B-Reel Veteran Eva Mautino Talks Women in Advertising in TED Talk at TEDxCulverCity
Eva Mautino, Director of Production and former Executive Producer and Managing Director at creative agency B-Reel, last week delivered a TED Talk at TEDxCulverCity called “It’s all about the work,” where she discussed women’s representation in the advertising industry and ways to shift certain roles and perceptions. In the talk, she considers the impact of women making up only 11% of creative directors, breaking down the the kinds of voices that conceive the creative work, influence teams, and speak for audiences. Mautino goes on to claim:
“The moment you start thinking about being the only woman in the room, you're already creating a separation. I've been in that room alone many times and learned to stop thinking about the me and them. We are all in that room to create killer work, we all have different opinions and different insights. I might bring the female touch, someone else the technical know how and someone in the same room has a different cultural background and is equally important to the ideation process.”
Eva was born in Italy and started her advertising career in post-production and animation in Stockholm; in 2006 she joined B-reel to combine her film, animation, and web knowledge. She has since been involved in the company’s growth into an international creative agency working on a number of renowned digital campaigns. She also co-runs the SheSays LA Chapter, Facilitating knowledge-sharing among women through events, talks, and panels.
At the end of her talk she says: “The secret to gender equality at work is very simple: it all comes down to respect and to seeing the potential in both men and women, trusting that we are both equally suited and ready to do the best work.”