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Interview to Laura Sampedro- El Sol

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Jun
2,
2009
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Laura Sampedro is Director of  Strategic Planning in Sra. Rushmore. She was born in San Sebastián and was trained in Lintas/Lowe and TBWA in Madrid. She opened the planning department in Tiempo BBDO, Publicis Lado C and two years ago, in Sra. Rushmore. Along her career, she worked for clients such as PlayStation, Renault, Coca-Cola or PSOE. She was the first planner to be member of CdeC TV, print and radio jury and now she is member of direction of APG Spain (Strategic Planners Asociation).  Some of the last campaigns created in her agency: Telefónica- “Cuenta conmigo” (“Count on me”), Aquarius- “Ataudes” (Coffins”) o Flex- “Waira”.

AdWomen: Your work, as a member of the festival's jury, consists of judging hundreds of campaigns. In your opinion, is it possible to know by intuition if it was created by women?

Laura: Except from specific cases (because of the subject or treatment) I would say no. The goal of any good creative is to reach a creative excellence and it has nothing to do with sex.

AdWomen: The incorporation of women into creative teams is a slow process. What is our influence on the creative performance [if there is any]? Do we contribute something characteristic that men don't?

Laura: I think that this contribution affects more the work environment (balance in relationships, conversations…) that the final work. It may be that women tend to decrease/avoid some sexist clichés.

AdWomen: In the interview with Ruth Lee she told us an anecdote about one product for women, whose campaign have been created my men, and that it didn't really work with its female target. Notwithstanding, it got to be awarded in Cannes, voted basically by men who found the creative idea very attractive and easy to understand. What if campaigns made for women would be judged by female jury…?

Laura: No, not at all. I do not believe in gender juries. In the case you describe, the jury put the criteria of creativity (after all Cannes is a festival of creativity) before effectiveness. Another thing is that there use to be few women as jury members.

AdWomen: There are some surveys that show that the majority of women do not really feel identified with brands. Do you thing that this could possibly change if there would be more women engaged in making campaigns for women?

Laura: Brands have to strive to know and empathize with their consumers, men and women. This issue does not only affect communication or marketing professionals, but the society in general.

AdWomen:Just to know, how many women are there in your team?

Laura: In my agency, we are only 5 creative women from the total of 25. I agree with Ruth Lee. It is difficult to combine the career as creative with other priorities in life (especially maternity). Unfortunately, the conciliation is a pending issue for the society.

AdWomen: What concerns women as a target-what are the key factors in the communication to women that connects with them the best?

Laura: Campaigns with an emotional touch used to succeed with women.

AdWomen: In the interview with Shalina Dam (Grey, India), made in March for the occasion of Adfest, she said that women in the advertising industry have to work much harder than men, to be treated as ¨a member of the club¨. How does it look like from your point of view?

Laura: No, not at all. If there are few creative women at the top it's related to the difficulty of combining the personal life with this competitive career. But it has nothing to do with the women's talent or the respect they gain.

AdWomen: Could it be that women feel intimidated by the number of male names being in charge of the creative production? (creatives, producers, directors, photographers…). Can it be one of the reasons why women usually stay back from the creative departments and work as account executives of public relations officers? Could female role models change this status quo and encourage young people?

Laura: There are a lot of creative women in the new batches (4 of our 5 creative women are under 30 years old). But it's true that women are more skilful when it comes to the contact with clients (emotional intelligence, empathy).

AdWomen: Which is, in your opinion, the best campaign of this year edition of the festival, made by women?

Laura: I would name Marta Rico, the author of Aquarius, and Amaia Ugarte, member of the team responsible for the last campaign of Aquarius "Ataúdes" (Coffins); as well Mónica Moro and Raquel Martínez, who created the spot "Encuentros" for Coca-Cola.

AdWomen: And the one of a product or service for women?

Laura: "Instructivo"-an action supporting fight with the breast cancer, organized by one insurance company from Dominican Republic.

instructivo

Title: INSTRUCTIVO

Advertiser: ARS HUMANO

Registered by:  PAGES

City/Country:  SANTO DOMINGO

Product:  SEGUROS DE SALUD

Brand: ARS HUMANO

Agency:   PAGéS BBDO

Marketing Agency:  PAGéS BBDO

Media: Marketing Directo

Category:  Mejor idea de Marketing Directo en el Sector servicios e instituciones.

Prize: Sol de Plata

AdWomen: To sum up, a brief test:

Your best campaign: Uff… Flex

A nowadays campaign that you like the most: Flex

A friend from work: Pedro Aires

One creative female professional: Marta Rico

An advice for young creatives: Work in advertising only if you love it.

A farewell: The day when we'll reach the equality, there will be inept women at the top.

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