SeeHer Unites the Marketing and Advertising Communities at the Fourth Annual SeeHer SheFront –
Major media entities showcased their strong female-led programming in support of the SeeHer movement
Oprah Winfrey, CEO, OWN: Oprah Winfrey Network, delivered keynote address
NEW YORK–(BUSINESS WIRE)–Today, SeeHer (SeeHer.com), the leading global movement to eliminate gender bias in advertising and media, brought together thousands of marketers and media entities for the fourth annual SeeHer SheFront. The global virtual event supported SeeHer’s efforts to increase the accurate representation of women and girls in advertising and entertainment and showcased how female representation has become a key strategic focus for media entities. The SheFront was part of the Association of National Advertisers’ (ANA) annual Global Learning Day.
Oprah Winfrey, Global Media Leader, CEO of OWN: Oprah Winfrey Network, kicked off the program with a brief welcome on the power of storytelling, saying, “We believe that all individuals should see themselves reflected in media and entertainment with a sense of authenticity, accuracy and integrity, and understand why the work SeeHer does is crucial.
The event was hosted by SeeHer President Jeannine Shao Collins, who noted in her opening remarks, “The SheFront is a time when we showcase the best of the best. Our esteemed members of the media…understand that gender equality is a force for growth and a force for good. And they are committed to the SeeHer movement.
Members of SeeHer media including A&E Networks, AMC Networks, Disney, FOX, iHeartMedia, Meta, NBCUniversal, Paramount and Warner Bros. Discovery, presented at the event, highlighting their efforts to increase female-led content and empower women in front of and behind the camera. Audiences heard from industry leaders during the inspirational presentations, as well as on-air talent including Joanna Gaines, Co-Founder and Chief Creative Officer, Magnolia Networks, and Lisa Leslie, former WNBA Superstar and current co-host, We need to talk on CBS Sports, which showed how SeeHer members are committed to the organization’s mission.
Gaines thanked SeeHer during the Warner Bros. presentation. Discovery, stating, “I just wanted to say thank you to SeeHer for this event and this opportunity. With this courageous and incredible group of women, I have enormous hope in all that we can accomplish together for the future of media.
Leslie noted, “We [at Paramount] are committed in 2022 and beyond to continually SeeHer both on screen and behind the scenes.
OWN: Oprah Winfrey Network received SeeHer Programming Award in honor of drama series All stand up. The award recognizes a prime-time show that pushes the boundaries of changing stereotypes and recognizes the importance of women and girls in the media. Tina Perry, OWN TV Network & OTT Streaming President, accepted the award. Past recipients include It’s us and lady secretary.
SeeHer Co-Chairs Fiona Carter, Chief Marketing Officer, Goldman Sachs, and Marc Pritchard, Chief Brand Officer, Procter & Gamble, also participated in the virtual event. Pritchard highlighted why the industry must continue to push for more accurate female representation, saying, “Despite our collective efforts, gender equality has moved backwards… [however] the advertising we create and the content we support has the power to be a force for growth which, in turn, is a force for good.
Carter led a discussion on SeeHer’s gender equality measure® (GEM®), which the organization developed in 2016 and is the first research methodology that quantifies gender bias in advertising and programming. She says, “[Goldman Sachs] and the industry is making progress in gender representation, but there is still work to be done.
Carter was joined by Lorenzo Larini, CEO, IPSOS North America, Shelley Zalis, CEO The Female Quotient, Co-Founder SeeHer, and Latha Sarathy, Director of Research, ANA, for the session. During the discussion, Larini said, “Diversity, Equity and Inclusion is a team sport…it’s about what we can do as a global industry. Real change happens when people decide to change their behaviors…[GEM[GEM[GEM[GEM®) is simply a great thing for your business. »
To close the event, Collins and ANA CEO Bob Liodice announced two exciting new initiatives led by SeeHer. Later this year, the organization will establish the first-ever interdisciplinary university program that combines marketing and gender studies, called SeeHer in Education. Additionally, the organization will develop an AAPI #WriteHerRight guide, which will be a resource for marketers and entertainment executives to encourage authentic portrayals of AAPI women and girls in the content they produce. SeeHer previously developed a #WriteHerRight guide for Latina-focused storytelling in partnership with NBCUniversal and Telemundo, as well as a Black female character-focused storytelling guide in partnership with OWN.
The SeeHer SheFront brought together marketing and advertising professionals from around the world. For the first time in its four-year history, the event was open to the entire media ecosystem as part of ANA’s annual Global Learning Day.
SeeHer is the leading global movement of media, marketing and entertainment leaders committed to the accurate portrayal of women and girls in advertising and media. Launched in 2016 by the Association of National Advertisers (ANA) in partnership with The Female Quotient (The FQ), SeeHer has expanded its verticals to include sports (SeeHer in Sports) and music (SeeHer Hear Her). To help marketers gauge their success, SeeHer led the development of gender equality measurement® (GEM®), which shows that content accurately describing women dramatically increases both purchase intent and brand reputation and has quickly become the industry standard.
About the Association of National Advertisers (ANA)
The mission of the Association of National Advertisers (ANA) is to drive the growth of professionals in marketing, brands and businesses, industry and humanity. ANA serves the marketing needs of 20,000 brands by leveraging the ANA 12-Point Growth Program, which has been endorsed by the Global CMO Growth Council. ANA members consist of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solution providers (data science and technology companies, advertising agencies, publishers, media companies, suppliers and sellers). The ANA creates champions for marketing growth by serving, educating and advocating for more than 50,000 industry members who collectively invest more than $400 billion in marketing and advertising each year.
Andrea Holland, Wolf-Kasteler PR