At the XIII APCP Festival, there will be a reflection on how age influences the representation and leadership of women, with an approach linked to the history of the iconic slogan “Because I’m worth it.”
Advertising, as a mirror of society, reflects both its advances and its limitations. At the upcoming XIII APCP Festival, a problem affecting many women in the industry will be addressed: ageism. Despite advances towards gender equality, women over 50 continue to be scarcely represented in advertisements, positions of responsibility, creatives, etc.
This phenomenon is not only limited to representation in front of the camera but also extends to the lack of female leadership in advertising agencies. Although women constitute a significant part of the workforce, their presence in creative direction roles is still limited.
The panel discussion The Final Copy of Ilon Specht – The story behind the mythical slogan ‘Because I’m worth it’ by L’Oréal Paris, organized by L’Oréal Paris and focused on the story of Ilon Specht, provides context for this debate. The screening of the documentary The Final Copy of Ilon Specht and the subsequent discussion show how a pioneering slogan in female empowerment emerged in a male-dominated industry and how its legacy remains relevant to questioning ageism and gender stereotypes in advertising.
During the conference, leaders such as Lucía Angulo, CEO of McCann Spain, and Patricia Muñoz, Brand Purpose & Advocacy Manager of L’Oréal Paris Iberia, will discuss the importance of valuing and making female talent visible throughout their professional careers. Initiatives like these show that the industry can evolve towards a more inclusive and equitable space, where creativity has no expiration date.
From the APCP, we believe that recognizing the role of women at all stages of their careers and questioning ageism is not only an ethical imperative but also a strategy of excellence for advertising and audiovisuals. Promoting diversity and inclusion strengthens the industry and enriches the narrative we tell audiences.
