Today, El Ojo de Iberoamérica kicked off in grand style with an extraordinary presentation by Julia Rayeb, General Director of Publicitarias! She spoke to us about the gender perspective in communication through the exclusive launch of “Academia Publicitarias” on this final day of the XXVI International Festival.
Julia began her conference with a powerful metaphor: “Imagine the gender perspective as glasses that allow us to see the world from a different angle and understand how gender influences everything.” An impactful way to start a dialogue on such a crucial topic in current advertising!
Julia shared that “Publicitarias” began in 2017 as a network of professional women in Argentina and has now evolved into a leading community in the advertising industry across nine Latin American countries. And now, “Academia Publicitarias” is an on-demand platform, a digital treasure designed to democratize knowledge about the gender perspective in communication!
She took us on a journey through the influence of gender on narratives, representations, and roles in advertising. “The gender perspective is fundamental in the advertising world. We see it in the most successful campaigns, the ones that truly make an impact,” explained Julia, backing her statements with compelling data from a META-IQ study.
After years of analysis, Julia and her team identified a significant gap: “Advertising professionals don’t feel adequately trained in gender perspectives.” However, she highlighted how the gender perspective certification, through the purple seal, benefits not only agencies but also positively impacts professional careers.
But it’s not all smooth sailing. Julia pointed out existing barriers: from dependence on corporate decisions to the lack of integration between training in strategy and marketing with gender and diversity education.
That’s when Julia introduced the project that will mark a milestone: “Academia Publicitarias”! An autonomous learning platform with short videos and complementary material. The first course, led by founder Melanie Tobal, is already available and free!
Julia chose the stage of the International Festival El Ojo de Iberoamérica to present this new content due to its relevance and scope: “It’s the perfect space for us. It’s the largest event in LATAM and covers our markets and countries.”