Jenny Green is an Art Director and Creative Head at Chapter, one of the West Midlands’ (UK) leading advertising agencies and she’s still only in her twenties! In a world dominated by male creatives and as the only female creative at Chapter, Jenny has successfully developed her career, progressing from being an intern to leading a creative team. She believes that being a woman means she brings a different perspective to the table and she enjoys working as part of a creative team in a fast-paced environment.
Whilst at University, Jenny entered a competition to pitch an advertising campaign to six Creative Directors from the Midlands and won four weeks of internship time. She interned at Chapter for two weeks and the project concept she created for the fragrance brand Yardley London, was chosen by the client to be taken forward. This success led to a part-time placement throughout her final year of uni and to her being taken on as a Junior Creative straight after graduating.
Jenny’s been at Chapter ever since and has worked her way up to Creative Head in collaboration with her creative partner copywriter Tristan Vere-Hoose. Jenny and Tristan have won many creative awards between them including, 9 Roses Creative awards, 3 Cannes Young Lion shortlist and 2 D&AD New Blood awards.
Jenny has been involved in many successful projects, a highlight of which was winning an IPA (Institute of Practitioners in Advertising) competition for a campaign to celebrate 100 years of British Advertising. Their concept made the front page of Campaign magazine and was featured in an outdoor advertising across London.
Jenny took time out from her busy schedule to tell us about life at Chapter and how she and Tristan approach a new campaign brief.
Describe the career path that got you to where you are now.
During my second year of uni, I had a new tutor called Ros. She had worked in advertising and was the one who introduced me to this whole new world. She encouraged me to enter a local advertising competition, and I ended up winning placements at various agencies. I did my two-week placement at an agency called Chapter during the summer of my second year. They asked me to work part time as a Junior Creative throughout my final year. Seven years later and I’m still there working as a Creative Head. (Thanks Ros!)
Tell us about your role at Chapter
At Chapter we’re spilt into different teams called Chapter 1, 2 etc. and each chapter is a bit like a mini agency. Within each chapter we have our own clients, three to four creatives and account handlers who all sit together. There is also a Creative Director who oversees the whole agency. My creative partner Tristan and I are Design Heads within our team.
What does your day-to-day involve?
As an Art Director it’s my job to find a creative solution to the client brief. This could include planning and art directing photoshoots, coming up with creative concepts for a new campaign, or designing a new creative look and feel. Every day is different. I also oversee the creative work produced in our team.
Crucials sauce
This is my most recent work that I created with my creative partner Tristan. We had great fun making it and it is currently running online and outdoors on 6 sheets and 48 sheets across the country. For Crucials Sauce we made a song and dance about the fact that their huge range of flavours are a massive hit with the UK’s sauce lovers.
How did your creative partnership with Tristan come about?
When I first started at Chapter as a Junior Creative, I worked by myself. But as the agency grew I was tasked with finding a copywriter to work with. I actually found Tristan on LinkedIn and we hit it off straightaway. We have very different perspectives, which is really useful when coming up with creative ideas. I also find our male and female viewpoints works really well for us and mean we can approach a wide range of briefs.
How do you approach a new advertising campaign brief?
Sometimes I go into the initial meeting with the client but usually an account handler will write a brief and then go through it with Tristan and me. What we try and do, if we have time, is to go our separate ways for a while and then re-group. We’ll then discuss our ideas, pick the best ones and make a plan for three routes to be presented to the client. Tristan will start crafting the lines and body copy and work on the rationales for each potential direction, whilst I look into the visual direction. Usually we’ll sit together so we can chat through concept ideas whilst we’re working. Then it will be presented to the client and go through amends stages. If we settle on a route that needs photography or illustration, then I’ll look for somebody and put together briefs for them.
How have you developed throughout your career?
I’ve always been a big worrier and doubted myself quite a lot. At the beginning of my career every time I got a new brief I’d think ‘I can’t do this’. As my career has developed my confidence has grown. Even though I still worry when a new brief lands on my desk, I don’t think ‘I can’t do this’ anymore. I just get excited.
Bright Little Nuts
We created this TV ad for Whitworths a couple of years ago to launch a new range of snacks for kids. This is still a campaign that I’m really proud of as we managed to work with the incredible Aardman animations. The whole process of working with them was so exciting and we even got a tour of their studios.
How has being a woman impacted your career?
Since day one I have been surrounded by men, most of whom I’ve now made friends for life with. I’ve been lucky that I’ve been surrounded by male colleagues that have supported me. One way I believe being a woman has benefitted my career is that I think completely differently from all the male colleagues I’m surrounded by. My brain works differently from theirs and I have different viewpoints and opinions when responding to briefs, which so far has only been a positive.
In your experience, do you think there is equality and diversity in the design industry today?
100% no, especially not in the West Midlands. I can name five times as many male creatives as I can female creatives, if not more. I think it’s starting to get better and the industry seems to be more and more putting a spotlight on female creatives, but more work needs to be done to encourage young women to enter this industry and to help get them to the top.
Do you have any advice for women considering a career in design today?
Don’t be put off by all the men! Most of them don’t bite and they can actually make great friends and colleagues. There’s never been a better time to be a woman in the creative industry. You can offer something different that any good agency would see as an asset. My advice for any creative, male or female, would be to enter as many competitions as possible, it’s a great way to build your profile and push yourself out of your comfort zone.
IPA 100 Years
This brief was a competition set by the IPA to create a campaign to celebrate 100 years of British Advertising. We came up with the concept of bringing back some of the icons that we all know and love from British advertising and show them celebrating. We ended up winning this competition and our ads made the front page of Campaign magazine as well as 96 sheets, 48 sheets, and 6 sheets across London.
Where do you see yourself in 5 years’ time?
Hopefully to be surrounded by a few more female creatives, creating brilliant work that we’re proud of.
Which female designer/artist/thinker has most inspired you?
Alice Tonge! I’ve always been a massive fan girl. She’s worked her way up to the top of 4creative, producing some of the most amazing campaigns and creative work along the way. I can’t wait to see what she does next.
Recently, there has been lots of discussion in the industry around the gender pay gap and how few women progress into senior positions. Have you experienced this yourself and do you have any thoughts on how we can counteract this imbalance?
I’ve been really lucky that so far in my career I haven’t experienced this. But I’m still climbing the ladder and it’s likely the more I climb the harder it’s going to get. I often worry about what will happen to my career if I decide to start a family. I think this is one of the main factors that explains why there are fewer women at the top. More work needs to be done in the industry to ensure that women don’t feel there’s a choice between having a family or having a successful career. You should be able to have both easily and happily.
Can you name other female creatives currently working in the industry who you find inspiring!
- Alice Tonge. For reasons I’ve mentioned above.
- Lisa Barrett & Lindsay Baker. They run Ladies Wine Design Birmingham, and without them creative females in the West Midlands would be lost.
- The Fig Sisters. A creative agency formed by two very talented sisters who make the most beautiful packaging and branding.