Steve Ellwanger

ORLANDO—FreeWheel’s DRIVE is a new suite of advanced advertising solutions designed to provide the “missing link” to reaching OTT and VOD viewers: holistic measurement. By partnering with Nielsen and its Digital Ad Ratings (DAR), buyers can apply age and gender targeting and/or measurement and guarantees to advanced TV campaigns. “We’re trying to put this all […]

PepsiCo is using the #SeeHer Gender Equality Measure as both a qualitative and quantitative tool to more accurately portray girls and women and help validate some of its budget and media decisions. “We’ve been using it much, much more the last two years across our organization and across a wide variety of brands,” says Global […]

ORLANDO—In its ongoing efforts to transform marketing by taking back control and leading disruption, the Association of National Advertisers has committed to forming “what’s essentially an ANA marketing university,” says P&G Chief Brand Officer Marc Pritchard. “The CMO Growth Council was formed to focus on marketing taking back control and leading disruption because marketing is […]

ORLANDO–The Association of National Advertisers will expand its #SeeHer initiative globally in 2019 as it seeks to make the Gender Equality Measurement “the gold standard” for the depiction of girls and women across all types of media. What began in 2016 as an effort to more accurately portray females in advertising and content now encompasses […]

ORLANDO—Packaging for paper products like Sparkle and Brawny have benefitted from the #SeeHer Gender Equality Measure for more than a year. But one thing that Georgia-Pacific didn’t expect when it committed to #SeeHer was the positive impact it’s had on female talent recruitment. In addition to #SeeHer, Georgia-Pacific has its own program to promote gender […]

More female voices will be heard and considered in advertising and media if agencies “overhire” and enact their own mentoring programs. Then there’s the hard reality that money still talks, according to Nancy Reyes. “Demand it from your agencies, demand it from your media partners, and threaten to withhold the dollars unless they fulfill that […]

Over the past 18 months, American Express has learned how to resonate better with women through its advertising messaging using metrics generated by the #SeeHer initiative. Informed by #SeeHer’s Gender Equality Measure (GEM) scores, AmEx has progressed from “good, average ratings in our past campaigns into excellent ratings over the course of the last year […]

For USAA, which serves the military community, their families and spouses, integrating the principles of the #SeeHer movement for more accurate portrayals of girls and women in advertising and media has been “a key pillar of success.” And while ad campaigns for the armed forces have typically had a decidedly male skew, USAA actually found […]

A supporter of the #SeeHer female-support initiative, Meredith’s InStyle prefers to focus on individual women who represent something broader because today’s world is “exhausted” by a plethora of movements. “It’s a big underthink,” says Editor-in-Chief Laura Brown. By that she means she doesn’t feel obligated to talk about women who represent a given cause or […]

While it’s “really in the DNA of the Special K brand to represent women effectively and consistently and accurately,” there’s a direct impact on the brand’s sales as well, according to Special K Marketing Director Christie Crouch. “When we represent women and families equitably, it’s just more relatable to more people,” Crouch says in this […]

Meredith Corporation’s brands will become the first digital and print partners of the Association of National Advertisers’ #SeeHer initiative to eliminate bias against women in advertising and media. The publisher’s commitment includes publicizing #SeeHer across the company’s editorial content, which includes PEOPLE, InStyle and Better Homes & Gardens. The announcement will be made at the […]

More accurate portrayals of girls and women in advertising and media is a “step change” that starts with a mindset, says #SeeHer initiative Co-Founder Shelley Zalis. Add in accountability and measurement via the Gender Equality Score and Zalis sees the birth of a new industry standard. Zalis partnered with the ANA’s Alliance for Family Entertainment […]

As one of the first supporters of the #SeeHer initiative, L’Oreal has been getting feedback from television viewers surveyed on behalf of the Association of National Advertisers that informs both commercial messaging and program choices. “We’re on board one hundred percent,” Nadine Karp McHugh, the personal care marketer’s SVP of Omni Media, Creative Solutions & […]

Collaboration among television networks, digital-like standards and audience buying made easier are some of the discussions that NBCUniversal’s Denise Colella is looking forward to at Beet Retreat 2018 in San Juan from Nov. 28-20. “I really think we’re at a turning point,” says Colella, who is SVP, Advanced Advertising Products & Strategy. The annual gathering […]

Because there is no fluidity of audience-based television buying to insure a common, consistent definition across buyers and sellers, friction is the byproduct. “And I think that’s what’s going to drive frictionless buying. Education and a common language so that everyone is speaking against that common building block,” says Nielsen’s Kelly Abcarian. The SVP of […]

There’s “a huge market opportunity” in local television for dataxu, whose TotalTV linear-digital audience offering is powering Hearst’s new Hearst Anyscreen platform, says dataxu’s Mike Baker. Hearst’s TV footprint spans 39 states where the company is now selling connected TV in conjunction with the same linear audiences for local TV, the Co-Founder, President and CEO […]

SANTA BARBARA, CA – Short consumer attention spans don’t surprise L’Oreal’s Nadine Karp McHugh. What’s she’s interested in seeing is how AT&T’s new Xandr unit can help brands achieve relevance in their value exchanges with those consumers. “I think that competition is always a good thing, and I think that this new offering at Xandr […]

From its roots aggregating spot cable television buys for advertisers, NCC Media has learned how to “rationalize the irrational.” This will certainly come in handy as it expands beyond linear TV into digital. “Historically, we were seen as just an ad rep organization and what we’re trying to do is build adtech underneath it that […]

To create what it calls “the largest data set in television,” NCC Media is converging the linear TV and digital data of its three owners—Charter Communications, Comcast and Cox Communications—as it broadens its inventory offering beyond local avails to OTT. One major advance is that NCC is marrying set-top box data showing content consumption and […]

SANTA BARBARA, CA – Dave Morgan certainly knows the value of partnerships when scaling advanced audience targeting for television. So when he takes in the aspirations of AT&T’s Xandr, it’s the partnering theme that gets his attention. “There’s a really big mission. Whether AT&T itself is going to be able to do it or not […]