Free program seeks to increase the representation of black and brown professionals in the creative industry.
A P&G, one of the largest consumer goods companies in the world, is open for registration for the second edition of the Cria da Quebrada program, part of the Racial 360º platform. This free initiative seeks to train black and brown professionals to work in the creative industry, a sector in which they represent only 30% of advertisers and occupy only 15% of strategic and leadership positions in advertising agencies.
The initiative is a partnership between P&G and the agency Gray Brazil and Miami Ad School, which will provide creative preparation courses. The program will be open to black and brown professionals from all over Brazil, aged 18 and over.
In the first edition, held in 2023, the project was aimed at students and alumni of Universidade Zumbi dos Palmares, training 19 professionals who participated in an intensive program with classes, mentoring and lectures. Participants also received a grant for transportation and food and had access to the “P&G Pela Criação” laboratory, developed especially for the project and fully equipped to optimize learning.
This year, two courses will be offered: one online in Planning, with registration open for the entire country, and another in Creation, in a hybrid format at Universidade Zumbi dos Palmares, aimed at residents of São Paulo. The project will consist of two classes, each with 30 students selected by Miami Ad School and a committee composed of representatives from P&G and Gray Brasil, with consultancy from Indique uma Preta.
Planning Class
This course aims to train black and brown people in communication and marketing strategies, enabling them to develop creative and strategic plans. At the end, students will be prepared to analyze client challenges and interpret the needs of target audiences in an inspiring way for creative teams.
The selection criteria will assess the candidates’ potential and strategic reasoning, as well as their prior knowledge in communication and strategy, and the previous activities and projects in which they have been involved, even without experience in the area. Candidates who have a portfolio can share it at the time of registration.
The course will be 100% online, via Zoom, with a total workload of 82 hours, distributed between classes, mentoring and lectures, held three times a week, on Mondays, Tuesdays and Wednesdays, in the evening. During the course, students will develop a real project with a briefing from P&G and support from advisors.
Creation Class
The course, aimed at residents of São Paulo, seeks to train students in writing and art direction, providing technical knowledge in creative tools. The objective is to prepare them to create ideas for brands, strengthening their portfolios and increasing their chances of professional insertion.
The selection will take into account prior knowledge in communication and creativity, creative potential, written or visual skills, and experience in previous activities and projects. Candidates with a portfolio will also be able to share it at the time of registration.
The courses will last six months, distributed between 237 hours of Writing and 255 hours of Art Direction. The activities will be held four times a week, in the evening, in a hybrid format that combines online and in-person classes at Universidade Zumbi dos Palmares, in the capital of São Paulo.
In the first stage, students dive into a comprehensive preparatory phase, exploring four modules that cover creative vocabulary and specific communication skills. In the second stage, after answering a questionnaire and receiving mentoring, each student has the opportunity to identify and select the career path that best aligns with their interests and skills: writing or art direction.
Boosting emerging talents
The market for the black population, which represents 56% of Brazilians, has a lot of potential, and for P&G, it is essential that Brazilian diversity is reflected not only in campaigns, but also in creative teams. The president of P&G Brasil, André Felicíssimo, highlights that with Cria da Quebrada, P&G seeks to strengthen the careers of these talents, promoting their growth in the market and expanding the influence of black creativity in all segments.
“The advertising industry cannot continue perpetuating stereotypes that do not represent the reality of the Brazilian population and how diverse we are. We will only be able to change this when we have this diversity included in agency teams. Our people thinking, planning and creating campaigns that will give voice and voice to those who are minimally represented today. This way, we will have more plural campaigns and the inclusion of black and brown talents in this market that is so relevant to our society. Everyone wins with initiatives like Cria da Quebrada, which is why we are proud to be part of and open our doors to welcome this initiative and all the students who will have this opportunity”, says José Vicente, rector of Universidade Zumbi dos Palmares.
The academic director of Miami Ad School, Paulo André Bione, explains that the courses in the Cria da Quebrada project have a curriculum developed internally at the school by Miami Social School, our area that aims for greater inclusion and diversity in the communications market. According to him, this is possible through important partnerships like this and the distribution of scholarships. The aim is to develop new talents, offer training with academic excellence and, consequently, transform lives.
“The agency market has been advancing in terms of representation, today’s agencies are no longer like those of five years ago. However, much still needs to be done, with constancy and consistency. Cria da Quebrada enters its second year, a partnership between P&G, Universidade Zumbi dos Palmares, Miami Ad School and Grey, now also training Planning professionals, in addition to creatives. The creative brilliance of this country is black, just take the world of music as a simple example. May this shine gain more and more space here in Advertising: that is the purpose”, reinforces Manir Fadel, CEO and CCO of Gray Brasil.
The co-founding partner of Indique Uma Preta, Daniele Mattos, adds that the consultancy was born within the creative industry. According to Daniele, the desire to transform brands and agencies in the market was fundamental to creating this support network. For her, participating in this project, eight years after the creation of INDQ, is extremely gratifying, as she believes that the change they talk about so much will come from the composition, formation and development of teams that reflect the reality of Brazil.
In addition to training, the project aims to insert these professionals into the job market. Students will have the opportunity to present their portfolios during the graduation event, which will be attended by P&G partner agencies. Gray Brasil will have priority in hiring these talents.
Interested parties can register until June 2nd at link for the course of interest. The start of classes is scheduled for the end of the same month.
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