FREE THE BID is an initiative guaranteeing women directors an equal opportunity to bid on commercial jobs in the advertising world. Less than 7% of directors are women, and less than 3% of creative directors at ad agencies are women. These numbers are hard to swallow for 50% of the world’s population, especially when the Harvard business review and many publications suggest that women are the number one consumer group that makes for 85% of product purchase decisions.
Problem: A cycle that keeps women from being considered. At the bidding stage, ad agencies typically present the brand with three directors. Most women don’t get a chance to build competitive reels after years of gender bias. Ad agencies end up with three male directors bids. Production companies don’t have incentive to sign female directors.
Solution: Ad agencies, production companies and brands pledge together to have one female director bid on EVERY job and #FreeTheBid!