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# #SeeHer Campaign: P&G Launches Initiatives to Boost Women in Advertising
- URL: https://capitolcommunicator.com/seeher-campaign-pg-launches-initiatives-to-boost-women-in-advertising/
- Published: 2018-06-20T16:41:29.000Z
- Updated: 2018-06-25T20:39:41.000Z
- Author: Guest Columnist
- Tags: Advertising, B to C, #Import 2026-10-08 18:49

Pointing to a Association of[ **National Advertisers #SeeHer study**](http://www.ana.net/content/show/id/45043?ref=capitolcommunicator.com) that found that women and girls are inaccurately or negatively portrayed in 29% of ads and media programs and acknowledging that women are substantially underrepresented in key positions in advertising and marketing, [**Procter & Gamble** ](https://www.businesswire.com/news/home/20180618005590/en/PG-Advances-Systemic-Change-Gender-Equality-Advertising?ref=capitolcommunicator.com)announced a number of initiatives it expects will lead “to more accurate and positive portrayals of women,” reported[ **MediaPost.**](https://www.mediapost.com/?ref=capitolcommunicator.com)

“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,” P&G said in a news release, datelined Cannes, detailing its new actions, commitments and partnerships, said MediaPost.

Among them: “The world’s biggest advertiser wants women directors for at least half of its product commercials by 2023\. … It’s a direct challenge to the male-dominated agency world, from a client that spent more than $7 billion on advertising last year,” writes *Bloomberg*’s Jeff Green.

“Equality drives growth,” says Marc Pritchard, the company’s chief brand officer. “If we just achieve equality in economic empowerment between women and men, it could add $28 trillion to the world economy. That’s a lot of purchasing power.”

According to MediaPost, The company is also taking the [Free the Bid](http://freethebid.com/about/?ref=capitolcommunicator.com) pledge founded by [Alma Har’el](http://almaharel.com/?ref=capitolcommunicator.com). It “aims to ensure that at least one woman is among the finalists to direct every commercial,” Nathaniel Meyersohn [writes](http://money.cnn.com/2018/06/18/news/companies/procter-and-gamble-advertising-queen-latifah-katie-couric/index.html?ref=capitolcommunicator.com) for *CNNMoney*. [**More here.**](https://www.mediapost.com/publications/article/320978/?ref=capitolcommunicator.com)