The “Frente a Frente” event, recently held by Sinapro-RS, highlighted the progress made by agencies in Rio Grande do Sul in implementing diversity and inclusion practices. The forum, held at ESPM in Porto Alegre, brought together leaders from the advertising market to discuss how these initiatives are essential for organizational culture, business results and strengthening the market. Diversity and inclusion are on the agenda of agencies in Rio Grande do Sul, with many already implementing their own methodologies that bring significant results for team and business management. This was highlighted at the event, which had the theme “Inclusion and Equity: Benefits of a Diverse Team”.
The meeting was attended by agency leaders and students from ESPM’s Communication and Advertising courses. The moderator was Juliano Brenner Hennemann, president of Sinapro-RS, who highlighted the organization’s recent actions before giving the floor to the panelists. The agencies Eyxo, Bistrô and Paim United Creators were invited to the panel, where they presented their experiences and successful projects in people management, addressing how they deal with diversity, inclusion and equity in their daily lives and the benefits resulting from these practices.
Fernanda Aldabe, founding partner of Bistrô, highlighted the agency’s diversity policies, including the Bistrô Lugar de Falas project. “We are a diverse team and have had diversity and inclusion in our DNA since the beginning. On our social media, we don’t just talk about advertising, but about other actions for the world. Because the world is about being diverse.” Mateus Pagot Gobbi, head of people and culture at Paim United Creators, emphasized the agency’s methodologies, which is responsible for the Rumos Mais Pretos project and recently launched a content platform focused on diversity. “Diversity speaks to all of us. We talk about universalizable values and, above all, results. If diversity and inclusion are taken seriously, the results will prosper,” she said. Caroline Tomazi, people experience manager at Eyxo, closed the panel by presenting the case study of the agency, which is certified as a B corporation and has an internship program focused on equity and diversity. She highlighted the importance of developing diverse people for leadership positions: “This is fundamental, you can’t just have diversity at the base, you need to have it in management too,” she argued.
After the presentations, there was a round of questions moderated by Hennemann, where the leaders present discussed their main difficulties and exchanged experiences on the topic. “Contributing to ensuring that agencies are better today than they were yesterday in terms of management is one of Sinapro-RS’s missions. And an event with such a relevant theme as the one addressed in this edition is essential for us to build stronger agencies that are more connected to society and the market,” highlighted the entity’s director.
The Frente a Frente event, exclusive to agencies associated with the Sinapro/Fenapro System, has established itself as an important forum for exchanging experiences and discussing best practices in the market, with the aim of boosting the agencies’ business. The event was supported by the Rio Grande do Sul Advertising Association (ARP) and ESPM, in addition to being sponsored by Rádio Alegria and VEX Painéis.
Participants gave a positive evaluation of the topic discussed. Claúdio Oliveira, Ponto’s manager, stated: “This event was extremely important for our market, mainly because people are the fuel of our agencies. And we know that when we connect people with responsibility, respect and professionalism, things happen differently.” Sarah Feltes, WT.AG’s director of people and culture, highlighted the relevance of the event for her new position: “It was truly inspiring to see the initiatives that other agencies are already creating and working on. The main insight is to learn about the market’s initiatives.” Sandra Bock, Brivia’s head of human capital, highlighted the importance of diversity: “Each person is unique and has a diverse aspect. So that’s what it’s about: people being respected as individuals.”
Finally, Alessandro Souza, coordinator of the Communication and Advertising course at ESPM, highlighted the importance of the topic for the education of students: “Bringing this discussion into academia is extremely important for the development of students’ soft skills and the development of an inclusive mindset.”
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