P&G Partners With Queen Latifah To Support Gender Equality In Adland
P&G has advanced its commitment to gender equality through a series of new actions, commitments and partnerships to increase diversity throughout the creative supply chain.
This will lead to more accurate and positive portrayals of women in advertising and media, and driving growth and social good.
B&T is doing its own part in supporting gender equality and diversity in adland with our Women In Media event Friday 17 August. Late entries for Women In Media close Friday 22 June, get your nominations in now!
Women and girls are inaccurately or negatively portrayed in 29 per cent of ads and media programs, and women continue to be underrepresented behind the camera: only 32 per cent of chief marketing officers, 33 per cent of chief creative officers and a mere 10 per cent of commercial directors are women.
These issues persist despite evidence that gender-equal ads perform 10 per cent higher in trust and 26 per cent higher in sales growth.
To address these issues, P&G has called for an aspiration to achieve 100 per cent 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.
Procter & Gamble chief brand officer Marc Pritchard said, “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.
“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.
Latest News
EMG/Gravity Media Names New Managing Director
The makers of Australia's Got Talent has been a magnet for senior hires in recent times.
Opinion: Shark Tank’s Sabri Suby Slams Politicians Jumping On TikTok Ban Bandwagon
Are politicians actually scaremongering about TikTok or just fed up of you doom-scrolling in the work bogs?
TV Ratings: “Ivana Was Robbed” – Final Three Contestants Revealed On Australian Idol
B&T's unsure if these Idol contestants look extra young or whether we are as old as we feel.
Veridooh Snatches Prashand Menon From ScentreGroup
Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]
Creative Content Studio OK COOL Answers APAC’s Call, Opening In Melbourne
Life set to get extra confusing for new agency staffers mistaking OK COOL for a pass-ag housemate text message.
Harry’s Cafe de Wheels & Hipages Launch New Pie To Fuel Tradies While On The Tools
The pies should apparently be better for tradies' health, apparently but won't be better for on-site ribbing.
Women Leading Tech’s Woman Of The Year Megan Dalla-Camina: What’s The True Cost Of Cutting DEI Spending?
Cutting DE&I spending might seem easy but you might change your mind when faced with Dalla-Camina's ire.
Thrive Introduces A Batch Of New Senior Leadership Roles
You could say that Thrive is set to thrive with these new hires. But that would be too obvious.
It’s Coming Home! Sponsors Make Subbuteo World Cup Finals Free
No idea what Subbuteo is? You clearly had a more exciting childhood than our editorial team.
Media Bigwigs Bet On Predictive Intelligence Platform Prophet In $5M Seed Funding
Prophet, profit, geddit? Must be laugh-a-minute in this startup's office.
CommsDeclare Brands Shell Energy An “Olympic Gaslighter” & Urges Agencies Not To Pitch For Creative Account
And we thought the gaslight Olympics took place in the Coogee Bay Hotel smoking area!
AFL Wins Battle With Warner Bros. As New AFL Team Is Revealed
There hasn't been this much wrangling over a cartoon animal since, well, ever!
BBC Podcasts Go Global With Amazon Music
Ironically, BBC podcasts unlikely to be available in the Amazon given the lack of signal.
Johnson & Johnson’s Former Consumer Healthcare Arm Reviews Creative
J&J inspired by Scottish term for knowledge 'ken' in its rebrand; nothing says 'wise' like a shot of Listerine.
Kat & Co Transforms Into THE WORLD OF Experiential Agency
After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]
Adobe Brings Firefly Generative AI Into Substance 3D Workflows
Still unclear of what generative AI actually is? Steer clear of this story.
Clemenger BBDO Introduces Saucy Campaign With Declan Cleary & Lee Kum Kee
When we heard this was a saucy campaign, we thought it be the barbecue and ketchup showdown we'd been waiting for.
Gawk Acquires 40 Billboard Locations From Transad
Gawk makes it move out of VIC into NSW with acquisition. Has promised to stop going on about Melbourne nightlife.
All About Attribution: Commission Factory Releases New eBook
Ever wanted to dive deep into channel attribution? Consider this the perfect springboard.
SMG Studio Launches Risk: Global Domination X Dune Part Two
Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]
RMIT Study Reveals That 73% Of Employees Don’t Believe Gen AI Is Relevant
Noticing staff switching off when you tell them about gen AI? Understand why here.
Australian Eggs Launches Egg-citing New Campaign Via Connecting Plots
How do you like your eggs in the morning? We usually skip them and go straight for the darts and whisky.
Future Lions 2024 Invites Young People To Be Heard With Spotify
Future Lions, of course, is the AKQA-backed student initiative at Cannes Lions, not a feeder for the rugby team.
QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]
Legend John McEnroe Joins Pepperstone’s Team Of Global Tennis Ambassadors
Despite the deal, McEnroe remains confused about difference between above- and below-the-line marketing.
LinkedIn Launches New Thought Leader Ads For Companies To Promote Member Posts
Though LinkedIn couldn't get any more insufferable? You thought wrong.
Latrell Mitchell Smacked On Wrist After Dropping Multiple F-Bombs In Post-Match Triple M Interview
Andrew Abdo has confirmed he is not angry... just disappointed.
TV Ratings: “When You Do Love Yourself, You’re Amazing” – Is This MAFS Most Heart-breaking Split?
Hold the press. MAFS groom and bride actually shown to be nice people.
Opinion: The Only Drag Marketers Should Be Worried About
Thought Transactional Drag was a lifeless club night in Newtown? Read this and you'll think again.
AWARD School Welcomes Class Of 2024
It's best to think of AWARD School like Survivor but with pitch decks instead of swimwear.
Interest In Motorsports Reaches New Heights As Formula 1 Grand Prix Revenue Expected To Surpass $100 Million
Need to get a dull sports client some quick results? Rustle up a Netflix series and watch the dollars roll in.
Chair Rob Murray To Depart As SCA Considers ARN’s Latest Takeover Bid
Struggling to make heads or tails of the SCA & ARN saga? Add this to your woes.
Adland Legend John Singleton Separates From Seventh Wife
Singo calls it quits with seventh wife as his race with Rupert Murdoch to become the most-married man continues.
ACCC Eyes Search Competition, Citing ‘Decreasing’ Quality & Rise In Generative AI
The only decline in search quality we notice is when B&T doesn't appear at the top of Google.
“Imagine A Career Above The Clouds”: Royal Australian Air Force Launches New Campaign Via VML
Don't worry about the forthcoming war with China - at least you'll get a bird's-eye view of the apocalypse.
MKTG Launches PR & Talent Division Realigning Business Structure
Dentsu‘s MKTG Sports and Entertainment has unveiled a significant evolution, including the launch of a specialised PR and Talent Marketing division, investment in expanding its Creative Services group, and a centralised approach to brand and rights holder servicing with increased production capabilities and a strengthened in-stadium sports presentation team. Lead Image: MKTG CD Ross Allen; […]