Publicis opened this Tuesday (23) the fifth edition of the free training program for female creatives. In between. Applications can be made through the project’s website, which will allocate 85% of the 30 vacancies available to black and indigenous women and 10% to trans women. In 2022, the initiative attracted 615 professionals and 80% of the 30 selected were black.
People over the age of 18 from all over Brazil, studying or already graduated in advertising, marketing, journalism, public relations and related areas can participate. Classes will start on July 19th and graduation is scheduled for September, with conclusion work presented to agency leaders and clients.
Coca-Cola, AlmapBBDO, Nubank, FCB Brasil, Natura, Galeria, Ambev, David and PepsiCo are among the companies that have already hired some of the 120 women who graduated since the beginning of the project, in 2018. It’s more than a course. We want to go beyond the agency and take this to the market, said Eduardo Lorenzi, CEO of Publicis, at the official opening of the program, held at the agency’s headquarters in So Paulo.
With journeys of transformation in different stages of maturity, the market evolves in the fight against gender and race distinction, but the mishaps are still latent. Privilege is only good for those who have it. With affirmative vacancies, we break this system. Facing this is hard work, but we chose to assume this discomfort, points out Deh Bastos, creative director at Publicis. Dani Ribeiro, the agency’s executive director, recognizes asymmetric movements and the market’s difficulty in giving up privileges.
Guardians of affirmative vacancies, the leaders involved in the project made commitments to replace positions and retain black talent. O In between became a reference for the market, says Priscilla Turbio, executive and project manager at Carreira Preta, a partner of the program for the second consecutive year. The consultancy organizes training for Publicis’ creative leaders in charge of teaching the classes.
On the other work front, it supports women’s careers with paths that include awareness of trajectory, conduct and performance, in addition to understanding purpose. I receive much more than I give in this program, confesses consultant and mentor Meire Rose. Lasting about three months, the course also has as an ally the Clube Share education platform, which will provide one-year subscriptions to participants in the course. In between.
Disclosure
The launch campaign for the fifth edition of the In between, designed by Dani Ribeiro, is already on Instagram. The signature Enter with everything that comes with you embraces the change in strategy, which now targets generation Z, made up of people born between the end of the 1990s and 2010. We value the multitasking profile of these young women, who have skills in the most diverse areas. The creativity to come from different activities, reminds Dani.
The image of an open door with a woman identified the program, which is now represented by the enter button, characteristic of the digital environment. The new logo summarizes all the doors, emphasizes Dani. Experiences, quality, wisdom and potential inspire the pieces. Former student of Entre, Bianca Santos, for example, illustrates communication that highlights her competence in photography, theater and music. Today, she is a creative at Publicis.
The incidence of female work in the creation of the agency jumped from 20 women in 2018 to 47 in 2022. Today, there are 51, which mirrors the projected representativeness of the Brazilian population. In the total staff of the agency, they make up 63%, against 37% of men. Blacks represent 34%, and the goal is to reach 50% by 2017.
