DIARY: Lawson Dodd takes on Guides account

Sugar and spice and all things nice, that's what PROs are made of. At least it will be on 18 March if Lawson Dodd Comms gets its way.

The agency is hoping to double the female work-force by using a classic weapon of mass destruction - little girls.

The Girl Guides has hired the agency to front its 'Take your Daughters to Work' campaign. The organisation launched the campaign in an effort to encourage young women to pursue a variety of careers after research showed that many women still suffer from gender stereotyping.

Unfortunately for Lawson Dodd, the PR industry is already notoriously overrun with women.

But did that make it difficult for its PROs to practice the campaign they are preaching?

Not at all. In fact, co-founder and director Belinda Lawson has decided she does not even need a daughter in order to participate in the event.

'When we say "take your daughter in to work" we don't actually mean take your daughter in to work,' she said. 'I'm taking someone else's.'

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