Post by account_disabled on Dec 24, 2023 0:20:28 GMT -6
On the occasion of Women's Month , this morning Hill+Knowlton Strategies and MarketingDirecto.com, with the collaboration of Xpansion Digital , held an interesting round table on stereotypes in advertising with executives from big brands who shared their vision and that of their companies. Although much progress has been made in terms of equality and representation in the advertising industry, the inequality of roles is still palpable in some spots. To review what has been achieved and address what remains to be achieved in the sector, the debate included the participation of Elisabet Alsina , Marketing Director of Actimel and Activia at Danone; Elena Ceballos , Marketing Director of the European Film Division of Dolby Laboratories; Sarah Chemouli , Director of the Home Care and Clothing Category at P&G Spain and Portugal: and Muntsa Dachs , Director of Strategy and Innovation at VMLY&R. Adriana Díaz , Communication and Marketing consultant and Co-founder of #SomosMujeresTech at Hill+Knowlton Strategies, has been in charge of moderating this round table. If you do not display the embedded video correctly, click here .
First of all, Adriana Díaz has been interested in Danone's advertising and, specifically, in the advertisement launched by Activia "I take care of myself at home" . What details did you take into account so that this piece Phone Number List broke with stereotypes of women? «For more than 5 years we have been committed to showing real bellies , we do not just want to show the perfect, thin, square, dark-haired woman, but quite the opposite. Because in the end this would be the pure stereotype of women, artificial and not real, which almost does not exist," said Elisabet Alsina. " Variety is where beauty lies , we firmly believe in this and Activia is for all types of women," she stressed. This ad allowed the brand to connect a lot with consumers. The key was to see and understand the situation we were experiencing at that time as a result of the coronavirus outbreak and move away from an unrealistic fantasy of a perfect life . "Being so close made this ad connect so well," he noted. Silvia Abril is an Activia ambassador and, in Alsina's words, "she greatly exemplifies what a woman today is." "She does not pretend to be perfect, she is a sincere, honest person," she added. Although they are very different, Actimel and Activia are very established brands with a lot of power and benefits behind them.
Activia talks about digestive health and Actimel talks about helping the immune system," recalled the marketing director. The difference is that Activia is a brand more consumed by women and, therefore, they show more women in their advertising. «For more than 5 years we have been betting on real bellies, we don't just want to show the perfect woman, but quite the opposite. We firmly believe in this." ? Elisabet Alsina ( @danone_es ) talks about Activia advertising that breaks stereotypes #WomanInAdvertising @hk_Spain pic.twitter.com/Zyi79et58j — MarketingDirecto.com (@mkdirecto) March 15, 2021 Regarding series and films in general, Elena Ceballos has explained that what they aim to do is portray women based on the era in which they are set. Of course, many current productions such as New Amsterdam or The Closer show "very powerful" women , independent and with a leading role. However, during her speech she warned about the figures surrounding women in the world of cinema, relying on data from the Geena Davis Gender Institute. «Only 7% of women are directors, only 13% are writers and only 20% of producers are women.
First of all, Adriana Díaz has been interested in Danone's advertising and, specifically, in the advertisement launched by Activia "I take care of myself at home" . What details did you take into account so that this piece Phone Number List broke with stereotypes of women? «For more than 5 years we have been committed to showing real bellies , we do not just want to show the perfect, thin, square, dark-haired woman, but quite the opposite. Because in the end this would be the pure stereotype of women, artificial and not real, which almost does not exist," said Elisabet Alsina. " Variety is where beauty lies , we firmly believe in this and Activia is for all types of women," she stressed. This ad allowed the brand to connect a lot with consumers. The key was to see and understand the situation we were experiencing at that time as a result of the coronavirus outbreak and move away from an unrealistic fantasy of a perfect life . "Being so close made this ad connect so well," he noted. Silvia Abril is an Activia ambassador and, in Alsina's words, "she greatly exemplifies what a woman today is." "She does not pretend to be perfect, she is a sincere, honest person," she added. Although they are very different, Actimel and Activia are very established brands with a lot of power and benefits behind them.
Activia talks about digestive health and Actimel talks about helping the immune system," recalled the marketing director. The difference is that Activia is a brand more consumed by women and, therefore, they show more women in their advertising. «For more than 5 years we have been betting on real bellies, we don't just want to show the perfect woman, but quite the opposite. We firmly believe in this." ? Elisabet Alsina ( @danone_es ) talks about Activia advertising that breaks stereotypes #WomanInAdvertising @hk_Spain pic.twitter.com/Zyi79et58j — MarketingDirecto.com (@mkdirecto) March 15, 2021 Regarding series and films in general, Elena Ceballos has explained that what they aim to do is portray women based on the era in which they are set. Of course, many current productions such as New Amsterdam or The Closer show "very powerful" women , independent and with a leading role. However, during her speech she warned about the figures surrounding women in the world of cinema, relying on data from the Geena Davis Gender Institute. «Only 7% of women are directors, only 13% are writers and only 20% of producers are women.