HP proves diversity is good for business

HP has unveiled new data proving that ads created by diverse teams perform better. Measuring the impact of HP ads created before and after its 2016 diversity initiative was launched, Brand Monitor showed an impressive 6-point increase in purchase intent and HP Business Drivers in just one year. Marketing Mix Analysis, run by Nielsen, captured a 33% increase in revenue per impression. HP also worked with the Association of National Advertisers (ANA) to apply its #SeeHer Gender Equality Measurement (GEM™) methodology to company ads. It showed a 5-point increase in…

Read More

GEM™fit Proves Gender-Equal Ads and Entertainment Work Better Together

Gender equity is good for business. Recent research by the Association of National Advertisers (ANA) showed that ads which portray women and girls accurately are more socially acceptable and well-liked by both men and women they surveyed. New research released by ANA’s #SeeHer movement, in collaboration with TiVo, demonstrates that ads that portray women accurately work even better when paired with programming that also portrays women accurately. It’s called GEM™fit: when ads that score high in the ANA’s Gender Equality Measure (GEM™) are aired on high-scoring programs, they deliver better…

Read More

CBS And ANA New Multi-Pronged Partnership Supporting #SeeHer Initiative

CBS Corporation and the Association of National Advertisers (ANA) have announced a new multi-pronged partnership supporting the #SeeHer initiative and its mission to accurately portray girls and women in media. The goal of #SeeHer is for women and girls, by 2020, to see themselves reflected as they truly are. Working with #SeeHer, CBS will deliver on-air, online, and behind-the-scenes opportunities to promote the initiative’s mission, joining in the fight against conscious and unconscious gender bias in advertising and media to change how the media represents women and young girls. “This…

Read More