Free The Bid-pledged brand Diageo is serious about crafting marketing that reflects the diverse reality that their consumers live within.

As Diageo’s CMO Syl Saller puts it, “Advertising is telling stories that are backed by billions of dollars to have them heard.” This means that brands can play a crucial role in shifting the kinds of stories that are told onscreen, and the kinds of people hired to tell those stories.

Diageo has released “#BalanceforBetter,” a look into the work that the brand has undertaken to ensure that all of their advertising supports a gender-balanced vision of our world.

Featuring insights from Syl Saller; Diageo’s Global Consumer Planning Director Andrew Geoghegan; Global Brand Director for Baileys, Grainne Wafer; along with Founder of partnered organization Creative Equals, Ali Hanan, the film discusses the role of advertising in shaping culture, the historic misrepresentation of women in advertising, as well as strategies and partnerships to drive change, including Diageo’s commitment to Free The Bid, pledged in February 2018.

We’re proud that Diageo’s incorporation of the Free The Bid principles into their marketing practices has led to some incredible opportunities globally for the women on our database, including Femke Huuredeman and Cloe Bailly for Baileys, Alison Maclean for Captain Morgan, Jeana Theron-Khoury for J&B South Africa, Leigh Ogilvie and Sarah McColgan for Smirnoff, and Vicky Lawton for Ciroc.

Looking forward to celebrating even more work from our supporters at Diageo directed by Free The Bid filmmakers in year two of Diageo’s commitment!

Hero Photo Courtesy of Jeana Theron and Darling

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