Camila Moletta Creative Director/Brand Manager/Co-founder More Grls Brazil
Camila is a designer with an MA Graphic Design degree from London College of Communication, accumulating 15 years’ experience in the industry. She specialized in Brand Management and CX, creating memorable experiences and transforming businesses in the most diverse segments, including food & beverage, technology, telecommunication, health, finance and fashion. She has worked in renowned agencies worldwide, such as Tátil Design, Ana Couto Branding, Landor and Isobar. An entrepreneur and passionate activist, she has taught in different institutions, facilitated several workshops and lectured in many festivals in Brazil, including events in partnership with Facebook. She’s MORE GRLS co-founder, the first Brazilian platform dedicated to increasing visibility of female creative talent.
-How did you start with MORE GRLS? What was the reason why you decided to create it?
Camila: Laura and I used to work in the same building for two different agencies, from the same network, so we worked closely. She approached me and asked me if I wanted to take part in this research project that she had about the representation of women in the creative industries and agencies. Even if 85% of purchase decisions are made by women, they only represent 20% of creative departments and stereotypes have been misrepresenting women and how they feel. And if you look at leadership in Brazil, the numbers are even lower, as women represent only 2%. There is a lack of female creative leadership around the world and this is a very big problem that we wanted to address. We wanted to give women voice and visibility in a practical way since the women are there but they are not found. So we started to map female creatives within advertising, content production and design.
-How can people register and contribute?
Camila: The platform is very simple and all women can very easily register and fill out a set of questions, their description, the area where they work, and one piece of work because we don´t intend to compete with other professional platforms that are made for portfolios. We want to be a community of creative women, they can input information from other platforms so that it becomes a window where people can search and find women in all sorts of areas and with different expertise and contact them.
Florence: It is an opportunity for us as well to be entrepreneurs, we have worked in agencies all our lives and this is the chance for us to make something of our own.
-What are your plans for the future?
Camila: Today, MORE GRLS is just the platform and it is free, but we are putting together new services and products that will be available for agencies and companies. For example, a consultancy branch, not only to help hire women but to help keep them. One of the things we discovered is that women fall out of the agency spectrum at some point when they are transitioning to more senior roles or leadership roles. They don’t feel supported and they lack role models. We want to help agencies keep them.
-You clarify in the MORE GRLS website the goal is not only for creative women, but also journalists and festival organizers, as their visibility is still low there and the change should involve agencies, recruiters, clients and the press. Do you think this collective effort is the way to get real and concrete results in the short/long term?
Camila: We really hope it does. I think the key word in your question is “collective effort”. When we started the platform, we set up four different challenges or audiences: companies, recruiters, agencies and the specialized media. We believe if these four agents work together for change then it is possible to increase the female representation in creative teams. As for agencies, we hope they see a more diverse team makes for better, innovate work and it makes good business sense. Women have been treated as a minority group for a very long time so we need to make this effort. But we are also talking about other minority groups like transgender and black women, for example. We set up the challenge with agencies to have a 50% of women in the creative teams by 2020 which we think is not impossible. For clients and companies, we believe it is important for them to put pressure on their agencies to have more women in their creative teams. Clients sometimes don´t know who the creatives that work for them are, and they should. We believe clients are starting to wake up to this reality where there’s a majority of men in creative teams and they are more aware of the need of more diversity. As for recruiters, we just want them to interview women as well for creative roles. For specialized media, we ask them to have at least one creative woman featured for each issue, we believe this is not impossible. Our goals are easier to achieve if we all work together.
-Laura, you selected just women for the “Seleção Brasileira dos Publicitários” (Brazilian team of advertisers) published in Propmark. What would you say all these women have in common?
I decided to select only women for two reasons: their lack of visibility and the fact that they are really in top positions and they are not as famous or well-known as the men in their same place. The thing they have in common is that they are all very inspiring, I l learned a lot from them.
-Camila, you said “I believe that working with purpose makes businesses achieve amazing results”. Do you think brands and businesses are starting now to embrace this idea? More than before?
I really hope so. What we see now happening throughout every industry, is that the most loved and successful brands are those that can connect to consumers and their audiences in a more personal level. When you work with a purpose, or when brands have a purpose, it is very easy to create this trusted relationship. When people believe in your purpose, it is easier to embark them in your challenges. That happened to us with MORE GRLS. Brands are starting to understand this now too. We work a lot with Facebook, for example, and they have a study that shows that when you have a more diverse communication and one that challenges stereotypes it generates more visits. There is a brand beer in Brazil, Skol, which is very popular here. They realized that for the last years they have been using stereotypes for their campaigns like the hot, semi-naked woman. They know those images are not appealing anymore, they needed to change the way they talked to women and they did. That started paying massively and not only in money, but also in brand perception. It just shows this is good for business. The only way you can talk to people and make them loyal to your brand is if you connect with them in a different way.
-I was reading your Linkedin profiles and you are both described as creative and inspiring leaders. How do you think you can get the best out of a creative team?
Florence: First of all, giving them power. In creative agencies we are very used to having vertical structures, with a big boss! But if you give people the power to make decisions, they are going to learn a lot. This is the exercise that I do everyday with my team and the results are very clear when you see how they grow as professionals and how they are able to do better things and start to love more their jobs as they feel part of the decisions.
-Why did you name your Panel for SXSW last year “Astronaut or female creative?” Do you think it’s as hard to become any of the two?
Believe it or not, this came out of a research, it is harder! It is harder to become and keep being a creative woman inside an agency than being an astronaut, is statistics that say so! In Brazil there are 30% of astronaut women while in the creative departments it’s just 20%. You have more chance of going to the moon than becoming a creative!
-Where do you get your inspiration from?
Camila: It is very cliché to say we take inspiration from everywhere but it is true. The most interesting thing that has been happening in creative outlets is that before you used to look up at what the big agencies were doing. Now, and I think this is wonderful, you look sideways, what is called lateral thinking in design, instead of looking within your own industry. Look and see what small collectives are doing, or small groups of people from a country you have never imagined are doing with their creative power. And you see things that are more innovative, surprising. A few tools have helped look and find this kind of projects. For example Instagram. I use it for inspiration much more than other places.
Florence: I agree with Camila but I also like doing things the opposite way. If everybody is looking at this source, I will look for the opposite one because we have to create new ideas and if we look at the same references over and over again, we are going to come up with the same ideas as everybody else. I also like studying human behavior, so all my research about new trends is focused on how people behave in different situations. I studied psychology three years ago and I am always reading books about how the brain understands the world.
-Have you already thought what you want your legacy to be?
Camila: I think if we can help amplify women’s voices with MoreGRLS, and include them into the conversation, then I would be very happy.
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