Maddy Kramer from LatinWorks: With gender equality in the industry we can talk to society with more authentic insights

Maddy Kramer, Art Director at LatinWorks, rates her participation in Cannes Lions See It Be It as enriching. In an interview with PRODU, she stated that she will encourage changes in the industry in the aim to achieve greater gender equality in the creative world.“It is our responsibility to make the change in the industry. The point is not to force gender equality just for the sake of equality, but to achieve a creative team with two different points of view that talk to society with more authentic insights”.In her opinion, the forum revealed gender inequality in the industry. “My message is: if there are two people fighting for the same position, and they are both equally talented, choose the woman. That is how change starts. It won´t be just a change in the agency, it will be a change that will have an impact in the creative process and final product”. She warns that 4% of creative directors worldwide are women. “We must look inside our companies and find a way to make this change happen. I am committed to generating conversations and deliver the message about what’s going on”.She feels that the participation of Hispanic agencies, which won a total of 18 Lions, was very good, and that it is “a great inspiration to produce better pieces for next year”.