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Marketing’s impact on gender bias and diversity, Digiday Brand Summit, December 2016

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Kim Getty presentation at DBS in Park City, Utah, December 2016

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Marketing’s impact on gender bias and diversity, Digiday Brand Summit, December 2016

  1. 1. +
  2. 2. H O W T O T H E B I A S
  3. 3. REPRESEN- Ensure women are equally present in ads. - Currently women are 1/3 less likely to have speaking roles and only 1/5 of VOs
  4. 4. PORTR AYAL:- Portray women accurately, as real people, both in what they do, how they look, and the conversations they have. - Currently they are seen primarily via their relationships to others (i.e. mom, daughter, wife) and their conversations revolve around primarily men or shopping.
  5. 5. - Get a diverse group working on the ad, from the team at the agency to the people behind the camera. 1. Account - The Account Department sets up the team to achieve gender equality 2. Strategy - The strategy needs to be built with gender equality top of mind 3. Creative - The Creative Team must challenge the biases throughout concepting 4. Production - Work with production teams that align with our vision 5. Analytics - Ensure that we are measuring effectiveness across a suite of indexes CREATIV E REPRES ENTATIO N:

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