The pay TV channel A + E Networks, Lifetime, celebrated International Women’s Day with its second presentation of “Mujeres Protagonistas,” with leaders from Latin American countries to create short format content with voice, accent and color of successful women of the region.
At the Alvear Palace Hotel in Buenos Aires gathered personalities of the stature of Catherine Fulop, Pilar Rahola, Maria Laura Santillán, Nadine Pavlovsky, Mariana Arias and María Cherñajovsky among others.
César Sabroso, Senior VP of Marketing, Affiliates and Corporate Communication Sales A + E Networks Latin America, and Daniela Martinez, Senior VP User Intelligence of A + E Networks Latin America, revealed to the guests the research “Leading Ladies,” an investigation of the market.
They talked about the consumption habits of Argentine women today, developed between Lifetime and the Kantar IBOPE agency. The results questioned the old stereotypes and behavior patterns of women.
Daniela Martinez explained that, for this reason, the Group A + E Networks is changing its advertising sales strategy “integrating brands that speak to women even during programs that could be thought to be aimed at men, such as ‘Jay Leno’s Garage’ or ‘Crazy about Cars.'”
A key partner in this initiative is DirecTV, who together with Lifetime and the panel, led by César Sabroso, joined Nadine Pavlovsky, responsible for Marketing and programming for DirecTV in the Southern Cone. Pavlovsky was accompanied by actress and host Catherine Fulop, who highlighted the courageous, compassionate and warrior woman.
The journalist, philologist and Catalan writer Pilar Rahola concluded: “We are tired of being feisty, brave and being alone in this difficult struggle. I think it should be a struggle of all, women and men.”
Applause for A + E and its great marketing head, Cesar Sabroso.