MERCADEO Versión en español
Monserrat Valera from ALMA: If Agencies Foster the Right Environment, Gender Will Be a Thing of The Past
Liz Unamo| 16 de febrero de 2017
Monserrat Valera, directora creativa de ALMA
The goal of DDB network for 2020 is to have 35% of creative leaders across all levels women. The Phyllis Project is just the start, asserts Monserrat Valera, Creative Director at ALMA, who is part of the 12 creatives chosen to participate in the program that seeks to increase the number of women in creative leadership of their worldwide affiliates. “It is the responsibility of creative women to assure the right ‘narrative’ of this program. To have an enduring legacy that transcends the advertising industry, the social and economic benefits of closing the gender gap needs to be well understood. Every member of this society is a stakeholder that stands to benefit greatly once gender parity is achieved. Both society and business can win simultaneously; it is not only the right thing to do, it is also good for business” stated Valera. The main role of any agency is to connect with people, she points out. “To do it adequately, we need the right talent. It is necessary to foster, strengthen and support the talent that already exists, regardless of the gender. If the right environment is promoted, gender will be a thing of the past.” DDB’s mentoring program serves as a bridge between the executives of the Global Creative Council and the member of the Phyllis Project. “By understanding our strengths and areas for development, they will match each one of us with a mentor that will support us and give us the tools that will allow us to become great creative leaders.”
