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P&G Wants 50% of Its Ads Directed by Women by 2023
By: Fortune
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The world’s biggest advertiser is pledging to establish more gender equality behind the scenes.

Procter & Gamble (pg, +0.41%), which owns everything from Tide to Pampers, announced Monday that it is working toward a 2023 goal of women directing at least half of its product commercials. Only about 10% of its commercials are currently directed by women.

While P&G does not create its own commercials, it spends nearly $7 billion a year advertising its products. With just 30% of top marketing and creative roles in advertising agencies filled by women today, P&G’s pledge will likely force a shift in the industry.

P&G will also sign the “Free the Bid” pledge, which requires that at least one female director be included in any group of final candidates to produce a commercial. To encourage this change, P&G announced two new partnerships: one with Queen Latifah’s Queen Collective to create two 12-minute films produced by women, and another with Katie Couric, to support her new media company’s short-form online video series. 

 

The world’s biggest advertiser is pledging to establish more gender equality behind the scenes.

Procter & Gamble (pg, +0.41%), which owns everything from Tide to Pampers, announced Monday that it is working toward a 2023 goal of women directing at least half of its product commercials. Only about 10% of its commercials are currently directed by women.

While P&G does not create its own commercials, it spends nearly $7 billion a year advertising its products. With just 30% of top marketing and creative roles in advertising agencies filled by women today, P&G’s pledge will likely force a shift in the industry.

P&G will also sign the “Free the Bid” pledge, which requires that at least one female director be included in any group of final candidates to produce a commercial. To encourage this change, P&G announced two new partnerships: one with Queen Latifah’s Queen Collective to create two 12-minute films produced by women, and another with Katie Couric, to support her new media company’s short-form online video series. 


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This article originally appeared on Fortune.com. A link to the original posting can be found at the end of the article.
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