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Wunderman Thompson's Inspiration Personified: Diana Echeverry

25/05/2023
Advertising Agency
Bogotá, Colombia
140
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CX specialist at Wunderman Thompson Bogotá on transforming internal cultures and gender equality through WT REP

Wunderman Thompson are the inspiration experts.​ Because of this, we know that inspiration doesn’t come from any one place, but rather it should be drawn upon from a diverse and inclusive culture. ​

This allows us to see things differently, to reject conventional thinking and to push the boundaries of creative bravery.​ The emergence of hybrid working environments has meant that finding opportunities for meaningful connections and a sense of belonging are more important to protect and nurture than ever before. 

In this new environment, it’s imperative for businesses to actively build a diverse, equitable and inclusive workplace where everyone feels welcome, valued, and heard. Our Business Employee Resource Groups are just one way we bring people together and provide a positive forum for development, education and idea exchange around a common interest. 

We now have 20 of these groups across the Wunderman Thompson network devoted to topics such as AAPI, Sustainability, Marginalised Ethnicities, Disability, Women and more. They’re a key component of what makes Wunderman Thompson inspiration experts, and ensure that their core values are reflected in every aspect of the company. 

In 2022 the company added Business to the existing ERG program, which creates more opportunities for the diverse voices of employees to directly impact their work. This is just one way we’re putting inclusive experiences at the heart of our business to help drive growth for our clients, and something we’re passionate about sharing to inspire the wider industry. By incorporating these groups, we take ownership and responsibility for creating culturally competent work that drives conversation to enrich our culture and wider society.

Here are thoughts from their members on what inspired their creation, and how they use them to inspire change from their corner of the world.


Name: Diana Echeverry

Title: CX specialist

City: Bogotá, Colombia.

Business + Employee Resource Group / Affinity: Wunderman Thompson Bogotá - WT REP


Q> Can you tell us a bit about yourselves and your role?

Diana> My name is Diana Echeverry and I work at Wunderman Thompson Bogotá. I am a CX Specialist within the strategy department, or more specifically the team in charge of strategic design – part of a consulting branch that we want to incorporate into the business as an innovation. We embrace a human-centred design approach, attempting to understand and analyse people’s behaviour and encouraging brands to think about people before the brand. 


Q> What made you crave more cultural inspiration at work?

Diana> In my day-to-day life, I get the opportunity to talk to people from all possible backgrounds and listen to all kinds of life stories. Here at work, I try to humanise brands. For me, diversity at work and drawing inspiration from different cultures are must-haves. Today, a workspace that isn’t inclusive and is out of step with the real and human context of our lives and the world we live in is unviable.


Q> What is the purpose of your group? What is the change you are trying to achieve? 

Diana> Since we created WT REP (a group in charge of gender, diversity and inclusion initiatives in Wunderman Thompson Colombia) we are transforming the internal culture, working mainly on gender equality at work, which at this moment is one of our biggest challenges societally. We want to lead by example and ensure that gender equality is forefront of our agenda here at Wunderman Thompson Colombia. The idea for the future is that REP can be transferred to our clients, ensuring that the guiding principles of inclusivity and diversity are at the heart of every campaign we create with them. 


Q> Why is your group important to the culture of Wunderman Thompson / the wider industry? 

Diana> I arrived at Wunderman Thompson Bogotá almost three years ago and we created REP, which is the  first time this company has had this type of initiative. Gender, diversity and inclusion issues have never been touched upon before, nor has the area been formalised as something that should be at the forefront of our day-to-day work. For me, REP is a safe space for our people and that’s why it’s so important – it’s a fantastic start for us to build from. 


Q> What’s been the best part about being involved in your group? 

Diana> The best part about being involved in REP is meeting new people in the agency who are willing to participate and make a change in the industry. And also, having the space and opportunity to challenge people who work at Wunderman Thompson, to talk about issues that they find uncomfortable or feel they need to rethink in life and work.


Q> What happens when you get together?

Diana> Today we are a group that has a very fun friendship. Once a week, we get together to talk about issues that affect us day to day. We talk about ideas that we find interesting. We send each other referrals of cases that we can draw inspiration from and we also organise ourselves to plan our next events and divide upcoming tasks.


Q> How has your group inspired change, both within Wunderman Thompson and the wider industry? 

Diana> So far, we have held workshops based on the Collision methodology to listen to our women and have held ideation sessions for the creation of platforms and initiatives that help us grow personally and professionally.

We have held talks on diverse bodies and conscious drug use, participated in LATAM initiatives on sexual orientation and women leaders in the industry, and also created a newsletter to recommend series, books and podcasts to help employees learn about gender, diversity and inclusion.


Q> Why is community important to you and what makes a good workplace community?

Diana> Work, at the end of the day, is just work. People are what make a place magical and special. I feel that Wunderman Thompson Colombia is what it is today because of its people, its diversity, its talent and above all because of the community we have formed. A solid community that is reflected in the good work and the love we have for diverse initiatives and brands.


Q> How do you stay connected to one another? 

Diana> We have a weekly meeting where we set tasks and review pending issues, and when we have an event or workshop with people from the agency we meet face-to-face with a larger group of approximately 20-30 people in the office. And we keep in touch by chat, always looking out for each other and helping each other with everything related to REP.


Q> How does your group inspire you/others? 

Diana> It has taken us a long time to formalise REP as a group, get resources for our ideas and make ourselves known. I believe that our hard work has at least created certain spaces and moments for people, which make them feel part of a community and aware that there are people who are working for the well-being of all. I like to think that every step we take counts as a change for the better at Wunderman Thompson Colombia.


Q> What is your advice for other agencies who are looking to foster a sense of community among employees, and expand the work they are doing internally to effect change for their clients/the industry?

Diana> My advice is to have people who are willing to create change and have all the initiative and drive to work outside of their day job. Create a committee of people who will make tough decisions and take on challenging the industry. Seek support with more Wunderman Thompson agencies in different countries who are willing to help. Listen to what is being done. Be consistent with the work. And, finally, be aware of current issues related to gender, diversity and inclusion. 


Q> How can these groups impact the wider industry?

Diana> These groups, at the end of the day, are a community of people who have similar viewpoints and affinities. In this case, REP is a group of people that strives to transform the work culture, by looking after our employees and seeking space for recognition and visibility. These groups are what make us more and more empathetic, and work for brands that are in tune with a world that is diverse and unique.

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