Confessions of a Creative Director The Importance of Inclusivity in Creative Work with Nat Resende, EVP/ECP Digitas North America
May 2, 2025
Nat Resende, EVP and Executive Creative Director at Digitas North America, shares her journey from a coffee farm in Brazil to a leader in advertising. She passionately discusses the critical need for inclusivity in creative work, highlighting how authentic representation can enrich storytelling. The conversation dives into successful campaigns like Dove's 'Real Beauty,' and the vital role mentorship plays in nurturing diverse talent. Nat urges the industry to prioritize diversity and remain committed to fostering an inclusive environment, especially as DEI faces challenges today.
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Early Lesbian Representation Story
- Nat describes seeing a powerful lesbian couple on a Brazilian soap opera as a breakthrough in representation.
- However, backlash led to the couple being killed off, showing challenges in authentic representation.
Authenticity Drives Brand Loyalty
- Authentic representation emotionally bonds consumers to brands and drives loyalty.
- People long to see their unique identities reflected with care and authenticity by brands.
Build Diverse Teams for Authenticity
- Assemble diverse teams who reflect the audience to create authentic stories.
- Include diverse voices at every production stage for genuine inclusion beyond just casting.