2023-07-06 18:46:10
After a captivating definition, Mailén Bernardoni and Clara Touzet, on the one hand, and Abril Jarque and Rocío Macchi, on the other, established themselves as the winning duos of the second edition of #PotenciandoCreativas. This apprenticeship program organized by Diageo, in alliance with the Círculo de Creativas, Grupo Peñaflor and Publicis, provides training opportunities and work experiences for women creatives and in the world of advertising. The objective? Encourage more women in the universe of creativity, where currently the female sex represents 37.4% (Source: Creative Population Study 2022). The “champions” won a great prize, since they will do their internships at the Digitas and La Comunidad agencies.
The final took place at the offices of Grupo Peñaflor and Diageo, and had among its experienced jury Yasmín Edi, marketing manager at Grupo Peñaflor, Gustavo Botte, creative director of Digitas, Lisandro Cardozo, Executive Creative Director of La Comunidad, Paula Carboni, from the Círculo de Creativas, Inés Caruso, director of marketing and innovation at Diageo Cono Sur, and Sol Martín, consumer planning manager at Diageo Cono Sur.
What was the final about? The duos had to present campaigns for the Guinness brands, for beer, and for Alma Mora, for the wine category. “Being selected as one of the winners was a moment of pride and gratitude. This opportunity meant a lot to us because it validated our skills and our dedication. Being recognized among a group of talented competitors is an achievement that I cannot underestimate. In addition, the internship represents a door to personal and professional growth, where we will be able to learn from experts in the area and face real world challenges”declared Abril Jarque, who won together with her partner Rocío Macci, both students of the degree in design at the Torcuato Di Tella University.
As for the other winning couple, Mailén Bernardoni, Clara Touzet’s co-equiper, pointed out: “The level of the competition was very high considering that the judges are professionals with extensive experience in the world of advertising, which created pressure for us to live up to a good presentation”. #EmpoweringCreatives is one of the many Diageo actions on its “Society 2030: Spirit of Progress” agenda. Diageo has set ambitious goals to champion inclusion and diversity, where its brands and advertising play a key role in amplifying messages. The company works to contribute to the creation of an advertising environment, from the script to the screen, where everyone feels represented, investing resources to make its programs help to form a more inclusive and tolerant society.
It is worth noting the growing interest that the program had this year among the students. In its second edition, it had record registrations: the number of registered girls was exceeded by more than five times compared to last year. The commitment of the world’s leading multinational premium spirits to promote equality and diversity is reflected in its actions, both internally and externally. That is why in recent years Diageo has been modifying its policies, to build a fairer and freer identity that is transmitted to its employees and consumers.
“We are very proud of this second edition of #PotenciandoCreativas in Argentina, which would not have been possible without the joint work with our partners from Grupo Publicis, Grupo Peñaflor and the Círculo de Creativas Argentinas. Every year we have more calls, expanding the possibility of young creatives to enter the labor market and without a doubt this shows us that we are on the right path ”, details Inés Caruso, Director of Marketing and Innovation at Diageo Cono Sur.
In addition to the external communication work, Diageo has been modifying its policies so that all employees can work equally. To reach this goal, created a local committee made up of members from different areas, who volunteer throughout the year to raise awareness about inclusion and diversity. At the same time, training line managers is key so that recruitment is with a look of inclusion and diversity.
The company is committed to creating a positive work environment where everyone can work with dignity and where they feel valued, respected and motivated to achieve success. Part of this involves support people through various life events and remove barriers that can affect their experience as an employee. For example, supporting those women who are going through the menopause period, so that this is not an obstacle in their professional career or in their results. Family leave for 6 months without a salary cap, for both men and women after the birth or adoption of a child, was key to continuing with this point. Similarly, financial assistance to employees who have completed the process of legal adoption of a boy or girl under 18 years of age.
Thanks to all these changes in the company, the latest internal employee satisfaction survey (Your Voice 2022) showed 88% employee satisfaction. However, the company continues to project and seek new ways to create the fairest and most egalitarian work environment possible.
About Diageo
Diageo is the world’s leading spirits company, with an impressive collection of brands including Johnnie Walker, Crown Royal, JεB, Buchanan’s and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio , Tanqueray and Guinness. Diageo is a global company and its products are sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands and performance, visit www.diageo.com Visit Diageo’s global resource promoting responsible drinking, www.DRINKiQ.com for information, initiatives and ways to share best practices. If you want to know more about your Learning for Life program in alliance with Tres Monos, go to and about his initiative “Smashed”, which seeks to discourage the consumption of alcohol in minors, go to
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