MERCADEO Versión en español
Cannes Lions promotes gender equity in the creative industry
Patricia Molina| 28 de mayo de 2014
See it be it es una nueva iniciativa para promover a la mujer en la industria creativa
The International Creativity Festival, Cannes Lions, starts. Emotions grew and activities like See it be it were added to the program, a new initiative that has the objective of promoting gender equity in the creative industry.During three days, 12 women will be part of a special schedule in Cannes Lions. Among other exclusive activities, the group will have a guided tour around the jurys rooms, will meet the speakers and will have sessions with the industry leaders and the Berlins Creative Leadership School.After the meeting, the participants will have a set of tools that will enable them to share their experiences with other women in their networks. Cannes Lions will also work with the group to produce a documentary about how a more balanced creative industry, regarding gender, ensures a better job. More than 80% of buying decisions are made by women. With this in mind, it is not strange that marketers are looking for creative women more to work in their campaigns. Nevertheless, figures in the industry do not reflect that need: just 3% of creative directors of the world are women.It is evident that the industry needs not only to promote new female talent, but also encourage existing female creative talents to reach the top and direct effective campaigns that marketers are looking for, and that is the aim of See it be it.
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