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Are you ready for some magic?

I'm Dougal Shaw and you are listening to Business Daily Meets on the BBC World Service,

where we bring you in-depth interviews with people in business from across the globe.

Today, we're taking a trip to the cinema.

Music If you've been to the cinema in the UK and Ireland, you've likely heard that music.

It announces that you're about to be immersed in the world of big screen cinema adverts, which are part of the build-up to the feature film you've paid

your money to see. That musical theme tune is called Asteroid and it was composed by Pete Moore.

It's associated with Perl and Dean. It specialises in cinema advertising.

Barbie, in two years after COVID,

it's the best film performance by a solo female director.

It's in the top 14th.

We will get there, but it's a long, slow path back.

That's Catherine Jacob,

who has been CEO of Perlundee for nearly 18 years.

She rose up the ranks of what is still a male-dominated industry.

She's passionate about diversity in the world of advertising

and shares the inclusion group for the advertising trade body, the Advertising Association.

Instead of having a intake where you put a picture up with them and go, look at our

really diverse intake, and then two years later, if you took the same picture, most of the

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