Procter & Gamble is building on its legacy of gender empowerment (including the Always #LikeAGirl campaign) by bringing a bold message to the 2018 Cannes Lions International Festival of Creativity.
P&G is excited to return to @Cannes_Lions! Throughout the week, our Marc Pritchard will lead a discussion on agents of change, we’re joining a conversation with @CNN’s @GreatBigStory & @GusKenworthy on diversity & inclusion, and we’re looking forward to the #CannesLions awards. pic.twitter.com/3GN7Hr3o3L
— P&G (@ProcterGamble) June 18, 2018
P&G made a splash on the Croisette with news of how it’s “advancing systemic change for gender equality in advertising” by launching new partnerships with Queen Latifah and Katie Couric and committing to hiring more female directors and creatives.
— BBDO Worldwide (@BBDOWorldwide) June 18, 2018
The topic was discussed on panels including a Girls Lounge event with P&G Chief Brand Officer Marc Pritchard, HP CMO Antonio Luca and the singer on Monday, and it will continue with a #SeeHer panel on Tuesday.
“The Force of Equality is a Force for Growth” –@marcpritchard1 CBO of @ProcterGamble shares his inspiring leadership stating that any level of inequality is ridiculous & must be rectified when discovered @weareTFQ #GirlsLounge #CannesLions
— SAP Next-Gen (@SAPNextGen) June 18, 2018
“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,” stated Pritchard. “We also know no company can do it alone, so we hope to inspire others to be agents of change to accelerate momentum.”
P&G advances gender equality in advertising @ #Cannes_Lions. Launches partnerships with media and entertainment powerhouses @IAmQueenLatifah and @KatieCouric. Read more here https://t.co/0cLohhBECp #WeSeeEqual #SeeHer #SheIsEqual @FreeTheBid #CannesLions
— P&G (@ProcterGamble) June 18, 2018
The creative partnerships are part of a series of new actions, commitments and partnerships to increase diversity throughout the creative supply chain for P&G—the world’s biggest advertiser—leading to more accurate and positive portrayals of women in advertising and media, and driving growth and social good, all pillars of its company-wide sustainability platform.
— #SeeHer (@seeher2020) June 18, 2018
According to the U.S. Association of National Advertisers #SeeHer study, which launched in 2016, women and girls are inaccurately or negatively portrayed in 29% of ads and media programs and continue to be underrepresented behind the camera: only 32% of Chief Marketing Officers, 33% of Chief Creative Officers and a mere 10% of Commercial Directors are women. These issues persist despite evidence that gender-equal ads perform 10% higher in trust and 26% higher in sales growth.
It's promising when a man of Mark's position puts his money where his mouth is for concrete action in creating equality in the workplace. He's taken a vow, and is teaming with @FreeTheBid to hire more women. Yes. https://t.co/lMdKe7UWzN
— MILCK (@MILCKMUSIC) June 18, 2018
To address these issues, P&G “has called for an aspiration” not only within its company but beyond 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—so gender equality in front of and behind the camera.
As Pritchard stated at the Girls Lounge panel at Cannes Lions on Monday, the commercial production industry average for women behind the camera is 10%; he’d love to set a goal of 50/50 representation across the industry.
“In commercial production we’re at the industry average at 10% women. We have a lot of work to do. I want to challenge the industry to get to 50/50. That’s the aspiration.” @marcpritchard1 @ProcterGamble #torchofequality #thegirlslounge
— The Female Quotient (@weareTFQ) June 18, 2018
As announced at Cannes on Monday, 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 #SeeHer movement and other industry initiatives, including the Unilever and UN Women-sponsored Unstereotype Alliance, which was announced at the 2017 Cannes Lions to engage advertisers, agencies and content developers to drive change across the commercial ecosystem.
Together we have a unique opportunity to bring a change for the better. Read our Exec. Dir. @phumzileunwomen’s call to advertising in her open letter: https://t.co/3JLnvzYymo @un_stereotype #UnstereotypeAlliance pic.twitter.com/M7ES0RhGx0
— UN Women (@UN_Women) June 18, 2018
“We want advertisers to not only portray the world as it is, which may perpetuate harmful cultural and social norms, but to show the world that we aspire to,” wrote UN Women Executive Director Phumzile Mlambo-Ngcuka in an open letter to the global advertising industry that was released Monday.
“We know that where there is inequality, there is discrimination; where there are power imbalances, there is violence; where there is exclusion, there is poverty of every kind. We have witnessed the rising tide of millions of women and men worldwide protesting the deep harm that has come from societies out of balance. We are committed to working together.”
UN Women also saluted its expanding lineup of partners to the Unstereotype Alliance: “We salute those companies who have already joined this bold initiative: Alibaba, ANA, ATT, Cannes Lions, Diageo, Facebook, Geena Davis Institute, Google, IPA, IPG, Johnson & Johnson, Mars, Mattel, Microsoft, P&G, The Female Quotient, Twitter, Unilever, WFA and WPP. And we warmly welcome our new members Adobe, Spotify, Omnicom, Publicis Groupe, Vodafone, European Association of Communication Agencies, Boston Consulting Group, UNICEF, Free the Bid and Jess Weiner.”
P&G’s New Partners
“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,” added Katie Couric.
More details on P&G’s new industry partnerships to drive 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 4% 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.
In my first venture @ProcterGamble and I will be teaming up with @theskimm to create a series spotlighting great, successful women and how they “got there.” We’re calling it…wait for it…”Getting There!” https://t.co/pxmpaiWp1g
— Katie Couric (@katiecouric) June 18, 2018
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 produce a new P&G-backed video series for millennial news source theSkimm and 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.
— theSkimm (@theskimm) June 18, 2018
Free The Bid: Founded by Alma Har’el in response to her personal experience of the lack of opportunities for women directors in advertising, Free the Bid 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.
We are beyond thrilled to announce that @ProcterGamble, the world's largest advertiser, has not only taken the pledge to #FreeTheBid, but will be helping expand Free the Bid worldwide over the next 3 years in partnership with @HP and @PublicisGroupe! #SheIsEqual https://t.co/UMXtFP7GH2
— FreeTheBid (@FreeTheBid) June 18, 2018
#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 the 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 (@madonnabadger) June 19, 2018
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.
"The Future is Female."
According to research, if women participated in the global economy identically to men, there would be a 26% uplift in annual global gross GDP over the next 10 years. Join #McCannHealth on stage at #CannesLions! #GirlsRunTheWorld #UNFoundation pic.twitter.com/jsNGueTZC2
— Cannes Lions (@Cannes_Lions) June 15, 2018
See Her: The #SeeHer initiative is spearheaded by the Association of National Advertisers (ANA), the largest marketing and advertising association in the United States. The ANA makes a difference for individuals, brands, and the industry by advancing the interests of marketers and promoting and protecting the well-being of the marketing community. ANA membership includes nearly 1,000 companies with 15,000 brands that collectively spend or support more than $300 billion in marketing and advertising annually. #SeeHer is part of the ANA’s Alliance for Family Entertainment (ANA AFE), the industry’s foremost advocate for sophisticated, realistic, family-themed content on traditional and digital platforms.
— Always (@Always) June 12, 2018
Procter & Gamble: 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.
[Image at top via Lara MacKenzie, HP]