We’ve launched Distilled 2025 - our annual Consumer Trends Report.
At Diageo we believe that we can actively model the society we want to live in, including championing progressive representations in advertising. Out of this belief, the “Potenciando Creativas” programme was born, in partnership with Publicis Groupe. Potenciando Creativas is an immersive learning programme that gives female creatives a fast track to unique learning opportunities and work experiences, seeking to grow the number of women in creative roles.
We spoke to Consumer Planning Manager for South LAC, Sol Martin, about her career journey and her role in bringing the Potenciando Creativas programme to life.
Q. How did your career path evolve and lead to your current role as a consumer planning manager?
I developed my entire professional career in the world of creativity and communication. For almost 20 years I worked in the most recognised creative agencies in the world, always in the role of Strategic or Creative Planner, which although it has a much stronger focus on advertising, has a lot in common with the vision of the position at Diageo.
The opportunity to join the Diageo team came at a time post pandemic when I was eager to experiment outside my comfort zone. It offered me the chance to add to my vast advertising and creative experience a more solid business and brand vision. I could apply all my know-how and at the same time, strengthen my knowledge by learning more in depth about marketing.
Since I joined in October 2021, I have learned a lot and the culture of transparency and openness allows me to talk freely about my career goals and my development, creating an ideal environment to experiment and evolve. And this is just the beginning!
Q. Why is the partnership with the Potenciando Creativas programme important to Diageo?
Potenciando Creativas is a beautiful initiative because it manages to materialise the values and commitments that we assume as a company to accelerate inclusion and diversity and shape a more inclusive and fairer world.
We found that in advertising, there is very low representation of women in creative roles, which is precisely the key area where brand stories are woven that shape what people see as aspirational, desirable, acceptable or normal. Having more female talent in this area is critical for other kinds of stories to be told, from other perspectives.
For Diageo, leading this kind of initiative is crucial for being able to concretely shape our vision and transmit it to the industry, partners, stakeholders and the community in general. Allowing us to achieve a concrete impact on the lives of many people.
Q. What was your core role in bringing this partnership to life?
My role was to lead the regional expansion of the initiative, launching it in 3 more markets (Chile, Uruguay and Peru), and relaunching it for the 2nd year in Argentina. Also to spread the enthusiasm so that other markets in the LAC region would join.
The regional expansion of the programme was a huge challenge for me, because I had NEVER done anything similar in my career. I had to train, align, and lead teams, in many instances, remotely. I had to learn about the norms, idiosyncrasies, and particularities of the different countries. I was in charge of planning and executing the programme from end to end. Fortunately, everything turned out well, and what didn't turn out so well, I learned from!
In terms of results, we were able to train more than 80 creative women. We impacted hundreds of thousands of people with our message through media amplification, inspiring other companies, agencies, and referents to take action and join the initiative. We were able to raise awareness of Diageo's commitment, enhancing our employer reputation.
What excites and makes me most proud of all is to have touched the lives of so many women, bringing them opportunities, and helping them to build their network. I would have loved for something like this to exist when I was studying!
Q. What has been the biggest eye opener for you during your work across the project and what will you apply to your career moving forward?
The main eye opener was to realize that I didn’t need to be someone I am not to "fit in", I didn’t need to be the same as my peers. I realised that there was a place for me, being who I am. And suddenly something very profound happened to me: I began to value my history, individuality and journey. And I realised that it is from that perspective that I can build my career, add value and grow.
In the end the project went very smoothly because I did it totally convinced and aligned with my personal purpose, which I share with Diageo's. I’m happy say that this project helped me gain the confidence I needed to grow at Diageo and personally as well.
Q. What’s next for this partnership?
The next steps are to expand the programme to other countries, spreading interest and enthusiasm around this important agenda. And to continue to refine the programme in the countries we have already launched. Until it is no longer necessary to continue to boost women or underrepresented groups.
Q. Why is it important for you to work for an organisation that is committed to driving greater equality and equity through such projects?
For me it is very meaningful to be part of a company that shares my values. I am convinced that this is the most interesting time to be part of this industry and that today brands have a fundamental role in society, being activists to help drive the changes we need. I love being able to do this from my job, because it doesn't feel like work at times, it's something I would do anyway.
Inspired?
Find career-enhancing challenges across our business, all around the world.