Publicitarias, Own It and HispanicAd.com recently surveyed Latina professionals in the advertising industry across general market agencies, Hispanic agencies, multicultural and cross-cultural agencies as well as independent and global organizations. What they found was an upward trend of Latinas in leadership positions. In addition, Latinas are choosing small agencies — and winning big. They also tend to seek ways to grow within their organizations instead of going to other companies.
Flor Leibaschoff, Co-Founder and Chief Creative Officer of BeautifulBeast, recently presented the findings of a landmark survey exploring the experiences and upward trajectory of Latina professionals within the advertising industry.
What inspired you, from BeautifulBeast, to push for this type of research in collaboration?
The U.S. Hispanic market represents over a $2.8 trillion economic force. Latinos account for 51% of the country’s population growth, making us one of the most influential and affluent consumer groups. Even more striking is the fact that 58% of U.S. Hispanics are under the age of 34. And who are the decision-makers in 84% of households? Women.This raises an important question: If over 84% of the Chief Financial Officers in consumer households are women, what representation do we have at the decision-making tables in the advertising industry today? Currently, we don’t know. Our understanding is largely based on a hypothesis informed by a survey conducted by Publicitarias a few years ago in South America. We are also well aware of the exceptional work that Own It does in the U.S., supporting female leaders in the industry. This inspired us to consider a partnership with Publicitarias and Own It to create the first survey aimed at understanding the opportunities available for Latinas to lead in the advertising world. Once Hispanic Ad learned of our initiative, they generously helped amplify the survey by contacting women in the industry to participate. A big shout-out to Christy Hiler and Jean Freeman, the founders of Own It, Mica Gallino and Gigi Gutiérrez from Publicitarias, and Gene, the founder of Hispanic Ad.
The survey shows that 88% of Latina professionals are growing their careers within independent agencies. What do you think this says about the current culture in larger, global networks?
While I cannot speak extensively about global networks at this time, I transitioned from working in global agencies to independent firms more than 10 years ago after over 14 years in the global sector. I believe this shift reflects women’s desire for environments where they can effect change. Smaller, independent agencies tend to have less bureaucracy, creating more candid communication opportunities. Women are tired of waiting to be invited to the table; increasingly, they are making their own tables. I would love to see future data analyzing the correlation between the number of independent agencies founded by Latina women and the overall number of independent agencies. It would be intriguing to explore whether a significant portion of the 88% statistic is represented in those numbers.
With 75.5% of respondents feeling optimistic about progress for women, but 24.5% still lacking that hope—how do we bridge that gap?
First off, we really need to open our eyes to this issue. Being able to conduct this survey is a huge first step—definitely not the only step, but it’s a great place to start. We need to team up with the organizations out there to help educate everyone in our industry. This isn’t just a women’s issue; it’s a big advertising challenge within the Hispanic market. The more we diversify and create equal opportunities for everyone, the stronger our leaders will be in those important rooms. It’s not about filling quotas; it’s really about bringing in the most talented people out there. The problem is that there aren’t enough opportunities yet. Let’s aim to broaden the chances we give to everyone and, in turn, shape a brighter future together.
While 67.3% recognize recruitment efforts, over 60% don’t see clear initiatives for career advancement. What’s getting lost between hiring and growth?
Planning for employee growth should be a key topic in every agency and should be part of conversations between team members right from the start. When you join an agency, don’t hesitate to ask for a growth plan! It’s important to discuss your expectations and goals together. And on the agency’s side, it’s completely fair to have those tough conversations. Being honest about what’s expected from the employee and outlining their growth opportunities within the company is crucial. Sure, no one can make guarantees in today’s fast-paced world, but we can definitely plan for the future and keep our fingers crossed for the best!
Mentorship and training ranked highest as effective strategies—why do you think these tools are still underutilized by many agencies?
Time. This isn’t an excuse, but let’s be honest: it’s our most valuable asset as human beings. We really need to make mentorships and training programs mandatory as part of our agency models. Leaders should dedicate time to mentor and train everyone on their teams. Additionally, I believe we Latinas need to be more outspoken. We shouldn’t be afraid to voice what we need to improve and grow. If no one is stepping up to mentor us, then it’s our responsibility to seek out those training and mentorship opportunities. Let’s do our research and propose these options to our agencies for consideration. After all, like any relationship, it’s a two-way street!
22.4% of respondents said they have no idea what their agency’s leadership path looks like. What does this reveal about internal communication and transparency?
Agencies, we really need to step up our game. It’s time to listen more and share more. I truly believe that the more accountable our teams are, the more successful our agencies will be!. Nearly 40% of women say their agencies don’t involve them in external opportunities. How important is public representation for women in building leadership identity? Isn’t it ironic? People love to joke about the stereotype that Latinas are loud and proud, yet at the same time, they want us to stay quiet and invisible. Latinas, we have the power to be amazing cheerleaders and speakers! Watching trailblazers in the industry inspires us to become better—for ourselves, our teams, and our agencies. Let’s show everyone that we can shine just as brightly!
Some respondents expressed fear of retaliation when participating in the survey. What does that signal about trust and agency culture today?
It was really tough to get ladies to respond to this survey, and some men were quite vocal about not wanting it to happen. But don’t worry—no names will ever be shared. EVER. This survey is truly eye-opening for an industry with so much potential to grow stronger. Women in Hispanic agencies still feel they need to justify their roles, and we need to change that mindset. We must believe that no one is doing us a favor—this isn’t about filling quotas; there are so many rock stars out there! Countless talented Latinas are doing incredible work, but sadly, many have given up because it felt too hard. I hope we can do better and create environments where no woman ever feels she has to leave a job during a natural miscarriage out of fear that agencies won’t take her seriously if they know she wants to start a family. This has happened, and it’s heartbreaking. It’s a shared responsibility—agencies AND us ladies—to improve things. We need to stop complaining and start taking action to create change. Whether building our own tables or collaborating, let’s work together to make a difference. Personally, I can’t stand complaining; it feels like a waste of time. Men and women alike should focus on doing something that contributes to change. Let’s help shape the industry we want to see by connecting and ensuring the right mix of people is at the table!
