We back Free the Bid, an initiative guaranteeing women directors an equal opportunity to bid on commercial jobs in the advertising world. Less than 7% of directors are women and less than 3% of creative directors at ad agencies are women. These numbers are hard to swallow for 50% of the world’s population, especially when the Harvard business review and many publications suggest that women are the number one consumer group that makes for 85% of product purchase decisions.
The problem is a cycle that keeps women from being considered. At the bidding stage, ad agencies typically present the brand with three directors. Most women don’t get a chance to build competitive reels after years of gender bias. Ad agencies end up with three male directors bids. Production companies don’t have incentive to sign women directors.
We pledge to support women directors and consider signing, mentoring and training more women in order to meet the new demand this initiative will create. We also try and help unsigned women to bid on jobs if they’re approached by ad agencies.
Please visit Free The Bid’s donation page if you would like to contribute along with taking the pledge.