O Free The Work Brasil published its most recent annual survey for the group of female directors in its community in Brazil. In total, the study included a sample of more than 50 responses from directors participating in the movement, who shared revenue information, as well as their insights on topics related to diversity within agencies and the general feeling around gender equality in the market. . The data presented throughout this report is anecdotal, reflecting the experiences of the population sample surveyed.
For the first time, the edition of the survey covered ethnic-racial demographic data of the directors, revealing that 89% of them are of white origin, while only a small percentage of 7% are black, 2% are Afro-indigenous and another 2% are of yellow origin. Last year, the number of female directors represented by an audiovisual production company fell to 82% (in 2022, this figure was 91%).
The balance sheet also includes something unprecedented in terms of measurement regarding the directors’ revenue. In 2023, most directors (32.1%) had revenues in the range of up to R$1 million, 9.5% had revenues of less than R$1 million, 3.8% of women were unable to provide information and 7.5% were unable to provide information. obtained any revenue during the year. Only a small fraction of 3.8% of directors had revenues of up to 9 million.
“Collecting revenue information was extremely important for us to understand the market as a whole and its returns for directors, but also for the sad reality to impose itself. In 2024, it is not enough to just talk about gender equality related to the number of professionals on film sets, it is urgent to start talking about remuneration and income distribution. This data is an important portrait so that we can raise awareness among leaders at clients, agencies and producers”, comments Marianna Souza, president of APRO and spokesperson for Free The Work in Brazil.
According to the responses raised, WMcCann was the agency that worked the most, that is, it effectively hired films directed by women, in 2023, representing 15.1% of the total. Next, the agencies Talent, Suno Paim, Soko and Africa are tied with 13.2% of mentions.
“This year’s data brings a curious fact. After years of the ranking remaining somewhat similar, in 2023 we had a change with WMcCann taking the lead. It doesn’t surprise me that today an agency led by a woman is the agency that gives the most space to women in management. This only reflects the importance of an empowered female presence in leadership positions so that we can advance this Diversity & Inclusion agenda”, says Mariana Youssef, FreeTheWork ambassador in Brazil.
Among the agencies that budgeted most with women in the field, the Soko agency (23%) appears as 1st in the ranking, followed by Publicis (18%) in second place and WMcCann (17%) in third.
Regarding the most produced segments, the categories most driven by women in the survey remain unchanged compared to 2022, with Beauty/Fashion in first place (54.7%) and LifeStyle in second (39.6%). Only third place changed, which went to Storytelling (32.1%). It is worth mentioning that 26% of respondents stated that they work with topics related to activism, diversity and representation, and the other 74% stated that they work with random topics.
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