Sparks CMO Advocates for Women's Inclusivity in the Workplace

National Inclusion Week 2024 was a particularly busy one for Chief Marketing Officer (CMO) Kristy Elisano, despite inclusivity being a regular practice at Sparks.

First, Elisano was featured in an article for Shots, where she and other leaders across the globe discuss inclusivity in the industry. These leaders explore topics ranging from gender, disability and ethnic identity to the feeling of not belonging. Then, Elisano explores the importance of inclusive storytelling in experiential marketing in a thoughtful article for Creative Brief.

Women's Inclusivity in the Workplace

Practice what you preach, right? Inclusivity must start within the workplace. Elisano focuses her segment of Shot’s article on women’s inclusivity in particular. Co-founder of Women in Events (WIE) at Sparks, Elisano is an avid-believer in women’s self-advocacy and “owning it.” For 15 years and counting, she has maintained WIE as a space “to connect, inspire, and acknowledge women in our industry,” further driving their professional advancement.

Elisano stands for owning your strengths, knowing your weaknesses and bringing your whole self to work—not just a workplace adaptation of yourself. She is a leader that values her employees for more than the work they produce, but their humanity, too. “Their whole lives matter to me, not just their work lives,” she says in her Success Stories interview, “...that just makes us such a better team.”

Fostering a sense of belonging at work oftentimes has to start from within. “Inclusion isn’t just about making room at the table;” Elisano writes, “it’s about forging it from wood.”

Inclusive Storytelling in Experiential Marketing

Once your workplace fosters a welcoming environment for all races, bodies, genders and sexual identities, your values can be authentically reflected in your marketing. In Elisano’s article for Creative Brief, she discusses how crucial inclusive storytelling is to building stronger connections with audiences. “Inclusive storytelling isn't just a moral choice—” she writes, “it's a smart business strategy.”

Elisano gives prime examples of successful women’s inclusivity efforts in particular, including ‘Reasons to Play’ campaign at the Axios Women’s Sports House in Cannes and Sport England's 'This Girl Can' campaign.

So, how can brands implement inclusivity into their marketing? Elisano recommends building diverse creative teams, engaging with the communities you represent, and measuring success beyond metrics—for example, how much of a tangible difference has your brand made in the lives you’re trying to impact.

To read Elisano’s Creative Brief piece, click here. Or, read the Shots article here.