Making a Difference
Former CMO, HP.
Antonio Lucio
Prior to November 2016,
0%
of HP's commercial films were
directed by women.
Impact after 18 months,
59%
of HP's 53 commercial films were
directed by women -- all Free The Bid
directors.
Within this 18-month period:
Purchase intent & HP
Business Drivers
Revenue per
Impression
GEMTM
Effectiveness
Heads of Production
Lora Schulson, Kate Morrison, Stephanie Oakley
Prior to October 2016,
1%
of 72 and Sunny’s commercial films were directed by women.
Now in year 3,
we see an average of 75%
of our triple bids include
a female director.
Of those bid,
35%
typically award to a female filmmaker.
Chief Production Officer
Diane Jackson
After working with Free The Bid,
80%
of DBB's commercial films
have included women
directors in the bidding
process.
Impact: Across the network,
we've had a
30%
conversion rate from women bid to
women awarded on major brands
including McDonald's Jeep, Capital
One, Miller Coors, S.C. Johnson,
Mars-Wrigley, Scott's,Kellogg's,
Hasbro and Cotton.
