Women leaders of Brazilian associations share lessons in new ABA book

The Associação Brasileira de Anunciantes (ABA) in Brazil has published "Mulheres na Liderança: Desafio de Legado" ("Women in Leadership: The Legacy Challenge"). The book was launched in São Paulo on 27 August 2026. In it, 29 co-authors share the challenges, choices and lessons of their careers and of running associations.

The book marks three years of the Confraternity of Women Leaders of Entities (Confraria das Mulheres Dirigentes de Entidades). Sandra Martinelli, CEO of ABA, created the network in November 2023. It now brings together 40 women who head associations, unions and trade bodies across sectors. The co-authors include ABA's President, Nelcina Tropardi, and leaders from advertising, media, research and self-regulatory bodies.

ABA notes that women remain a minority in top leadership in Brazil. According to Panorama Mulheres 2025, women lead 17.4% of Brazilian companies with a formal president. The network and the book aim to inspire and prepare more women to take on leadership roles.

The network was among the initiatives behind ABA's Special Award for association leadership at the WFA President's Awards 2026 in Stockholm in April. The award also recognised Martinelli's book on leading an association.

For associations elsewhere, the network offers a model for connecting women leaders across sectors and sharing what they've learned.

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