Diageo Joins 'Free the Bid' Effort to Hire More Women Directors
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Liquor giant Diageo on Thursday joined the growing effort to address the gender gap among ad directors. The marketer pledged to call on its ad agencies and content producers to include at least one female director on all creative bids, as it joined the Free the Bid organization.
The group, formed 17 months ago, is pushing for more female directors in an industry that is overwhelmingly male. Less than 7 percent of directors are women and only 9 percent of commercials are directed by women, according to statistics shared Thursday by Diageo, citing the Center for the Study of Women in Television and Film.
“As advertisers we have the power to normalize gender equality by what we choose to show in our ads, and who we choose to produce them,” Diageo global CMO Syl Saller said in a statement. “The advertising industry is moving in the right direction to achieving greater gender diversity, but it must move quicker.”
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