Dedicated to promoting diversity in the advertising industry, the first 3% Conference in 2010 took place when three percent was the percentage of women in creative director roles. Two hundred people attended that first event in San Francisco. By 2019, the Chicago event drew 1,300 attendees and the percentage of director-level minorities and women had reached 29%. Buoyed by this progress, conference planners were gearing up for the biggest 3% Conference yet when the pandemic turned the event industry upside down.

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