CEO of advertising firm, Mullen Lowe, Jose Borghi, says that while women are reaching new heights of success in the professional settings, much works still needs to be done. He points out that the gender gap in pay and relations has improved significantly over the past decades in both Brazil and the rest of the world. Still, discrepancies exist between the two genders. Mr. Borghi believes it is a remnant of the machismo that existed in Brazilian society.
Jose Borghi says that the success of women should be applauded and built upon to create more success. He points out a survey that was completed almost three years ago by the research group, Data Popular on the portrayal of women in advertisements. The study found that about 56% of respondents said that marketers did not portray real life women in ads. This is a worrying statistic says Jose Borghi.
Women are a major customer of all kinds of products and services. They represent roughly half of the total population of Brazil. In response to these figures, some Brazilian advertising companies have responded by altering their image of women in ads to better reflect their real life counterparts. Jose Borghi says that this is a step in the right direction and a good thing. When women are more accurately portrayed by marketers, then they are more likely to build a closer relationship with their female client base.
There are also other benefits to placing women in ads and making them fit with the real life woman in Brazil. By empowering Brazilian women in advertising campaigns, women are said to benefit on all levels of Brazilian society. Featuring women in ads and displaying them more realistically can boost the status of women in society and help shatter machismo in Brazil.The communication and advertising sector where Jose Borghi works in, he says is remarkably progressive. Women hold just as much leadership positions in the marketing and communications field as men do. The Mullen Lowe Brazil CEO says that his industry is a bright spot for women. In many other fields such as finance and law, for example, women make up a tiny proportion of the executives despite holding more education overall than men do.
Jose Borghi believes that women should be payed equal wages for the same work. This is unfair to women and hurts society. When women suffer, the entire society suffers. When women are strengthened and are empowered then society benefits. The marketing industry is taking steps to empower women and has opened up many pathways for successful women. That is something Jose Borghi is proud to be part of.