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It is estimated that only 33 percent of creative direction positions in agencies are held by women.
In 2023, in Mexico, 38 percent of senior management positions are held by women.
By 2030, half of the creative direction positions in advertising agencies should be filled by women.
Taking the theme of March 8, International Women’s Day, the actions and projects in order to make this cause more visible continue to move in all sectors. With this approach, this Tuesday, March 28, the launch of “Collective” was carried out by TERAN TBWAthat it is a development program within the network, which seeks to strengthen the pipeline of women leaders in Mexico and the region through training in coaching and leadership.
Although there are more and more lists and publications of all the benefits that a company can have by registering women in its workforce and especially in senior management positions, the statistics continue to show the opposite. According to a study carried out by Grant Thornton, highlights that the presence of women in management positions increased five percentage points, which places Mexico at number 11 worldwide.
In this sense, this valuation places Mexico at number 11 in the ranking of countries with the highest percentage of women managers and the first in Latin America. The second place in the region is occupied by Argentina with 29 percent; however, globally it falls to number 25.
Likewise, data from UnaDeDos indicate that only 33 percent of creative management positions in agencies are held by women, compared to 67 percent of men. The same source refers that the industry should grow by 2.16 percent per year until reaching parity in 2030.
This is TERANTBWA Collective
As part of a release “disruptive” The international advertising agency, headquartered in New York, launched a network that seeks to empower and train women in the creative industry.
according to the words of Rita Figueroa, Managing Director / Head of Diversity, Equity & Inclusion Collective TERANTBWA, Colectiva arrives in Mexico, with the aim of building a strong and lasting community of women in the region.
With all this, the global company has focused on carrying out a development program that seeks to strengthen the leadership of women in the region through coaching training.
At the launch from its offices in Mexico City, the company’s spokespersons group explained that the program is designed to be self-managed by member women. They are in charge of advising each other, organizing monthly leadership meetings for a whole year.
The program was launched in March 2020 in Latin America and has reached more than ten countries and helped more than one hundred women in the marketing and advertising industry.
“Women working for creative excellence and contributing to a better gender representation”.
In this sense, as part of the ambition that they hope to achieve with this project is to obtain a community of women who translate this regional program into impact for their markets.
They explained that in the different presentations that were carried out during the first year of Colectiva, stories of successful women were reflected, without leaving aside their barriers and challenges, but with a special focus on the ability to focus on their strengths and trust themselves.
The groups that participate will be able to count on mentors such as: Lupita Ramirez, Human Resources Director of TERANTBWA; kiss Jasso, Business Managing Director of TERANTBWA; Marcela Vera, Production Director of TERANTBWA; Gigi Guerra, Group Creative Director of TERANTBWA; Irene Preciado, Creative Director of TERANTBWA; Ana Vega, Corporate Lead of TERANTBWA; Elisa Chong, Management Lead at TERANTBWA, Frida Velázquez, Account Group Director at TERANTBWA, Diana Puente, Chief Pricing & Financial Ops at TERANTBWA; Helena Estada, Business Leader of TERANTBWA; Vero Trujillo, Managing Director of TERANTBWA and Priscila Rangel, Creative Director of TERANTBWA.
This type of initiative demonstrates how the advertising industry is joining those changes that are being added daily by more protagonists such as gender parity, where a significant gap still has to be covered and for which companies and brands They are launching projects to that end.
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