Kim Getty presentation at DBS in Park City, Utah, December 2016

1. +

3. H O W T O
T H E B I A S

4. REPRESEN- Ensure women are equally present in ads.
- Currently women are 1/3 less likely to
have speaking roles and only 1/5 of VOs

5. PORTR
AYAL:- Portray women accurately, as real people,
both in what they do, how they look, and the
conversations they have.
- Currently they are seen primarily via their
relationships to others (i.e. mom, daughter,
wife) and their conversations revolve around
primarily men or shopping.

6. - Get a diverse group working on the ad, from
the team at the agency to the people behind
the camera.
1. Account
- The Account Department sets up the team to achieve gender equality
2. Strategy
- The strategy needs to be built with gender equality top of mind
3. Creative
- The Creative Team must challenge the biases throughout concepting
4. Production
- Work with production teams that align with our vision
5. Analytics
- Ensure that we are measuring effectiveness across a suite of indexes
CREATIV
E
REPRES
ENTATIO
N: