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This study explores the experiences of women working as creatives in Mexican advertising creative departments. It is based on 22 in-depth interviews and suggests that these women face significant challenges within the machismo culture, which permeates Mexican advertising creative departments. Mexico plays an important role in global advertising, particularly in Latin America, but in this country female workers only represent five per cent of those working in creative departments. This is the first study focused on Mexican women creatives in advertising, highlighting the confluence of advertising women creatives and Mexican culture. Analysis reveals ten subcategories which articulate the horizontal and vertical barriers women creatives in Mexico face. Additionally, two broad workplace cohorts emerge: “old glories,” the misogynist men creatives who have historically managed advertising creative departments; and “forward thinkers,” young women and men who work side-by-side within advertising creative departments, disregarding or embracing gender differences. The findings, contextualized by cultural and organizational feminist theories as well as power theory, expose a machismo environment within Mexican advertising creative departments.  Resumen: Creativas y machismo en la publicidad mexicana: Eliminando barreras hacia el exito Este estudio explora las experiencias de mujeres que trabajan en los departamentos creativos de las agencias de publicidad en Mexico. Se han realizado 22 entrevistas en profundidad que sugieren que las creativas enfrentan desafios significativos dentro de la cultura machista que impregna los departamentos creativos publicitarios. Mexico desempena un papel importante en la publicidad global, particularmente en America Latina, sin embargo, en este pais, solo existe el 5 por ciento de mujeres creativas. Este es el primer estudio enfocado en mujeres creativas publicitarias mexicanas teniendo en cuenta el contexto cultural de Mexico. El analisis revela diez subcategorias que articulan las barreras horizontales y verticales que enfrentan las mujeres creativas de este pais. Ademas, surgen dos tendencias en el lugar de trabajo: old glories, hombres misoginos creativos que historicamente han administrado los departamentos creativos publicitarios y forward thinkers, mujeres y hombres jovenes que trabajan codo con codo dentro del departamentos sin tener en cuenta las diferencias de genero. Los hallazgos estan contextualizados por los estudios culturales, las teorias feministas organizacionales y las teorias del poder, exponen la existencia de un ambiente machista en los departamentos creativos publicitarios mexicanos.

Women Creatives and Machismo in Mexican Advertising: Challenging Barriers to success