June 6, 2018

When an agency is awarded 3% Certification, you can be sure that they’re making authentic strides towards gender equality. It’s a rigorous process rooted in qualitative, quantitative, and competitive research. We’re proud to announce that two new agencies have been awarded 3% Certification: Kirshenbaum Bond Senecal (KBS) and The Mars Agency

Michele Prota, global chief talent officer at KBS, attributes the importance of attaining 3% Certification to their strong commitment to inclusion and diversity.

“The experience of going through the certification process helped us to hone our education, partnership, inclusion and leadership programs, strengthening our culture and positioning us to achieve even greater results for our clients,” says Prota. 

“The Mars Agency is proud to receive 3% certification as part of our mission to create a progressive agency environment where the best people want to work, where they can thrive, and where they can contribute to developing business-building ideas that drive growth for our client partners," says Ken Barnett, global CEO of The Mars Agency.

So, how exactly did these agencies get certified? They’re best-in-class cultures that meet the benchmarks of our proprietary data analytics model known as the FORE™ framework: Female leadership, Opportunity for advancement, Respectful depictions in work, and Equality of work, wage, and policies. 

Having conducted certifications with agencies across nearly every holding company, as well as numerous independent agencies, the 3% team has identified critical areas of importance that will lead the future of advertising. These areas include a 21st century HR department that operates in full partnership with the rest of agency leadership, true manbassador leadership, and a commitment to culture as deep as the commitment to compelling creative. 

“Agencies were once able to survive on great creative alone. In today’s world where transparency reigns and where the power has moved from a hierarchical structure to a more democratic one, nurturing a highly productive, inclusive culture is essential,” says Amanda Enayati, head of culture innovation at The 3% Movement.

By engaging and successfully passing the 3% Certified process, KBS and The Mars Agency are not only leaders committed to creating thriving cultures for their agencies, but also at the forefront of moving the industry forward.

“It takes courage to open your agency up to the deep rigor of our data-driven assessment process and to be willing to learn where you are strong and where there is room for improvement when it comes to creating cultures in which women and men can thrive. Kudos to KBS and Mars for meeting the 3% Certification benchmarks and to the many agencies who also participated but have not yet achieved certification,” says Lisen Stromberg, COO & partner at The 3% Movement.

Call to Action: For more information about 3% Certification, please contact our COO Lisen Stromberg at and a member of our certification team will be in touch shortly.