This week an interesting meeting took place between four female marketing directors on how brands and advertising can promote social change.
The event was introduced by Vicente Campos, managing partner of Blue Experiences, a meeting on communication and equality sponsored by this agency, held at the offices of Anuncios.
Participants included Marisa de la Vega, marketing director of the Valencian footwear brand Wonders; Carmen Afán, head of marketing and communication at the Dorsia beauty clinics; Marina Cerdá, global communications director of the cosmetics company Germaine de Capuccini; and Victoria Millán, head of marketing at the handbag and accessories firm Anekke.
According to the participants at the conference, the keys to successful female communication are commitment, empathy and honesty. “Communicating in a feminine way means knowing how to connect with the reality of today’s woman, who is looking for more than just buying a product, she is looking for a connection with certain values and a business reality”, said Marisa de la Vega. In Marina Cerdá’s opinion, the solution “is to go back to the basis of our values, to humanise, to be inclusive, to empathise and, above all, to excite”. Victoria Millán agreed, for whom brands must “communicate from emotions, connect with women who have their concerns and their values, and do so in their language”. Finally, said Carmen Afán, communicating in a feminine way means going further: “it means supporting social change from within, innovating and, for me, on a personal level, enjoying it”.
Here you can watch the full session
