Personal care giant Procter & Gamble has announced plans to have women direct half of its commercials by 2023, with only 10 percent being female-led at present, in a bid to push for greater gender equality in the advertising world.
While P&G does not create its own advertising, it has committed to driving greater equality in the leading marketing and creative roles at advertising agencies.
As part of its commitment to the movement, P&G has signed the Free the Bid pledge that aims to ensure that at least one female candidate is amongst the finalists for each commercial, and has also teamed up with Queen Latifah and Katie Couric. Both women have been active in pushing for more female directors in television and movies.
Speaking about the hope of encouraging other companies to follow suit, Chief Brand Officer Marc Pritchard said in a press release, “We also know no company can do it alone, so we hope to inspire others to be agents of change to accelerate momentum.
“Some of P&G’s best performing brands have the most gender-equal campaigns. It’s clear that promoting gender equality is not only a force for good, it’s a force for growth.”