Olivia Parker
Jun 18, 2019

Asia, it's time to move on from lazy stereotypes: Cheil

Three senior women from Cheil's India, South Korea and China offices told Campaign Asia about the moment they realised they'd all worked right up until the day before they gave birth; and why Asia's media landscape needs to catch up with reality and ban clichés in ads.

L-R: Atika Malik, Kate Hyewon Oh and Pully Chau of Cheil

The stereotypical portrayal of women as either the “organising mum” or the “sexy girl” continues to prevail across Asian advertising, said speakers from Cheil, fresh off the stage at Cannes Lions from a panel titled “Awaken the Lioness The Battle Front of Asian Women”.

“Every year you’ll have one movie or one TV show or three campaigns out of hundreds that are produced that will probably be progressive,” said Atika Malik, chief operation officer at...

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