Thursday, August 18, 2022

Women Take the Lead in Puerto Rico’s Ad Industry

By on July 8, 2022

From left: Alexandra Caraballo, general manager and partner at Lopito Ileana & Howie (LIH) and president of the Puerto Rico Advertising Association; Luzierne Mendoza, partner and CEO, and Clarissa Biaggi, partner and executive creative director at TBWA\San Juan; and Marta Siverio, the CEO of BBDO Puerto Rico,

While women make up more than half, or 54 percent, of the labor force in the Puerto Rico advertising industry, in some cases representing the majority of employees at
agencies, a handful of women are also leading the charge as heads of ad firms on the island.

“You have women leading essential departments such as traffic, media or accounting, but it is now that you are beginning to see us heading agencies,” said Alexandra Caraballo, general manager and partner at Lopito Ileana & Howie (LIH) and president of the Puerto Rico Advertising Association. “Even though it has taken some time in terms of seeing women leading advertising agencies, it is an industry that, throughout the years, has offered opportunities of professional growth for women.”

In the case of LIH, Caraballo said that the agency has always been ahead of its time when it comes to the empowerment of women, given the fact that one of its three founders some 50 years ago
was a woman, Ileana Font.

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