This document discusses the need to promote gender diversity and representation of women in creative roles in the advertising industry. It notes that only 20% of creatives in top Brazilian ad agencies are women, and women hold just 2% of senior creative roles. It introduces MoreGrls, a platform and movement aimed at recognizing the 20% of women already in the industry and those starting out. Its goals are to encourage agencies, recruiters, clients, and media to promote gender balance and representation. The platform will feature profiles of women creatives and connect them to opportunities.

2. WHY DO WE NEED TO TALK
ABOUT CREATIVE WOMEN
REPRESENTATIVENESS?
MOREGRLS
INTRO

4. IT'S NOT SURPRISING THAT 65% OF
WOMEN DON’T IDENTIFY WITH THEIR
PORTRAYAL IN TRADITIONAL ADVERTISING,
EVEN THOUGH THEY ACCOUNT FOR 85% OF
ALL CONSUMER PURCHASES.
Source: Estudo “TodXs – uma análise da representatividade na publicidade brasileira”
MOREGRLS
INTRO

5. WHY?
MOREGRLS
INTRO

6. ONLY 20% OF
CREATIVES IN THE
TOP ADVERTISING
AGENCIES IN BRAZIL
ARE WOMEN.
Thatnumberplummetswhenit
comestoleadershiproles.
MOREGRLS
INTRO
Source: Meio & Mensagem

7. IN BRAZIL, WOMEN ACCOUNT FOR
2% OF CD, ECD, VP, CCO ROLES.
IN THE US IT'S 3%.
MOREGRLS
INTRO

8. TO HELP CHANGE THIS REALITY, WE NEED TO RECOGNIZE
AND VALUE THE 20% THAT DESPITE ALL THE
OBSTACLES, ARE STILL IN THE MARKET.
MOREGRLS
INTRO

9. INTRODUCING, MORE GRLS.
Theindustryneedstoknowthecreativewomenthatarealreadyin
themarket-andtheonesthatarestartingaswell.
MOREGRLS
INTRO

10. OUR GOALS
MOREGRLS
OURGOALS

11. MOREGRLS
OURGOALS
AGENCIES
Makethecommitmenttohave50%ofwomen
increativeteamsby2020.
RECRUITERS
Alwaysrecruitthesame
numberofmenandwomenfor
creativepositions.
CLIENTS
Makesureyouragencymakes
the50/50by2020commitment
andinvestigateiftheyare
actuallydoingit.
SPECIALIZED PRESS
Interviewatleastonecreative
femalecreativeperedition.

12. THE PLATFORM
MOREGRLS
THEPLATFORM
MOREGRLS.COM

13. Copywriter
ArtDirector
Visualdesigner
UXdesigner
Motiondesigner
Productdesigner
Graphicdesigner
Illustrator
CreativeDirectors
Recruiters
Journalists
Awards'organizers
Clients
TWO MAIN AUDIENCES
MOREGRLS
CREATIVES THE ‘SEEKERS’
01 02
THEPLATFORM

14. MOREGRLS
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15. MOREGRLS
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16. MOREGRLS
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17. MOREGRLS
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18. MOREGRLS
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19. MOREGRLS
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20. OBG!
MOREGRLS.COM.BR
@MOREGRLS
/MOREGRLS