Better listen to them “I wanted so much to be an advertiser…but isn’t this world very sexist?”
After receiving some messages like this, we decided to explore in depth the challenges faced by women in our environment.
We started by showing the distorted image of women
as objects in campaigns ( read here) and what the estonia phone number list daily struggle of professionals working in agencies is like ( read here ).
After this debate, it was time for the women here to speak out. After all, there is no one better than them to share some of their experiences, tips and lessons learned from their careers.
Well, let’s not go on, after all, they have a lot to tell, better listen to them talk about, question, demand and indicate.
Let’s go!
DANIELE (ACCOUNT EXECUTIVE)
1) How has your career in the “World of Advertising” been?
I discovered the field while I was still in high school there is no way around seo, even with google ads when I took an integrated technical course in administration. I fell in love with the marketing and planning subjects and decided to study Advertising as an undergraduate.
My first job, during the 2nd year of college, was at an events agency as an account executive. While still in college, I wanted to get to know the “customer side” and also worked at Ecolab Inc. in the Marketing department of the Food & Beverage division.
I did my final project on this company, focusing singapore data on B2B planning. After that, I returned to the world of agencies, first delving into the digital aspect and then complementing it with the offline aspect, both leading large accounts in the fitness, food and educational markets.
2) What difficulties do you face in your profession as a woman?
In my role, which is heavily focused on project and job management, the big secret is to be flexible.
We are the bridge between the client and the agency. Therefore, we need to understand and reconcile the needs of each person while being sensitive.
As a woman, the first challenge is to be heard, after all, better listen to them you already have to break down barriers, especially when the areas of execution (creation, finalization, production and development) are predominantly male.
I feel that there is a prejudice in the market that defines a stereotype of the customer service professional as “the pretty one” who charms the customer without having much technical knowledge, does not direct well, does not negotiate deadlines, nor follows projects from beginning to end.
In reality, none of this fits with my
that of most of the women I’ve worked with. An account executive or project manager needs to be kind but firm, and know what she’s talking about from a technical standpoint, both in terms of the client’s business and the agency’s processes and capabilities.
Many times we are able to see problems and opportunities, optimizing resources and making the best deliveries because we are in fact involved with the internal and external contexts.
In this way after planning and executing
sometimes masterfully, we were finally able to convey credibility and have our briefings read and our opinion considered. I believe it would be much more productive, from a financial point of view, to start with the team’s vote of confidence.
3) Do you feel that the image of women in advertising and agencies is still distorted? What can be done?
There are still advertisers who believe in the effectiveness of the image of women as objects to sell products such as beer and cars.
However, advertising is an area of innovation that needs to know “who it is talking to”, that is, who the consumer really is, what their contexts, references, identifications are and, most importantly, what transformations society is going through.
At the moment topics such as “
gender equality” are on the rise due to social trends and because it is an evolutionary logic.
In this scenario, advertisers who fail to understand that women also consume and are the ones who move the economy the most will be left behind.
It is this perception of some agencies that will leave others behind.
In short I believe that only competition in the market
will consolidate the concrete change in concepts.
4) What would you say to women who want to start and pursue a career in Advertising?
Listen first, paying attention to the context and different scenarios. Do your best with focus and priorities. Be firm when taking a stand, and don’t forget to consider opinions that differ from yours. Confidence and ego are different things. The former strengthens you, while the latter makes you leave your professionalism aside. Don’t get discouraged, after all, “only those who work make mistakes”, everything is a learning experience and guides you forward.
An important tip for changing culture is: Have empathy and be supportive, especially with other women.
MARIANE (ART DIRECTOR)
1) How has your career in the “World of Advertising” been?
I entered this world recently, or rather, this is my first job. I’ve been here for almost a year, that is, I’m a baby lol.
