve worked for to be very open and honest and forthcoming and just very easy to work with.”

When we talk about diversity, we’re not just referring to race or ethnicity, but also gender, age, background, and life experience. Each of these factors contributes to a unique viewpoint that can completely transform a campaign. Diversity isn’t just a nice-to-have; it’s a must-have.

Think about it: when you have a team of people who all share similar experiences and backgrounds, they’re likely to come up with the same kinds of ideas. But when you bring in different life experiences, you’re tapping into fresh perspectives that can challenge uniformity.

“Diverse perspectives are a necessity for having a successful campaign”

“Diverse perspectives are a necessity for having a successful campaign,” says Graphic Designer Erica Kolanowski, who went on to talk about her experiences in college alongside other women who, like herself, went on to get jobs in their field. 

Additionally, by having more women in key creative and leadership roles, we’re more likely to create campaigns that resonate with this influential demographic: the one that makes up 70-80% of all consumer spending, according to Nielsen. This same report notes that these women are motivated to spend by quality, emotional connection, and social responsibility, making sure their spending is aligned with their values. This need for authenticity in their products means a huge potential win for campaigns created by women, for women.

You could go even deeper with role of women in consumer spending: 89% of women globally say they have shared or primary responsibility for daily shopping; 82% of women say they make the travel decisions in their relationships; and women make approximately 80% of the healthcare decisions for their families. The list goes on.

At Mendoza, we’re committed to understanding an audience on a deeper level – by working together with them.

Women bring something special to the table, but it’s not just about gender. It’s about ensuring that everyone, regardless of background, is given the chance to contribute. When we have diverse teams, we are actively building a more inclusive, empathetic, and creative industry.