The 3% Conference

Diversity = Creativity = Profitability

In 2012, the advertising and creative industry faced a glaring disparity—only 3% of U.S. Creative Directors were women, and even fewer were people of color. This lack of diversity meant missed opportunities for fresh perspectives and stronger consumer connections. Kat Gordon founded The 3% Movement with a bold mission: “Change the ratio.”

The movement sought to empower agencies with a roadmap to champion diverse creative leadership, ensuring that the voices shaping consumer narratives were as diverse as the audiences they served. The initiative quickly gained traction, raising the percentage of female Creative Directors from 3% to 29%.

A key driver of this change was The 3% Conference, an annual event that brought industry leaders together to drive discussions on diversity, equity, and innovation. To maximize the event’s impact, seamless production, cutting-edge visuals, and a highly engaging environment were critical.

For four consecutive years, Bluewater Technologies was the production and AV partner for The 3% Conference, ensuring an immersive, visually striking, and technically flawless experience. Each year brought new challenges and innovations:

2018

2018: Crafting an Immersive Experience

Served as AV & technology supplier for the 7th annual 3% Conference.

Designed a large-scale LED wall for the main stage, complemented by dramatic lighting.

Provided full production support, including audio, presentation playback, and technical expertise.

Implemented a “conference in a box” strategy, enabling content to be shared online and extend the movement’s reach beyond the event.

2019

2019: Elevating the Conference Atmosphere

Partnered with Proper Planning to introduce a new main stage design in the Aon Grand Ballroom.

Delivered a fully immersive experience with enhanced lighting, audio, video recording, livestreaming, and stage management.

Extended production support across three breakout rooms, ensuring a seamless flow of content.
Continued the “conference in a box” approach to expand the event’s digital footprint.

2020: Pivoting to Virtual Amid the Pandemic

Shifted the conference to a fully remote format, ensuring an engaging and high-quality experience for attendees.

Provided comprehensive virtual production support, enabling the 3% Movement to maintain its momentum despite global disruptions.

2021

2021: Hybrid Execution & Future Growth

Executed a hybrid event with a focus on high-end production, creative aesthetics, and seamless technical execution.

Delivered full-scale production including audio, video recording, livestreaming, lighting, and stage management.

Supported the movement’s new initiatives as it evolved beyond its original mission.

The collaboration between The 3% Movement and Bluewater Technologies was more than just event production—it was about amplifying a mission that transformed an industry. With each conference, the movement grew stronger, inspiring agencies to embrace diversity and innovation in leadership.

“Bluewater has been a great partner for us. Their team is rock solid, really one of the best in the business. The team’s ability to adjust and meet the challenge of going hybrid was unmatched. The Bluewater Team is very solution focused and cutting edge in terms of the solutions are able to offer.”

Bluewater Technologies is proud to have played a role in this groundbreaking movement, helping shape a more diverse, creative, and profitable future for the industry.