The Procter & Gamble Company (P&G) advanced its commitment to gender equality through a series of new actions, commitments and partnerships to increase portrayals of women in advertising and media. “As the world´s greatest creative minds gather to celebrate creativity, we are committed to do our part with meaningful actions to advance gender equality in advertising, media and the creative pipeline in the next five years, ” said chief brand officer, Procter & Gamble, Marc Pritchard.

P&G is leading a comprehensive set of actions to do its part to build, fuel and connect a pipeline of diverse female talent to advertising, media and content opportunities as a systemic solution, a statement said. P&G is working with the Association of National Advertisers (ANA) #SeeHer movement and other industry initiatives to invite other advertisers, agencies and content developers to drive change across the commercial ecosystem.

It has partnered with industry leaders driving equal representation and positive portrayals of women in media including partnership with Oscar nominee, Queen Latifah by creating distribution for films produced by diverse female directors.

The company also partnered with the award-winning journalist, Katie Couric Media to collaborate on content that reflects their mutual values and commitment to important issues including digital series, documentaries, scripted projects, podcasts and live programing.

Global Citizen and P&G will partner and co-host the first #SheIsEqual Summit on September 28, 2018 in New York during UN General Assembly Week to share perspectives on gender equality, women´s economic empowerment, girls´ education and advocacy through the lens of representation of women in the media, marketing, technology and entertainment.

The world’s biggest advertiser also wants women directors for at least half of its product commercials by 2023, up from about one in 10 today. It’s a direct challenge to the male-dominated agency world, from a client that spent more than $7 billion on advertising last year. “Equality drives growth,” said Pritchard. “If we just achieve equality in economic empowerment between women and men, it could add $28 trillion to world economy. That’s a lot of purchasing power.”

At the Cannes Lions advertising festival Monday, P&G announced a series of initiatives to support women in advertising and behind the camera. The company will sign on to the “Free The Bid” pledge, which requires at least one woman director to be included among the final candidates to produce commercials. “Free the Bid,” a project by filmmaker Alma Har’el, who also produced an Olympics anti-bias commercial for P&G, already has a pool of 700 directors operating in 10 countries. P&G says it will work with other big advertisers and with Publicis Groupe SA, its biggest ad agency, to double the reach of the program. The company is also trying to close its own gender gap at the brand-director level, where women hold 41% of positions.

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Ambi Pur, Downy, Febreze, Gillette and more.