B&T’s Young Lions bloggers, UM’s Charlotte Berry (left in photo below) and Grace Espinoza, are back with their latest postcard from Cannes. And this time they’ve dropped in on a session with none other than Facebook guru Sheryl Sandberg…
BOOM! Just attended the Gender Equality session hosted by P&G with Sheryl Sandberg, FB COO, Tina Brown, Live Media, Madonna Badger, Badger and Winters, Michael Pritchard, the host from P&G.
When Pritchard told the festival he was going to host a talk on gender equality, their response was that it was an old topic that has already been talked about. This is problematic in itself, and symbolic of the movement towards gender equality stalling.
Here are the facts, 28 per cent of advertising depicts women negatively, men speak out seven-times more than women for what the want, and the Fortune 500 CEO list is only five per cent women.
The inequality chat has high talk index but low action and outcome index. The world is still lacking positive role models to lead this action. We are more comfortable when we stick to the stereotype which is why they are so hard to break.
However it’s been proven that brands acting on gender equality is extremely beneficial, garnering eight to 10 per cent more positive sentiment. There is no “trade off” for using powerful women in advertising.
In fact, we have a responsibility to do so in order to normalise gender equality – you can’t be what you can’t see. So how can you check whether conscious or unconscious gender bias exists? Empathy. Ask yourself if you would be comfortable acting in that ad.
Here are the top tips for action:
1. Madonna Badger – get a mentor, be a mentor
2. Tina Brown – make gender stereotypes uncool
3. Sheryl Sandberg – change the culture
4. Michael Pritchard – collaborate for good
As marketers we hold the power to redefine the image of gender inequality. Having two young women take out the Silver Young Media Lions is walking talking proof of girl power!
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]