P&G Advances Systemic Change for Gender Equality in Advertising at 2018 Cannes Lions Festival of Creativity
The Procter & Gamble Company (NYSE: PG) today advanced its commitment to gender equality through a series of new actions, commitments and partnerships to increase diversity throughout the creative supply chain, leading to more accurate and positive portrayals of women in advertising and media, and driving growth and social good.
Women and girls are inaccurately or negatively portrayed in 29 percent of ads and media programs*, and women continue to be underrepresented behind the camera: only 32 percent of Chief Marketing Officers, 33 percent of Chief Creative Officers and a mere 10 percent of Commercial Directors are women. These issues persist despite evidence that gender-equal ads perform 10 percent higher in trust and 26 percent higher in sales growth*.
To address these issues, P&G has called for an aspiration to achieve 100% accurate and positive portrayals of women in advertising and media, supported by equal representation of women and men in the creative supply chain. P&G is leading a comprehensive set of actions to do its part to build, fuel and connect a pipeline of diverse female talent to advertising, media and content opportunities as a systemic solution. Recognizing the importance of full industry participation, the Company is working with the Association of National Advertisers (ANA) #SeeHer movement and other industry initiatives, including the UN Women Unstereotype Alliance, to invite other advertisers, agencies and content developers to drive change across the commercial ecosystem.
“As the world’s greatest creative minds gather to celebrate creativity, we are committed to do our part with meaningful actions to advance gender equality in advertising, media and the creative pipeline in the next five years,” says Marc Pritchard, Chief Brand Officer, Procter & Gamble. “We also know no company can do it alone, so we hope to inspire others to be agents of change to accelerate momentum.”
As part of the commitment, P&G has announced partnerships with industry leaders driving equal representation and positive portrayals of women in media:
- The Queen Collective: Oscar nominee and winner of a Golden Globe, Emmy and SAG Award, Queen Latifah, along with her Production Company Flavor Unit and the Queen Collective aim to accelerate gender and racial equality behind the camera. By creating distribution for films produced by diverse female directors, Queen Latifah builds on her track record of challenging boundaries in music, movies and other artistic endeavors. The initiative will initially greenlight two films produced by female directors through a major distribution partner. In 2016, women comprised only four percent of directors working on the top 250 grossing films. This creates challenges not only in film, but also in production of other mediums such as advertising. The Queen Collective will fuel the pipeline of women directors in a partnership with P&G, HP, Inc., Smirnoff, Wieden+Kennedy, Marina Maher Communications / Ketchum +, United Talent Agency Marketing and Tribeca Studios.
- Katie Couric Media: The award-winning journalist’s latest undertaking will partner sponsors with distribution platforms to create smart, thoughtful, empowering content. Inspired by her involvement on the advisory board of #SeeHer, an initiative of the Association of National Advertisers, Couric will partner with major brands to collaborate on content that reflects their mutual values and commitment to important issues. Katie Couric Media will be led by a female-driven team to produce and distribute stories in a variety of formats leveraging the power and reach of the changing media landscape, including digital series, documentaries, scripted projects, podcasts and live programing on platforms that best reach the target audiences interested in specific content.
- Free The Bid : Founded by Alma Har’el in response to her personal experience of the lack of opportunities for women directors in advertising, this organization advocates for equal opportunities to bid on commercial jobs in the advertising industry. P&G and its brands are taking the pledge to promise to include a woman director on any triple-bid commercial project. In parallel, P&G’s largest agency partner, Publicis Groupe, is expanding its pledge to cover all their agencies and networks worldwide. P&G has also committed to helping expand Free the Bid worldwide over the next three years in partnership with HP Inc., and Publicis Groupe to double Free The Bid’s number of directors and expand to 20 countries.
