P&G Advances Systemic Change for Gender Equality in Advertising at 2018 Cannes Lions Festival of Creativity

The Procter
& Gamble Company (NYSE: PG) 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.

Women and girls are inaccurately or negatively portrayed in 29 percent
of ads and media programs*, and women continue to be underrepresented
behind the camera: only 32 percent of Chief Marketing Officers, 33
percent of Chief Creative Officers and a mere 10 percent of Commercial
Directors are women. These issues persist despite evidence that
gender-equal ads perform 10 percent higher in trust and 26 percent
higher in sales growth*.

To address these issues, P&G has called for an aspiration to achieve
100% accurate and positive portrayals of women in advertising and media,
supported by equal representation of women and men in the creative
supply chain. 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.
Recognizing the importance of full industry participation, the Company
is working with the Association of National Advertisers (ANA) #SeeHer
movement and other industry initiatives, including the UN Women
Unstereotype Alliance, to invite other advertisers, agencies and content
developers to drive change across the commercial ecosystem.

“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,” says Marc Pritchard, Chief Brand Officer, Procter &
Gamble. “We also know no company can do it alone, so we hope to inspire
others to be agents of change to accelerate momentum.”

As part of the commitment, P&G has announced partnerships with industry
leaders driving equal representation and positive portrayals of women in

“Gender equality is good for society and business,” says Pritchard.
“Some of P&G’s best performing brands have the most gender-equal
campaigns – Always Like a Girl, SKII Change Destiny, Olay Live
Fearlessly…as well as Tide, Ariel, Dawn and Swiffer which show men
sharing the load in household chores. It’s clear that promoting gender
equality is not only a force for good, it’s a force for growth.”

“I have been in the entertainment industry for decades, and I know that
portraying women—and especially women of color—in a truthful way
requires a diverse team both in front of and behind the camera. When we
have women from diverse backgrounds behind the camera, we tell stories
with sharper insights and more honesty that resonate more deeply with
people,” said Queen Latifah.

“Throughout my career, I’ve worked in many newsrooms, telling many kinds
of stories. My mission for Katie Couric Media is to lead a female
driven-team in partnership with leading brands that share our values to
develop meaningful content that will help people navigate our
complicated world, promote understanding and enrich their lives,” said
Katie Couric.

*Association of National Advertisers #SeeHer study.

About P&G

P&G serves consumers around the world with one of the strongest
portfolios of trusted, quality, leadership brands, including Always®,
Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®,
Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®,
Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G
community includes operations in approximately 70 countries worldwide.
Please visit http://www.pg.com
for the latest news and information about P&G and its brands.

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