Women To Watch 2020

Ad Age’S WOMEN TO WATCH
2020

Michele Morales is a rare combination of designer and art director, having worked at a six-person design shop before becoming VP-design director of FCB Chicago. “Being in an agency setting, I had the opportunity to marry the craft and detail focus of the designer with this conceptual side that I have,” says Morales.

She designed the 853-page “Gun Violence History Book” for the Illinois Council Against Handgun Violence, spanning 228 years. It was “quite literally thick enough to stop a bullet,” Morales says of the book, which won three Gold and three Silver Cannes Lions.

Morales also helped bring Blue Bunny Ice Cream from its small-town Iowa roots to a Soho pop-up experience that brought in 26,000 people and generated more than 442,000 impressions.

She’s been at the center of FCB’s 3% Movement effort, designing a space for inclusivity to foster conversations, and worked with Chicago’s “After School Matters” program to lead workshops introducing teens from diverse neighborhoods to advertising and design careers.

What advice would you give your younger self?

Find an agency and a team where your voice is heard and supported. That’s where you’ll do your best work. Create a space to introduce new ideas on processes and initiatives. Create an environment you’re proud to work in. I wish I had recognized my power to influence change sooner. And along the way, be kind. If you don’t see opportunity for this at your agency, leave. There’s a place out there where you can influence the culture and do great work.

What should the industry do to encourage more women and people of color into its ranks?

Hire more people of color. Hire more women. Hire more women of color.Not just one or two. Support us in creating a community and listen to us. I’ve been the token, and it’s a lonely place to be. Learn to give us recognition and tell everyone about our hard work. If we don’t have a community, you won’t retain our talent.When different life experiences intersect, we learn new ways to connect with our consumer and the work becomes stronger. As you’re recruiting, recognize it as an opportunity to bring in new perspectives and diversity in gender, skin color, sexuality, disability and talent. If you don’t see that talent, go to high schools and introduce our industry to kids at an early age. If this isn’t happening at your agency, do the work and talk with leadership about how to make this happen.

What’s A risk you’ve taken?

One of my most significant career risks happened when I acknowledged that I wanted to focus on design. I’ve always blurred the lines between art direction and design, and I’ve had both titles a number of times. Still, telling leadership that I didn’t feel like I was on the right career “path” was filled with highs and lows. I changed disciplines and it created new opportunities to grow my career.