- #SheIsEqual Summit: To share creative successes and inspire broader action for gender equality, Global Citizen and P&G will partner and co-host the first #SheIsEqual Summit on September 28, 2018 in New York during UN General Assembly Week. The event will bring together governments, private sector companies, and influencers from advertising, media and entertainment to share perspectives on gender equality, women’s economic empowerment, girls’ education and advocacy through the lens of representation of women in the media, marketing, technology and entertainment. Madonna Badger, Glass Lion Jury President and See It Be It Chair will curate a “Creative Showcase” in partnership with Phillip Thomas, Cannes Lions CEO to highlight and celebrate the best work from the 2018 Glass Lions and new SDG Lions competitions that positively portrays an equal world. The ANA #SeeHer initiative will create sessions that discuss the role media plays in society and the importance of accurate representation of women and girls in entertainment.
“Gender equality is good for society and business,” says Pritchard. “Some of P&G’s best performing brands have the most gender-equal campaigns – Always Like a Girl, SKII Change Destiny, Olay Live Fearlessly…as well as Tide, Ariel, Dawn and Swiffer which show men sharing the load in household chores. It’s clear that promoting gender equality is not only a force for good, it’s a force for growth.”
“I have been in the entertainment industry for decades, and I know that portraying women—and especially women of color—in a truthful way requires a diverse team both in front of and behind the camera. When we have women from diverse backgrounds behind the camera, we tell stories with sharper insights and more honesty that resonate more deeply with people,” said Queen Latifah.
“Throughout my career, I’ve worked in many newsrooms, telling many kinds of stories. My mission for Katie Couric Media is to lead a female driven-team in partnership with leading brands that share our values to develop meaningful content that will help people navigate our complicated world, promote understanding and enrich their lives,” said Katie Couric.
*Association of National Advertisers #SeeHer study.
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and information about P&G and its brands.
P&G Global Communications
Tressie Rose, +1 513-983-4929
Om Business Wire
(c) 2018 Business Wire, Inc., All rights reserved.
Business Wire, a Berkshire Hathaway company, is the global leader in multiplatform press release distribution.
Følg saker fra Business Wire
Registrer deg med din epostadresse under for å få de nyeste sakene fra Business Wire på epost fortløpende. Du kan melde deg av når som helst.
Siste saker fra Business Wire
ISACA Announces 2019 Slate of Events for Business Technology Professionals Around the Globe During its 50th Anniversary Year17.1.2019 19:24 | Pressemelding
ISACA, a global association serving technology audit, assurance, governance and cybersecurity professionals, celebrating its 50th anniversary in 2019, announced its annual event schedule, which includes learning opportunities focused on emerging technologies, innovation, best practices and professional development. Disruptive technologies over the last 50 years and in the future of business enterprise, and the evolution of technology careers and ISACA professions, will be featured in conjunction with the ISACA anniversary year at nearly every venue. ISACA’s growing Cybersecurity Solution Portfolio, including the CSX Training Platform and the CMMI Cybermaturity Platform, will be highlighted in new conferences in 2019, which will include events in North America and Europe. The 2019 CACS conferences, set for North America, Europe, Asia, Africa, the Oceania region and Latin America, will offer educational sessions in audit and assurance, big data, risk management, governance and more. All
HighLife Closes a €32 Million Round B Financing17.1.2019 17:25 | Pressemelding
HighLife SAS, a medtech company focused on the development of a unique transcatheter mitral valve replacement (“TMVR”) system to treat patients suffering from mitral regurgitation, announced today it had closed a €32 million round of equity financing. Proceeds from the financing will be used to complete the development of the company’s transcatheter transseptal mitral valve implantation program, which includes regulatory approval trials in Europe to obtain the CE mark and a first clinical trial in the U.S. via an Early Feasibility Study (EFS). The Series B round was co-led by U.S. Venture Partners (“USVP”) and Andera Partners, with Sectoral Asset Management and Jose Calle Gordo, Chairman of the company, joining the round. Sofinnova Partners, which led the Series A round, continues to support the company and participated in this latest round of financing. Bryan Garnier & Co (Paris) acted as private placement agent for this financing. “I am very pleased to announce the closing of the Ser
