The numbers are in – Free The Bid‘s pledge has had an undeniable effect on pledged brand HP‘s marketing!
On May 30th, 2018, HP unveiled new data proving that ads created by diverse teams perform better. Measuring the impact of HP ads created before and after its 2016 diversity initiative was launched, Brand Monitor showed an impressive 6-point increase in purchase intent and HP Business Drivers in just one year. HP also worked with the Association of National Advertisers (ANA) to apply its #SeeHer Gender Equality Measurement (GEM™) methodology to company ads. It showed a 5-point increase in effectiveness, which places HP in the top quartile of brands.
The year before HP signed on to its commitment to Free The Bid, none of HP’s films were directed by women. After the diversity challenge, 59% of HP’s global campaign films have been directed by women – all Free the Bid directors.
“The facts are in, diverse teams perform better. Changing the makeup of our teams – client, agency, production house – and the way we work, positively influenced our ads. The results give us confidence and motivation to accelerate our efforts.”
— Antonio Lucio, Chief Marketing and Communications Officer, HP Inc.
These numbers prove that a commitment to Free The Bid leads to more effective marketing – when women are given the chance to compete, everyone wins.
Click here to read more about HP’s continuing commitment to moving the needle forward for diversity in advertising!