I am revising the final chapter – the survival chapter – for the fourth edition of Advertising Creative. In this chapter we speak the truth about the challenges women and minority creatives will face in advertising. To do this well, one has to go to the source. So I reached out to my friend Laurence Klinger, EVP Chief Creative Officer at Lapiz. True to who he is, Laurence did not provide me with his words. Rather he reached out to the talented team of creatives who work at Lapiz.
I am humbled by the power, wisdom and beauty of their words.
Embrace your competitive advantage and believe in yourself. When someone asks you where you want to be in 5 years – reach for the stars, not the next level. ANNETTE FONTE
Women and minorities should speak more and loud! Their opinion always comes with a different perspective and it is normally undermined because of prejudice. GUILLERMO BETANCOURT
Studies have shown time and time again well-sounding advice -“lean in,” “speak up,” or “act like a man” – usually ends up in the same result: harsh consequences for said minority/woman. I think the best thing we can do is get the Quintessential Man in Power to open up his eyes about his own biases and prejudices. INES BELLINA
The game is rigged right now against both minorities and women. There is no way of succeeding in advertising in the same way as a White male. Change begins when we acknowledge how gender roles are fostered in families. KELLI SZYMCZAC
It’s on us, women, to take the lead in voicing our opinions, our dreams and aspirations, as well as, pushing back and questioning the “norm.” ISABELA VILLALOBOS
To prepare for success women and minorities need to learn how to negotiate. NATHALY GAMINO
Your standard of work (and of self-presentation in general) needs to be higher than that of other people. FELIPE DIAZ ARANGO
More exposure of actual or current women and minority creative leaders is essential to grow a new base of leaders. They cannot be what they cannot see. DIEGO FIGUEROA
In order to prepare women for success in leadership, we have to first break down these preconfigured stereotypes. In order to do this, we must promote workplace equality and build the awareness that women are equally capable of performing the role typically assigned to a man. TERESA CUEVAS
Women and minorities in creative need to have more mentors (guides who are willing to aid their development) and sponsors (people in power who are willing to advance their careers). From day one. RENETTA MCCANN
Give women (and minorities) projects to lead and ask them to get creative, that you want to be surprised, and they are the ones to do it. CRISTINA GRIECO
Working together, we are a big number of the population and therefore a real power, a real change. I believe that if women help others, we can change the power structure of our world and expand opportunities for all. LUCILLE GRATACOS
Being self-aware is key. Maybe college should focus a bit more on helping women and minorities find their inner strengths and develop their confidence. ANA MATTA
I hope my class on Gender in Advertising for the Inside/Out and the fourth edition of Advertising Creative begin that process.