Bernal: Ahora nuestra voz ha sido amplificada
“I think women are proving what we do in a more evident way. We have always done a lot, but our voice was subtle” says María Bernal, VP and Creative Director at LAPIZ, on women’s role nowadays. “Now our voice has been amplified and the more women join groups, marches, and movements, the more amplification our voice will have” she alerts. The executive explains that since last year there has been a significant change in advertising agencies, thanks to the inclusion of more women in relevant positions, but it is still insufficient. “That must continue changing and be part of every agency’s policies.” If you want to achieve gender equality in agencies and better work conditions, she states, management teams must set the example “raise awareness on the importance of hiring more women, not tolerate absurd behavior: it is a fact that there is a type of harassment that is hardly talked about. Something very common in this profession is underestimating people because of their position, gender, and even age. This happens even more so against women.”For Bernal, the way to boost gender equality in agencies is by encouraging empathy with the team. “Management leaders must stop to think they have mothers, wives, daughters, sisters, and put themselves in their positions so they can act in ways that will improve things for them, as well. Make a commitment to place a spotlight on women who work there. Female talent must be promoted whenever there is an opportunity: in festivals as jury members, in conferences, everywhere. I love that the U.S. Hispanic Creative Circle is doing something about this.”
