Cierco: Los planes de carrera podrían impulsar la igualdad en cargos
For Nerea Cierco, Digital Creative Director at DDB Madrid, belonging to the group of 12 creative women chosen to participate in The Phyllis Project, a global DDB Worldwide initiative is an essential commitment with all creative women and the offices they represent.“The program touches four key areas: a personalized mentoring plan on behalf of a member of the global creative committee; the opportunity to work on global briefs for first level clients, to boost visibility through personalized education programs and seminars in management and leadership.” The main purpose of the initiative is more a revolution than just gender inequality. “Until now, we have only known one way to do things (let us bear in mind that only 3% of the female Creative Directors in the world are women), but it is more than obvious that there are more ways and formulas. This is what The Phyllis Project is about, breaking with what is established.” To boost gender equality in agencies, Cierco points out that there are a number of very practical measures that can be taken, such as implementing flexible schedules, for example. “In my opinion, initiatives related with mentoring or career plans might boost equality in positions of higher responsibility (let us keep in mind that one of the main problems is the lack of references).”
