Why we’re proud to be men and women in SPAM

The phrase ‘women in SPAM’ has recently been circulating media and social platforms, sparking meaningful discussions around the value of roles in creative industries in the current AI landscape.

So, in celebration of SPAM, we’re hopping on the trend and taking a moment to:

• Explain to those in doubt that we’re not talking about a precooked canned meat product
• Explore the value of women and men in SPAM
• Share our thoughts and experiences of working in SPAM

What are ‘women in SPAM’?

This newly reclaimed phrase celebrates women and in our case men working across Social, PR, Advertising, and Marketing roles. It reframes what was once a dismissive label into a marker of creative expertise, recognising these professions as highly skilled, adaptable, and confidently shaping their own narratives in an increasingly AI-driven landscape.

See, not a “spiced ham product” in sight.

Why the ‘women in SPAM’ label isn’t just a joke

In a world of increasing AI usage, technical roles which were once deemed prestigious across STEM industries are now finding themselves under threat. Contrary to this, the so-called softer skills around human connection, storytelling and personal relationships, often relied on at a high level in SPAM roles, are becoming increasingly valued because guess what? AI doesn’t have them!

Whilst we can’t begin to suggest that AI has no place in the SPAM world, we’ve even written whole blogs about how much it can positively impact our work. What does still stand is the tangible influence which SPAM roles can, and are having, on brand awareness, brand perception, reputational maintenance and the bottom line for businesses the world over.

Many businesses already understood this value but for those only just realising the importance of an agile, influence-focused PR and Marketing function, it’s high time to take it seriously and we can’t wait to work with you. 😉

Our thoughts on working in SPAM

Director, Ian Briggs

It’s long been argued that communications should always have a seat at Board level, but the age of AI is proving this as it starts to replace data-driven roles. While AI is good and effective in certain areas, it simply can’t replicate the nuance, sentiment and timely responsiveness of an experienced communications professional. In some respects, as much as AI is such a great tool, it’s also a communications crisis waiting to happen.

Senior PR Consultant, Becca Goldsworthy

“Yes, AI has its place and is certainly helping our roles in many ways. But unlike some industries, communications never really has  ‘one true answer’, and this is where our guidance, expertise and instinct come in. It’s great to see this being recognised and it’s an exciting future ahead for our sectors.”

PR Consultant, Natalie Jalili

“For years, the catch-all ‘marketing girly’ label skimmed over the complexity of what we actually do, often dumbing it down. What ‘women in SPAM’ does brilliantly is give a name to the reality of our roles that span social, PR, advertising and marketing – because it’s rarely just one without the other anymore. It captures the strategy and the real influence this work has in shaping culture, decisions and behaviours every single day, especially in a 24/7 digital world.”

PR Consultant, Chloë Briggs

“It’s fantastic to see more individuals and organisations sitting up and taking notice of the value of social, PR and marketing. It’s easy to see why c-suiters might overlook more creative roles for those with harder facts and clearer ROI but by opting for an insight-led audience first approach SPAM roles can absolutely impact business success in a big way.”