For decades, only 3 percent of advertising creative directors were women. Today, that number is still only 11 percent even though women control over 80 percent of all annual consumer spending. These facts help paint the picture of a problem: women are making decisions when it comes to buying products, but how to market those products is a decision made by mostly men.
For Kat (McCaw) Gordon ’87, this picture presented itself with clarity in a less metaphorical, more literal, form. The year was 1997. Gordon was a senior copywriter at Hal Riney & Partners in San Francisco. Her agency was invited to pitch the Saab car account. The creative director taped the headshots of the pitch team on the wall beneath the question, “would you buy a car from these guys?” The wall was meant to serve as a visual motivator for the big presentation, but what Gordon saw was what everyone else seemed to miss: the wall was covered with the faces of 16 men— and just one woman.
So today Gordon’s working to paint a different picture.
She has since founded The 3% Conference, which started as her own personal project to highlight the lack of female creative leadership and its impact on the ability of advertisers to connect with a marketplace that’s driven by women. After launching her first event in September of 2012 in San Francisco, the conference has grown into an 800-person, two-day conference with offshoots of mini conferences—called “mini-cons” — held in cities around the world.

Gordon, middle, with Jennifer Siebel Newsom, Director of "Miss Representation" and Jess Weiner, Global Self-Esteem Ambassador for Dove.
“Our movement from the start has been very action-oriented, very inclusive of men, very positive. We never shame agencies. We try to celebrate the women that are in the field and highlight actions agencies can take to do better,” Gordon said. “At the end of that first conference, I felt like I had kind of thrown a match into a kerosene tank.”
The 3% Conference online community has since grown to include over 13,000 members and sellout events in nine or ten major cities throughout the country, in addition to the annual conference held in San Francisco. What was once Gordon’s on-the-side passion project is now a full-time movement.
Gordon said having curiosity about the world has been important to her success as a writer—and as a leader.

Gordon, middle, with friends on graduation day in 1987.
“I think the thing I’m most proud of is that The 3% Conference started with an idea. I feel really proud that the legacy I’m leaving in my industry makes it better in a very important way,” said Gordon. “The things that are going to need to be fixed are often fixed by individuals who build a community around them. So I think everyone who graduates from Gettysburg College has the opportunity to be that person.”
Gordon said the opportunity she was given to make that impact was rooted not in foundational knowledge, but rather her frame of thinking and ability to connect with others.
“Colleges like Gettysburg that teach you how to think, and teach you to be curious and creative, those are the things that are not easy to outsource to other countries and cannot be devalued,” she said. “It’s easy to lose assembly line jobs, or even those that require computer skills, but it’s virtually impossible to outsource creativity, the ability to connect the dots, and run teams collaboratively. You have more job security if you’re good at those things.”
Gordon is originally from Scarsdale, NY and currently lives in Palo Alto, CA, but she made her first professional connections while studying in Gettysburg. During summers, Gordon worked temporary jobs at a variety of companies in Manhattan, including a Japanese bank on Wall Street and Avon Cosmetics. One summer, she worked at USA Today, where she would eventually apply for an open position as a sales assistant. She was hired a month after graduation.
“One of the women I was reporting to had come from a market research background, and she thought I was smart and on top of things, so when the marketing department had an open junior role, she recommended me to be an analyst,” said Gordon. “So for about a year, I worked as a market analyst at USA Today.” That position would become the entry point into Gordon’s creative career.
Gordon noticed the data she analyzed as a marketing analyst was being used in inventive ways by other departments.
“They’d make really fun, creative pieces with that data, and I remember thinking, ‘that’s where I want to work,’” said Gordon. “I started taking classes at night in copywriting—right away I thought, this is definitely what I want to do. I had been an English and French double major at Gettysburg—I always loved to write, always loved to read, and never knew there was a way you could be a writer that was well-paid.”
Slowly, she built her creative portfolio, and with that portfolio landed her first copywriting position at Cosmopolitan. A year later she moved to Sports Illustrated. She was officially a creative. From that point on, Gordon built a career around copywriting, first for companies, then as a freelancer after moving to California and starting a family. Eventually, she started her own agency, for which she would take on the leadership role as creative director, becoming part of the “3 percent.”
“I don’t think that my industry has done nearly enough to support women in leadership,” Gordon said. “The pipeline for advertising is very full of women and schools are graduating more women than men. It’s not that we don’t have women to put in [leadership] positions. It’s that we’re putting men there instead of women.”
Building on the successes of the conference and other work, Gordon’s future plans for the 3% movement include developing a certification plan that gives agencies a road map for improving the way they approach gender and leadership.
“What I’m hearing from agencies is they’re desperate from some kind of benchmark for how they’re doing,” said Gordon. “I am putting together a team that will essentially become a certifying body that can go into agencies and have a list of criteria of things we’re auditing them on around gender friendliness. So they either become 3% certified or not— and if they’re not, we’ll coach them and help them get better.”
Her goal is simply to reach the people who are asking for help—and to help more and more of them.
“This was never the master plan for me at all. I simply put the question out there and listened,” she said. “People love our community now, but I can only touch 600, 800 people at my conference, and it takes all year to plan. But if I can go into an agency and help them see the places where they’re falling down and what they’re doing correctly—I feel like that can touch tens of thousands of people.”
To learn more about Gordon’s work and The 3% Movement, visit http://www.3percentconf.com/.