#SeeHer

A big topic a this month’s virtual IAB NewFronts will be around how brands  are spending during COVID and what message they are sending, say veteran marketer Nadine Karp McHugh, now president of SeeHer, an ANA initiative, in this interview with Beet.TV The goal of SeeHer is to increase the percentage of accurate portrayals of […]

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 […]

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 […]

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 & […]