ECD from Africa, Sophie Schonburg is the interviewee of PROPMARK’s #36 podcast, in a special series with the Brazilian judges of D&AD
Sophie Schonburg, ECD from Africa, who is on the D&AD 2022 Entertainment Jury, is the guest of PROPMARK’s #36 podcast, in a special series with the festival’s Brazilian judges, which will be held in May. In this episode, the creative talks about the growth of entertainment in advertising, equity, among other topics.
“I think that the invasive advertising, which we are used to until today, will lose more and more space, with the absurd amount of streaming and entertainment that people have. If advertising doesn’t turn to entertainment, it will in fact lose a lot of its value. People like brands, style, what they convey, but they don’t like purely dictated advertising. Moving to the entertainment side is the way out”, he says.
Regarding gender equity, the creative says that extreme care must be taken to address the issue. “I started a long time ago, I’m 52, I started at 18, and in the meantime there were women who were in creation, like Camila Franco, Cristina Maradei, who were extremely respected. Along the way, these women ended up not getting where they could because of the male world. That there is a barrier is undeniable. And now agencies are necessarily having to review their staff, especially in creation, which has many men. But I think that more important than opening (posts) is training”, she says.
PROPCAST is produced in partnership with Raw Audio.
