Pointing to a Association of National Advertisers #SeeHer study 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  announced a number of initiatives it expects will lead “to more accurate and positive portrayals of women,” reported MediaPost.

“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 pledge founded by Alma Har’el. It “aims to ensure that at least one woman is among the finalists to direct every commercial,” Nathaniel Meyersohn writes for CNNMoneyMore here.

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