Special tracks: Gall Paradas, from unforgettable slogans to re -innovate in the financial market

I certainly heard about “Round Beer”, a phrase that was for years a brand for beer school. This and many other amazing slogans of Brazilian ads are also recorded in the chapters of Gall Parades, one of the most respectable leaders in the sector marketing And advertising.

natural Salvador, Note very small that his path will pass by contact. He says: “I went to the College of Business Administration with the certainty that I will follow it in the region, but I quickly understood that the marketing was my place.” In his view, he is confident, he started first in the trainee in large companies, with monitoring what may be the next step to reach the advertising market.

Galle began his career at Doda Mindla, where he fell in love with the intersection between advertising and business. In 1995, he operated the mango Rosa, one of the first multimedia producers in Brazil. Then he passed with Brazil, offers large accounts. “Then he invited me to click, a digital agency. I knew that there should be there.”

An advertisement profession

Always in search of craft challenges, follow as a brand to develop the brand in F / nazca – The agency in which the “Des Redondo” is born –Where he stayed for 7 years, until he was invited before MPM advertisement To become vice president. At that time, as in many sectors, the presence of high -day advertising was also rare.

The lack of female representation in the leadership of advertising agencies is an increasing challenge in this sector. Research from the Observatory diversity In advertisement (ODP) it reveals this 85 % of the position of CEO is held by menWhile women occupy only 15 %.

In addition, wipe before More GRLSIn 2020, he indicated that women only spent 25 % of professionals in the field of creation, as men dominate 75 % of Leaders. This contrast is directly reflected in the results of the advertising campaigns, as the absence of female views can affect the representation and diversity of the published messages, which limits the audience and connects to the audience.

Then he participated in the agency’s status F.BIZ, In partnership with Marcelo LacdaWho worked as an angel investor at work. Even selling to WPP collectionThe company was the CEO of the company. He says: “We were able to translate the digital age into a work situation.” Then he was a participant in Betc, one of the most agencies granted in the country.

In 2024, Gall was invited to join Rio Bravo Investmentos, a 25 -year -old resource, where Leader of growth and marketing. “Rio Bravo was going through a transformation and I was looking for new challenges. I liked the innovation that the company brought.”

Inequality in the financial sector

Now, close to completing a year in the company, I have already noticed the differences between the financial market and other sectors. “In Rio Bravo, we have a different structure. 58 % of C. The council is a woman, which is rare in Financial sector It reflects a more comprehensive and creative culture. “

In daily life, inequality remains. In 2024, martyrdom CPA-10 – Training on professionals who seek to distribute investment products – had 53 % of women. However, a certificate CGA, Confrontation Money managementIt was reached by only 6 % of them. Although there are procedures to encourage professional entry, difficulties increase with the progress of professionalism.

“Change culture is a daily exercise, we cannot relax or surrender,” says Parades. “When all the heads are similar, they see the same things. When there is diversity, it expands the appearance and Risk analysis and opportunities“

In Rio Bravo, Gal is allocated for important reasons for her and the sector: empowering females and financial freedom. “The investment market has become more comprehensive,” he says.

Financial education for women

For her, this behavior is a feature of women, and they are often more strategic Invest. “Women seek Financial freedom Because they understand that this is a way of autonomy and security. “

Also dedicated to Female representation in the corporate marketSomething was always a personal conflict. “When I established the application”Women were cut off“The goal was to draw attention to the continuous interruption of women in the meetings, a phenomenon that reveals Microfia Every day, “he says.

Special tracks: Daniela Jwabara, engineering engineering engineer

The application, which was developed in partnership with the brave digital product, helps education about the frequency Men cut women in meetings. “What led me to create this tool is the perception that women should occupy their spaces and hear their ideas,” he says.

In Rio Bravo, I continue to enhance equality and work so that women do not need to choose between Family and professionalism. “I am pleased to be able to continue this, through our tools. I always do what I believe in and share it with the basic women: appearance and ears.”

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