Rocío Restaino, born in Argentina, holds a degree in Communication and is Director of Brand Strategy at Interbrand, a global consulting firm. She is a specialist in brand strategy, works as an independent advisor on gender-related issues, serves as general coordinator of women-led foundations with international programs, and combines brand-building with an academic background developed across several countries.
Restaino studied Communication at the Universidad del Salvador and later moved to the United States, specifically to Austin, Texas, to deepen her studies. She completed a master’s degree in Gender Studies, along with postgraduate training in social anthropology and public policy. She also holds a postgraduate qualification in the Sociology of Dress from Barcelona, Spain.
Several years ago, she founded Mujeres en Publicidad (MEP), an organization aimed at women in the advertising and communications fields that promotes a gender perspective. In this role, she has positioned herself as an ally of multiple women’s organizations and NGOs. Her work has been formally recognized by the Legislature of the City of Buenos Aires.
Restaino is also the founder of Kanji, a platform conceived as a space for reflection that brings together cultural, communication, and brand-related content approached from a gender perspective. She describes the project as a place to build content and generate ideas that do not reproduce social harm, arguing that this approach can also be economically viable and strategically effective.
What Does Rocío Restaino Think About Changes in Companies and the Role of Women?
While acknowledging that some indicators have shifted, Restaino points out that progress remains uneven and that senior management positions in both public and private organizations continue to be predominantly occupied by men. Rather than focusing solely on statistics, she frames her analysis around the increasing “acceleration” affecting companies.
She has noted that values and ideas are changing rapidly at a global level, describing a pendulum that is moving faster than before. In this context, she has argued that Argentina experienced a period of stagnation and even regression in matters of inclusion.
Kanji is symbolically linked to March 8, International Women’s Day. On this date, Restaino emphasizes that inequalities persist and that the day remains strongly associated with women’s position in the workplace. She underlines that statistical data continues to reveal structural disparities affecting women in professional environments.
Some of Restaino’s Most Notable Professional Practices
Restaino served as National Consultant on Gender and Communication for projects of the Ministry of Environment in 2019. She also led the conceptual development and content creation for an initiative of the Consejo Publicitario Argentino. In addition, she created Brandaid, a specialized unit within Interbrand Argentina, and received the Brandaid Award, the first Argentine recognition for brands that incorporate gender perspectives, established in 2019.
Alongside her professional practice, Restaino is a lecturer and teaches at various educational institutions. Within MEP, she offers a seminar on Communication and Gender, two areas that define her professional trajectory. She has also taught at her former university in Argentina.
Branding as a Central Axis of Her Work
Restaino works as a brand director and creator, analyzing strategic and communication dimensions for a wide range of brands and advising organizations while applying her expertise within her own foundation. She defines branding as an opportunity to help build a world that is more just and equitable for all its inhabitants, present and future.
She views branding as a tool through which companies can actively influence social change and maintains that some brands have a responsibility to do so. Her approach is grounded in the belief that everyday, collective action is essential for meaningful transformation.
Restaino closely evaluates brand communication strategies, particularly around symbolic dates such as March 8. She highlights the difficulties many companies face when attempting to articulate coherent messages or campaigns in these contexts. In an environment shaped by rapid shifts, social media speed, and constant messaging, she argues that the challenge lies in responding with clarity, responsibility, and strategic awareness.
