The Winners of the Second Edition of #EmpoweringCreatives: Promoting Equality and Inclusion

The winners are already known the second edition in Argentina of #EmpoweringCreatives: the program that promotes equality and inclusion

After a captivating definition, Mailén Bernardoni and Clara Touzet, on the one hand, and Abril Jarque and Rocío Macchi, on the other, established themselves as the winning pairs of the second edition of #EmpoweringCreatives. This learning program organized by Diageoin alliance with the Círculo de Creativas, Grupo Peñaflor and Publicis, provides training opportunities and work experiences to creative women and in the world of advertising.

The objective? Encourage more women in the universe of creativity, where currently the female sex represents 37.4% (Source: Creative Population Study 2022). The “champions” obtained a great prize, since they will do their internships in the agencies Digit and The Community.

The final took place in the offices of Grupo Peñaflor and Diageo, and had among its experienced jury Yasmín Edi, marketing manager at Grupo Peñaflor, Gustavo Botte, creative director of DigitLisandro Cardozo, Executive Creative Director of La Comunidad, Paula Carboni, from the Círculo de Creativas, Inés Caruso, director of marketing and innovation at Diageo Cono Sur, and Sol Martín, consumer planning manager at Diageo Cono Sur.

What was the final about? The duos had to present campaigns for the Guinness brands, for beer, and for Alma Mora, for the wine category. “Being selected as one of the winners was a moment of pride and gratitude. This opportunity meant a lot to us because it validated our skills and our dedication. Being recognized among a group of talented competitors is an achievement that I cannot underestimate. In addition, the internship represents a door to personal and professional growth, where we will be able to learn from experts in the area and face real-world challenges.”declared Abril Jarque, who won together with her partner Rocío Macci, both students of the degree in design at the Torcuato Di Tella University.

As for the other winning couple, Mailén Bernardoni, Clara Touzet’s co-equiper, pointed out: “The level of competition was very high considering that the judges are professionals with extensive experience in the world of advertising, which created pressure for us to live up to a good presentation.”. #EmpoweringCreatives is one of many Diageo actions andn its agenda “Society 2030: Spirit of Progress”. Diageo has set ambitious goals to champion inclusion and diversity, where its brands and advertising play a key role in amplifying messages. The company works to contribute to the creation of an advertising environment, from the script to the screen, where everyone feels represented, investing resources to make its programs help to form a more inclusive and tolerant society.

It is worth noting the growing interest that the program had this year among the students. In its second edition, it had record registrations: the number of registered girls was exceeded by more than five times compared to last year. The commitment of the world’s leading multinational premium spirits to promote equality and diversity is reflected in its actions, both internally and externally. That is why in recent years Diageo was modifying its policies, to build a fairer and freer identity that is transmitted to its employees and consumers.