How Flor Leibaschoff of Beautiful Beast, Owns It
Flor is back this week to talk about an equally important gap to fill in agency ownership and that is of Hispanic and Latina representation as owners, but also to quantify and understand Latina representation at every level of the advertising business. We talk about the fact there simply aren’t enough facts to inform what needs to be done and how Flor is leading the charge to survey the industry to find them.
Find the survey at https://latinasleadingsurvey.com/
Flor is originally from Argentina and has worked globally for many years. She is absolutely the right person to spearhead this effort and we in the Own It community are behind her all the way.
This is an important episode. Thank you for listening!
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Key Takeaways
EPISODE: Flor Lebaschoff
1. The Growing Influence of the U.S. Hispanic Market | 00:03:10
The U.S. Hispanic audience is the fastest-growing demographic and is projected to surpass the white population in a few years. This demographic shift is not just about language but about "in culture" connections, as younger generations born in the U.S. are increasingly reconnecting with their roots. This represents a significant growth opportunity for brands and the advertising industry, as the U.S. Hispanic population's economy is comparable to the third fastest-growing GDP worldwide.
2. The Imperative for Authentic Collaboration in Advertising | 00:04:54
For advertising agencies to effectively reach the diverse U.S. Hispanic market, authenticity and collaboration are key. Instead of simply translating campaigns, general market agencies should partner with authentic Hispanic agencies that possess deep cultural understanding and specialized expertise. This collaborative approach ensures messages resonate culturally and strategically, avoiding generic translations and leveraging the unique strengths of both types of agencies to achieve "super magical power."
3. The Need for Data to Address Latina Underrepresentation in Advertising | 00:11:06
Latinas are significantly underrepresented in leadership roles within the advertising industry, particularly at senior levels like Chief Creative Officer. There's a critical lack of data to understand the current state of Latina representation across all agency types and sizes. Gathering this data through a comprehensive survey is crucial to identify where Latinas are working, their opportunities for advancement, and to inform strategies for agencies to improve retention, foster growth, and hold themselves accountable for diversity.
4. Mentorship and Support for Latina Professionals | 00:20:29
Mentorship is identified as a vital tool to support Latina talent in the advertising industry. This includes helping young professionals navigate their careers, grow within agencies, and even build their own ventures. The importance of having "cheerleaders" (mentors and sponsors) who can advocate for and guide talent, and allow for learning through failure, is emphasized as essential for advancement, regardless of the mentor's background.
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