Rhonda Landreth-Smith remembers once working all night on a project and not even being invited to the presentation of it.
“(Advertising) is a very male-dominated industry and that has not substantially changed over the years so it hasn’t been an easy path. As such, I experienced my fair share of chauvinism, where the men who I was equally or in some instances more talented than were getting the promotions, recognition and titles that I felt I was deserving of,” Landreth-Smith said.
She stated that earlier on in her career, there were instances where she was never credited for her hard work, but instead was undermined.
“There were a lot of biases in favour of the men in terms of them getting the better projects to work on along with the titles and credit,” she lamented.
Despite this, however, Landreth-Smith said she never lost her fire and fought for the recognition and fruits of her labour.
“I was completely overlooked but I was always a very vocal person and made no qualms about expressing my dissatisfaction about the fact that my male colleague, who hadn’t worked as tirelessly on the project as I did, was invited to the presentation. In the end, I did go but not before I stood up for myself,” she said.
Landreth-Smith said although the advertising agency sphere in T&T has been male-dominated for years, this did not stop her from pursuing a career within the field.
And she has not regretted it.
According to her, she always had a knack for the creative industry.
“I’ve always had a penchant for writing. I read ferociously as a child, namely Famous Five and Nancy Drew books and it really became my refuge so I knew from a very early age I had to do something that required me to be creative with words. I threw my hat into the ring when it came to advertising and fell in love with it.”
Landreth-Smith has spent more than 20 years in the advertising industry, and her passion, she said, has never subsided due to the fluidity of the business.
“I started at the bottom as a copywriter, absorbed as much as I could, learning every aspect of the business and worked my way to the top. To this day, I’m very much still excited by it as the first day I started. It’s an ever-evolving industry and it keeps you riveted to what’s happening in the world around you. It keeps you always thinking on your feet to find new, exciting and innovative ways to reach the various markets. To me, there’s nothing quite like it!” she said.
She stated that her years in the industry have not only helped her hone her craft but also contributed to the woman she is today.
“It’s unpredictable and you have to be fearless in pursuing your purpose, the road can be windy but experience has taught me that you have to trust that there is a bigger plan at play, and no matter how perilous it seems you have to get up and keep pushing forward. Everything good or bad that happens in life is a learning experience that helps you grow into becoming the best version of yourself.”
This she said, contributed to her resilience and ability to step out of her comfort zone.
Over the years Landreth-Smith has received numerous accolades including the Advertising Agencies Association of Trinidad and Tobago’s (AAATT) Annual Creative Excellence Award.
She has worked with many clients both locally and internationally, including KFC, Neal & Massy, Johnson & Johnson, and Holiday Snacks.
Landreth-Smith is now the creative director and co-owner of Saltwater Studios (Caribbean) Ltd.
She stated that gender plays no role in her company’s hierarchy, and it is based solely on the individual’s calibre of work.
“I hire and promote on the basis of merit, not gender. It’s that simple. Once you are bringing value to the table and you are an asset to the company you are fairly rewarded. It’s certainly not based on gender. In fact, the women in my company hold some of the most key positions in my organisation and have truly become the backbone of our success.”
She stated that one of the fundamental principles of Saltwater Studios was that individuals are always fairly and generously compensated for their effort and expertise, regardless of their gender.
Landreth-Smith said she believes that as a woman with the potential to uplift others, it is her duty to do so in any way she can.
“I help the younger generation every day. I mentor my team every single day. I feel the most important role I have is to share my gifts and knowledge with others, and to be of service. This is precisely why I’ve hired women who have had no prior knowledge of the business and taken them under my wing and trained them and made them each into a force to be reckoned with.”
Her advice for young women trying to navigate the working world is to keep pushing against all odds.
“Follow your curiosity, see what sparks your soul and follow that path it may very well lead you to your destiny. Take chances, be fearless and step outside of your comfort zone and no matter how discouraged you may feel at times, keep putting one foot in front of the other—consistency and hard work does pay off,” she said.
Landreth-Smith believes that International Women’s Day is about honouring women.
“It’s about celebrating women and how far we have come. Our resilience, our extraordinary ability to overcome the odds and thrive in spite of the societal limitations placed on us. We now hold key roles in every profession and walk of life,” she said.
Despite these advances made over the years, however, she stressed that this was not enough.
“There is still so much that needs to be done, there are still parts of the world where we are fighting to have our voices be heard.”
Landreth-Smith emphasised that in this fight for advancement, men also had a part to play in supporting women on their road to success to bring about significant changes.
“I think that it’s important that women are able to embrace their success wholeheartedly and not downplay it because their husbands or boyfriends feel threatened, intimidated or insecure. Men have to come to terms with the fact that the tables have turned and women are going to continue to break the glass ceiling, so supporting and celebrating the changing tide is key in helping to achieve equality. Mindset is key!”