(Advertising) Agency (2023)

Não é só sobre vencer. É sobre não ser engolida.

Em Advertising Agency, cada cena é uma disputa — não só de poder, mas de permanência. Aqui, ser mulher no topo não é só difícil. É quase imperdoável.

O drama nos leva por corredores frios de agências e salas de reunião onde criatividade e política andam de mãos dadas com ego, silêncios estratégicos e feridas mal fechadas. Mas o que brilha é ela: uma protagonista que não está ali pra agradar. Ela fere, falha, resiste — e por isso mesmo, fascina.

Essa história não se resume a um bastidor corporativo. É sobre o que é exigido de uma mulher pra se manter onde homens são a regra. E ainda assim, entre metas e manipulações, há espaço para humanidade, para fragilidade, para decisões que doem mais do que parecem.

Não é um dorama fácil. Mas é necessário. E, mais do que tudo, real.

“Alguns cargos vêm com crachá. Outros, com cicatrizes invisíveis.”

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Women on the ball. Delighting, enraging, inspiring, concerning. Excellent script. High-end KDrama.

"Agency" has it all. Viewership has skyrocketed, as have ratings. "Agency" is the hit. Cool freshness, fashion, speed, one or the other rivalry as well as all categories of human manners, even the lowest, underline the handpicked lifestyle ambience. This all guarantees a lot of fun, seriously...

The topic hits the South Korean nerve of the time. The nerve of women in particular, I should add. What may appear to Western eyes as an entertaining office drama with catfights has a completely different explosiveness in the eyes of Asian, especially South Korean viewers: The deeply hidden, rousing topic of the time, which affects everyone, is ´population decline´. The critical nerve bubbling on the surface revolves around ´sexism´ and ´misogyny´. The incumbent President Yoon proclaimed that these topics could be shut into history books, but "Agency" gives him the lie, right on. The KDrama clearly demonstrates how up-to-date it is. More than one South Korean woman in this story, no matter what position – down to the generation of the mothers of those mothers in the series - will find themselves here. And more than one man as well...

It is pleasing to see how razor-sharp and competent the female protagonist proves herself in this man's world. Also pleasantly refreshing side effect here and there: alternative model approaches for female vs. male management styles. And then there is the extravagantly privileged and insolent Jaebeol of the youngest generation who eventually is inspired to break free from her heavy chains of family-clan expectations. Besides their punching power, both lead ladies are palpable, too. Watching the series is a pleasure, even if the topics touched on may also arouse rather different feelings as well... A colorful bouquet of thematically critical, plot-relevant threads is dramaturgically subtly intertwined. In addition to the two female leads, there are also diverting (women´s lib) moving stories about Go Ah-in's employees and colleagues.

Stellar, good-humoured actors. Excellent script. A wonderfully balanced mixture of fun and seriousness, of pace and depth. The coherent details were undeterred on a differentiated, complex overall picture of the current business world. High-end KDrama-'pleasure' – delighting, enraging, inspiring and concerning. And while we are at it, "Agency" is innocently, smilingly, prettily and yet cleverly and valiantly placing a feminism-sting, too.



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SIDE NOTE: --- Misogyny and population decline in South Korean society ---

Without women it won´t do. But South Korean President Yoon has now officially messed with them. There was an enormous wave of protests when he announced that he wanted to abolish the ministry, which had been set up around 20 years ago to support women against sexual assaults and for equal rights, arguing the issue was no longer an issue. Immediately, around 800 organizations formed and stood up. President Yoon, who is promoted and sponsored by a strong conservative, patriarchal current, has blown a hornet's nest. His world – that of macho men – is obviously different from that of contemporary South Korean women.

It is a given fact, that misogyny in South Korea characterizes everyday life throughout all classes. Neither an entrenched, male-dominated business world from the bottom up to the boardrooms, nor professional disadvantage and discrimination of women in the workplace, belong to history yet. In the contrary, recently it has even been fuelled by the election of the current President Yoon. Fortunately, there are opposing movements and criticism. The KDrama "Agency" uses a socially critical magnifying glass here. Nevertheless, there is still a long way to go, although a drastic reflection is desperately needed, in order to be redirect economic development towards a positive light.

The current demographic trend is closely linked to the economic and social situation, which is shaped by antiquated patriarchal beliefs. Those old (apparently always happy to be taken off the socio-cultural shelf, dusted off, polished to a high gloss and then put back again) convictions stand in stark contradiction to the high pace of the high-tech modernity of everyday life in South Korea. This tense paradox is already having a negative impact (not just on women's attitudes towards life, but also) on the country´s economy. The official statistics on population development from August 2022 show declining numbers for the first time. Actually, the country's birth rate is the lowest in the world. There is no trend reversal in sight. The population will continue to shrink. And that is already and will even more so affect the economy. The proportion of women in the working population (at 55.1 percent) could certainly be increased. Although South Korean women are very well educated on average, only a little more than half of them actually bring their skills into business life. Among men, on the other hand, 73.7 percent are employed. This is due not least to the misogynist attitude in all areas. The difference in pay between women and men is estimated at 31.1 percent. Nowhere else in the 38 OECD countries is it THAT bad. Added to this is the disadvantage on the career path. Work-life balance is in its infancy, because the motto is: woman to the stove. Executive suites are for men only. Women are rarely seen here. And if so, then often only for ornament or to fill the image of an empty marketing shell (similar to "Agency").

It's high time that the many misogynists among South Korean men (including their president) arrived in the present. In the long run, a trend reversal can only succeed jointly – at eye level.

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