What happens when the CMOs daughter interviews for a job in New York? She told him he should see the kind of stuff posted online as tips for women going on job interviews.
It was awful, and led to the two-and-a-half minute video, in which real dads are handed a piece of internet advice to read to their real daughters (no actors here), and an animated, affectionate discussion ensues between each pair.
"We finally have female creative directors we didn't have before, women leading strategy, and Free The Bid to increase the participation of female directors on our business," Lucio said.
"Dads and Daughters" is being posted across digital media, including paid social.
"We have to take this one at a time to do it right," Lucio said. "You have to be very authentic and transparent. It's about selling who we are and what we want to become."