The promise of connecting brands comes from a team that collectively believes in what it does. I hope we are moving from the era of stars to a work of constellations
A glass box set in a residential neighborhood. This is VMLY&R and the Alto de Pinheiros neighborhood, in the South Zone of So Paulo. As transparent as the walls of the building, the agency chaired by Fernando Taralli mirrors the same positions advocated today for clients. Diversity, inclusion and gender equality are not just talks out the door.
How am I going to be truthful and represent, bring campaigns with purpose, if I don’t have that at home?, reflects the CEO of VMLY&R, which was born in 2020 from the merger between Y&R, founded by John Orr Young and Raymond Rubicam in 1923, and VML , created by John Valentine, Scott McCormick and Craig Ligibel in 1992.
With the Par Equidade Racial program, the careers of black people are being accelerated, while the area of equity, inclusion and belonging translates the demands of society. It is natural to think of projects for the outside, to put more black people or people with disabilities in advertisements. But the publicity problem starts at home. Companies are made by people and people are formed by biases. Day-to-day perceptions arrive biased, warns Valerya Borges, director of the unit that won an executive chair with a global dimension.
Belonging guides the agency’s strategies this year. It’s no use just admitting black talent. They need to be welcomed properly to feel part of the team. This black professional probably lives in a peripheral area, except that we are in Pinheiros. It is unviable to schedule a face-to-face meeting at eight in the morning, otherwise I end up forcing that person to leave the house at dawn, says Valerya.
Sensitive themes raise the responsibility of the advertising market in exercising its mission of forming opinions in an environment that is increasingly intolerant of inequalities and prejudices. We are responding to a movement in society, which discovered our role before us, warns Valerya.
The issue of ageism is also on the agenda. Another plan includes exporting the VMLY&R Diversa Festival, launched this year for employees, to other network countries in Latin America in 2024, on World Zero Discrimination Day, celebrated on March 1st.
Attractiveness
Efforts renew the attractiveness of the advertising career. Gradually, a healthier environment is insinuating itself, leaving behind the elitist model, which required the posture of a warrior to survive Herculean journeys. The promise of connecting brands comes from a team that collectively believes in what it does. I hope that we are leaving the era of stars for a work of constellations, believes Fernando Taralli.
Evolution brought unimaginable decisions. Taralli remembers having turned down an innovation project after talking to leaders and understanding that it would not be the time for the agency to invest beyond the team. We already had other challenges. The decision was taken with transparency and respect. It’s time to rethink relationships, urges Taralli.
That’s what happened with the choice of Luiza Valente as head of media. Silver of the house, the executive initially declined the invitation due to concern with the intrinsic load of the position. But Taralli managed to shake off the image of overwork, convincing her to take the job. This transformation motivates the entire chain to change as well, notes Taralli. He is working on formatting a personal project that intends to invite people to get to know the agency.
Read the full story in the June 12 issue of PROPMARK