The Brightline™ Initiative, led by Project Management Institute, to Support The Economist Davos Panel17.1.2019 15:00 | Pressemelding
The Brightline™ Initiative, a coalition dedicated to helping executives bridge the gap between strategy design and delivery, along with Project Management Institute is hosting The Economist Events panel discussion entitled “Humans 2.0: Designing and Implementing a Future Proof Strategy.” In line with Davos’ overarching theme, “Globalization 4.0: Shaping a Global Architecture in the Age of the Fourth Industrial Revolution,” panelists will discuss how business leaders can harness the power of people to adapt and implement corporate strategies and grapple with the effects of disruptive technologies. This topic is of particular interest to PMI, the leading member of Brightline, given how this wave of disruption calls for organizations to rely on successful implementation of new strategies at unprecedented scope and speed to meet market demands. “As a coalition committed to moving from idea to strategy implementation to results, we’re delighted to partner with The Economist Events to bring
MSCI Schedules Investor Conference Call to Review Fourth Quarter and Full Year 2018 Results17.1.2019 14:00 | Pressemelding
MSCI Inc. (NYSE:MSCI), a leading provider of indexes and portfolio construction and risk management tools and services for global investors, today announced it will release its results for the fourth quarter and full year 2018 on Thursday, January 31, 2019. MSCI's senior management will review the fourth quarter and full year 2018 results on Thursday, January 31, 2019 at 11:00 AM Eastern Time. To listen to the live event, visit the events and presentations section of MSCI's Investor Relations homepage, http://ir.msci.com/events.cfm, or dial 1-877-376-9931 conference ID: 3474708 within the United States. International callers dial 1-720-405-2251 conference ID: 3474708. The earnings release and related investor presentation used during the conference call will be made available on MSCI's Investor Relations homepage. An audio recording of the conference call will be available on our Investor Relations website, http://ir.msci.com/events.cfm, beginning approximately two hours after the conc
FedEx Trade Networks Rebrands as FedEx Logistics17.1.2019 14:00 | Pressemelding
FedEx Corp. (NYSE:FDX) announced today that FedEx Trade Networks, Inc. is being rebranded as FedEx Logistics. The new name describes the company’s ability to meet its customers’ increasingly complex and industry-specific supply chain, transportation, value-added services, and brokerage needs. FedEx Logistics provides specialty solutions that complete a simple, seamless and powerful global trade experience for FedEx customers around the world. “We’re adding tremendous value by bringing all of the specialty services we offer under the FedEx Logistics banner,” said Richard W. Smith, president & CEO of FedEx Logistics. “The global solutions we offer are dynamic and customizable, and the experience for our customers is more streamlined, more efficient and better represented as a collective competitive offering as FedEx Logistics. Our simplified customer interface and comprehensive ability to meet every logistics need will have a profound effect for FedEx customers, our team members, and on
SailPoint Names Andrew Kahl as Chief Customer Officer17.1.2019 14:00 | Pressemelding
SailPoint Technologies Holdings, Inc. (NYSE: SAIL), the leader in enterprise identity governance, today announced the appointment of Andrew Kahl to the role of Chief Customer Officer. In this role, Andrew will be responsible for driving the integrated customer experience for every SailPoint customer while continuing to enable and scale SailPoint’s growing post-sale partner community. He will also oversee SailPoint’s customer success, professional services and support teams, globally. “This appointment underscores our fierce commitment to our customers’ successful journey with SailPoint and is a critical step as we look to scale to thousands of customers. In his role, Andrew will help us to maintain our relentless focus on driving the best-in-class customer experience our customers have come to expect from SailPoint,” said Mark McClain, CEO and Co-Founder of SailPoint. “Customer success is in our lifeblood as an organization and I am confident that Andrew will make that his continued ch