#GAReads | The World's Biggest Advertiser Wants Women to Direct 50% of Its Ads by 2023
The world’s biggest advertiser is pledging to establish more gender equality behind the scenes.
Procter & Gamble (PG, -0.62%), which owns everything from Tide to Pampers, announced Monday that it is working toward a 2023 goal of women directing at least half of its product commercials. Only about 10% of its commercials are currently directed by women.
While P&G does not create its own commercials, it spends nearly $7 billion a year advertising its products. With just 30% of top marketing and creative rolesin advertising agencies filled by women today, P&G’s pledge will likely force a shift in the industry.