Our Story

As founder of Creative Social, Daniele Fiandaca has hosted many events, often discussing the issues and opportunities that face the creative industry. But it wasn’t until he found himself the only man at a dinner with 13 senior female Creative Directors that he was able to truly appreciate the reality of gender inequality and how tough it can be to be in a minority. Not only was it a situation that was completely foreign to Daniele, but he suddenly found he had less confidence to speak up and was surrounded by conversations he had no affinity with.

This led to a conversation with Emma Perkins, who was then the Creative Director at the same agency, who rather than judge him when he said something slightly misguided around the gender equality issue, simply asked him questions. Which made him think. And the more he thought, the more educated he became. 

It was this conversation which led Daniele and Emma, along with Georgia Barretta and Penny Othen, to launch the Token Man initiative in August 2014.