Massive news from Cannes Lions 2018!

We are beyond thrilled to announce that Procter & Gamble (P&G), the world’s largest advertiser, has not only taken the pledge to Free The Bid, but will be helping expand Free the Bid worldwide over the next 3 years, in partnership with HP and Publicis Groupe.

The Procter & Gamble Company today advanced its commitment to gender equality through a series of new actions, commitments and partnerships to increase diversity throughout the creative supply chain, leading to more accurate and positive portrayals of women in advertising and media, and driving growth and social good.

P&G and its brands are taking the Free The Bid pledge to promise to include a woman director on any triple-bid commercial project. In parallel, P&G’s largest agency partner, Publicis Groupe, is expanding its pledge to cover all their agencies and networks worldwide. P&G has also committed to helping expand Free the Bid worldwide over the next three years in partnership with HP Inc., and Publicis Groupe to double Free The Bid’s number of directors and expand to 20 countries.

Along with committing to the Free The Bid pledge, P&G has announced additional partnerships with industry leaders driving equal representation and positive portrayals of women in media: The Queen Collective; Katie Couric Media; and the#SheIsEqual Summit.

“P&G is proud to partner with HP Inc. and Publicis Groupe to accelerate the expansion of Free The Bid,” said Marc Pritchard, Chief Brand Officer at P&G. “By identifying more talented women directors in more countries around the world, we will help level the playing field and create momentum for achieving equality in the director chair. An equal creative pipeline is needed to ensure accurate and positive portrayals of women and girls in creative output and advertising that reflects our diverse world.”

“If there’s anything I learned from directing commercials, it’s that even within the biggest corporations in the world, there are individuals who can influence the culture and bring change that affects millions,” said Free The Bid founder Alma Har’el. “I’m a true believer that the imbalance of female representation as story tellers and image makers have created a society in a crisis of identity. P&G, HP and Publicis are helping us take a step that will ensure that women around the world have an opportunity to be heard, so they can have a chance at shaping their own stories and their own image. We are thankful and excited to Free The Bid in places that need new voices urgently. The female voice have been kept quiet for decades, while the female body has been used carelessly. It is time to bring back the balance to the stories we tell our selves and our children.

Marketing creating by teams that better resemble the diversity of the world we live in leads to work that accurately represents our experience of gender, race, and ultimately humanity – it’s simply better for business.

The time is NOW – join Procter & Gamble, Publicis Groupe, and HP in the movement to Free The Bid! We hope that today serves as a wake-up call for all brands, holding companies, & agencies, inspiring them to commit to creating equal opportunities for women directors across the world.