Women are the Cream of the crop

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All-women PR and marketing team Cream have only ever had one prospective client who had a problem working with an all-female team - and the solution was simple.

“We quickly decided we didn’t want to work with a misogynist,” says Elizabeth Hudson, director of the Barnsley communications agency which launched three years ago and has high-profile clients across Yorkshire, many in the male-dominated industries of manufacturing and telecommunications.

Its all-female team has grown organically rather than through a plan to recruit women, but says Elizabeth: “There’s no doubt women have many skills perfect for careers in PR. They are experts at multi-tasking, have empathy but are also resilient. We are all from generations of tough, working-class Northern women. It’s in our blood.”

The media team responsible for Prof Alexis Jay’s report into child sexual exploitation in Rotherham, Cream has been nominated for a clutch of business awards and also for Mumpreneur and Working Families awards.

Elizabeth, co-director Jane Witham and senior account manager Lucy Ashton have young children and are firm believers in flexi-time for all staff.
“As mums, we know how difficult it is to juggle work with a school play or sick child, so we want to accommodate staff wherever possible, and not only for those with children, but those with elderly parents or partners too. Our staff are very appreciative of being able to work from home, take an emergency day off or work early or late around our core hours. In return they are immensely loyal, so everyone benefits.”