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
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.