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<\/a>(Chief Brand Officer, Weight Watchers), Bob Liodice (Chief Executive Officer, ANA)and Shelley Zalis (CEO, The Female Quotient). \u00a9 #SeeHer Movement.<\/span><\/figcaption><\/figure>\n
GEM\u2122 was developed in 2017 by ANA\u2019s #SeeHer movement with co-founder Shelley Zalis, CEO, The Female Quotient (TFQ) to support and inspire business leaders to create content free of gender bias as part of the movement. GEM\u2122\u2019s data-driven methodology enables creators of advertising and entertainment to identify and reduce gender bias and improve ROI. The ANA conducted the testing through syndicated research partner Advertising Benchmark Index (ABX).<\/p>\n
\u201cThe foundation of the #SeeHer Movement is data. Our research consistently proves that consumers reward the marketers who create advertising and support programming that accurately portrays women and girls,\u201d said Stephen Quinn, chairperson of #SeeHer.<\/p>\n
GEMfit, or Gender Equality Measure fit, is based on an ANA metric that quantitatively scores media based on how accurately it portrays women. The \u201cfit\u201d aspect comes from placing high-scoring ads next to high-scoring programming.<\/p>\n
\u201cWe are creating a portfolio of research solutions using our GEM scores as the foundation for advanced performance evaluation,\u201d said Shelley Zalis, CEO of The Female Quotient. \u201cGEMfit is a great tool for contextual planning.\u201d<\/p>\n \u201cOne of the greatest outcomes of using GEM scoring is that not only does this bring social good to the world by portraying women accurately, it’s actually better for our business. The ads that are higher-scoring in GEM are our higher-performing ads from a business perspective. There’s more consideration of AT&T and there’s higher brand recall. It just works really well together\u00bb, said Caroline Leach (Vice President Marketing, AT&T)at The Girl’s Lounge held on 7th May at The United State of Women 2018 Summit in Los Angeles (USA).<\/p>\n Some companies and brands like AT&T, Pepsico, Hershey, P&G, Microsoft, HP, SC Johnson, Hallmark, Kellogg’s, CVS, Verizon, Johnson& Johnson, Subway, American Express, among many others are already ous of this fact and are releasing ads that score high in the GEMfit system.<\/p>\n Image over the headline.-<\/strong>\u00a0\u00a9 #SeeHer Movement<\/span><\/p>\n Related external links<\/strong> (some gender parity ads scoring high at GEMfit):<\/span><\/p>\n With Every Child A Mother Is Born | HP<\/span> Mrs. Morrill, A Real Superhero<\/a><\/span><\/p>\n About GEM system<\/a><\/span><\/p>\n Related Eastwind Marketing links<\/span>:<\/strong><\/span><\/p>\n Changes at Cannes Lions See it Be it.- Chloe Gottlieb suceeds Madonna Badger as Ambassador and Spotify joins as partner<\/span> #SeeHer movement has announced plans to release its GEMfit findings to support brands hoping to improve their ROI and cultural impact through gender parity ads. GEMfit,the research system created by the US Association of National Advertisers\u2019 (ANA) #SeeHer Movement and TiVo found quantitative evidence that gender-parity ads enjoyed an increased return on investment(ROI). TiVo conducted …<\/p>\n<\/a>
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\nFord Escape: For Those Who Keep Pushing | Escape | Ford<\/span>
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\nDoritos\u00ae – Boldness Effect \u00abEmily\u00bb<\/span>
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\nPepsico Gatorade | Made for This | EARN EVERYTHING<\/a><\/span><\/p>\n
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\nForsman&Bodenfors and Semcon to launch search engine extension for gender equality<\/span>
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\nWunderman Buenos Aires launches No Gender Profiles tool<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"