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<ul><li><keyword id="8058818" type="COMPANY" weightage="20" keywordseo="Unstereotype-Alliance">Unstereotype Alliance</keyword>'s India National Chapter Founding Members include Hindustan Unilever Limited , Diageo, WPP, Publicis Groupe, Havas Group, Advertising Standards Council of India (ASCI), Advertising Agencies Association of India (AAAI), The Advertising Club and Samhita Social Ventures.</li><li>This new coalition of partners, championed by Hindustan Unilever will focus on broadening the representation of women and men in non-traditional roles in media and advertising. </li></ul>Today, the <keyword id="11017647" type="UNKNOWN" weightage="20" keywordseo="unstereotype">Unstereotype</keyword> Alliance launches the India national chapter with a coalition formed to tackle <keyword id="11017648" type="UNKNOWN" weightage="20" keywordseo="harmful-stereotypes">harmful stereotypes</keyword> advertising with support from EU funded WeEmpowerAsia Programme. The Alliance will center its work in India on broadening the representation of women and girls in non-traditional roles in advertising with a focus on women returning to the workforce.. Convened by UN Women, the United Nations Entity for Gender Equality and Women’s Empowerment, the Unstereotype Alliance is a thought and action platform that seeks to eradicate harmful stereotypes from advertising and media. India is the ninth national chapter to launch worldwide, and the second in Asia. The Unstereotype Alliance’s India National Chapter Founding Members include: Hindustan Unilever (Champion), Diageo, WPP, Publicis Groupe, Havas Group, Advertising Standards Council of India (ASCI), Advertising Agencies Association of India (AAAI), The Advertising Club and Samhita Social Ventures. Phumzile Mlambo-Ngcuka, Executive Director of UN Women, commented: The launch of the India national chapter is a significant milestone for the Unstereotype Alliance. It shows that the India advertising and media industry is coming together in all its strength and diversity to tackle the harmful stereotypes that hinder progress towards gender equality. This is critical to addressing the drivers of inequality such as violence against women and girls, intergenerational poverty and the lack of women in leadership and decision-making roles. We hope that you will join us in making unstereotyped advertising and content the norm rather than the exception. Stereotypes in advertising perpetuate negative social norms and hinder progress of gender equality. Harmful social norms contribute to increased acceptance of gender-based violence, lack of economic decision-making for women and constricted opportunities in the job market. The chapter has defined strategic priorities to address gender stereotypes with a focus on harmful patriarchal traditions and norms to broaden the representation of empowered and autonomous women in private and public life, including in business leadership; and to ensure progressive representation in media and advertising. Unstereotype Alliance research into gender equality attitudes shows that there is a clear role not only to remove stereotypes in advertising and media, but to challenge widely-held beliefs and norms in society. Data from the Gender Equality Attitudes study, conducted across 10 countries including India, shows that whilst many Indians recognize the importance of women’s rights, outdated beliefs persist. Specifically: <ul><li>87% believe that it is essential for society to treat women as equal to men, yet</li><li>39% believe that there are acceptable circumstances for someone to hit their spouse or partner </li><li>39% believe that a woman should not earn more than her husband </li><li>49% believe that for the same job, men should be paid more than women </li><li>75% believe that when a mother works for pay, the children suffer </li></ul>Susan Ferguson, Country Representative, UN Women India: "UN Women India is excited to launch the India chapter of the Unstereotype Alliance. I am confident with the support of such committed partners, we will generate a positive and enduring impact in the advertising and media industry and contribute to shaping a gender-equal world." Priya Nair, Executive Director,-Beauty &amp; Personal Care, Hindustan Unilever: "Across the globe, consumers are increasingly expecting brands to take a stand on the issues they care most about – gender stereotype has been one such issue. At HUL, we are committed to driving gender equity, including stepping up of brand programmes, advocacy to challenge the status quo and #unstereotyping advertising. With one billion people using our products every day and even more seeing our advertising, we know we have the power to make a real difference. Various organisations need to come together to bring about this systematic change and set new standards of empowerment and equality. As a founding member of the Unstereotype Alliance, we look forward to supporting UN Women, to drive social change, encourage action, and put an end to gender stereotypes and discrimination” CVL Srinivas, Country Head, WPP, India: WPP is delighted to be a founding member of the Unstereotype Alliance – India Chapter. We look forward to working with the Alliance to bring about positive change to the issue of Gender Equality through the creative use of our skills and the passion of our people in this area.” Deepika Warrier, CMO, Diageo India: “Diageo India is proud to be associated with The Unstereotype Alliance – India Chapter, which will work to accelerate progressive gender portrayal in advertising. Together, we will lead the creation of a framework that encourages increasingly progressive codes with themes ranging from empowerment to celebrating the power and imperfections of womanhood to challenging stereotypes to ultimately moving beyond gender codes. We hope our efforts would contribute to empowering women regardless of their race, class, age, ability, religion, sexuality, language, education etc.” Anupriya Acharya, CEO, Publicis Groupe South Asia: “Publicis Groupe through Viva la difference is a company that celebrates talent, inclusivity and diversity. Our core values and people-first culture synergise seamlessly with the Unstereotype Alliance’s larger mission and objectives and we are pleased to be a part of its India Chapter. Publicis Groupe India looks forward to collaborating with other future-facing companies in building narratives that are progressive, purposeful, gender-equal, human and authentic.” Rana Barua, Group CEO, Havas Group India: “We are delighted to be coming on board at a crucial time as a member of the UN Women Unstereotype Alliance as they begin their chapter in India. At Havas Group, we are clear on driving gender diversity and want to bring about a cultural transformation and mindset shift that will encourage many more women leaders in the group. Our alliance with UN Women Unstereotype Alliance will surely help us in this journey.” Manish Kapoor, Secretary General, Advertising Standard Council of India: "Positive gender portrayals and depictions in advertising are high on ASCI’s agenda, and we aim to shape this narrative in the coming months through different initiatives. Partnering with the Unstereotype alliance is an important step in this journey. Working together helps synchronise voices of different stakeholders and we are very pleased to be a part of the alliance.” Sudhesh Kapoor, Secretary General, AAAI: “We are sure that this Alliance will go a long way in taking down some popularly held myths about genders which are consciously or sub-consciously propagated by popular media and advertising.” Namrata Tata, The Advertising Club: "While many organizations are taking initiatives to drive gender diversity &amp; equality, collaboration at an industry level is needed to see the needle movement. As an integral part of the advertising industry ,The Advertising Club believes in driving real change when it comes to the portrayal of gender norms. We are delighted to join The Unstereotype alliance convened by UN women , which aims at removing negative gender stereotypes in Advertising and Media" Priya Naik, Founder and CEO, Samhita Social Ventures: "Companies, media and content companies, advertisers, and creative agencies have a social and ethical responsibility to break gender stereotype, as well as the capability to do so on a large scale. I am proud to be a part of the Unstereotype Alliance movement to dismantle traditional gender roles and their related conventions."

UN Women launches Unstereotype Alliance's India Chapter to eradicate harmful gender stereotypes from advertising and media

How Diageo is knocking unconscious gender biases out of its advertising

<ul><li>Diageo has been working with <keyword id="329907" type="ORGANIZATION" weightage="20" keywordseo="UN-Women">UN Women</keyword> on its initiative, <keyword id="8058818" type="UNKNOWN" weightage="20" keywordseo="Unstereotype-Alliance">Unstereotype Alliance</keyword>, that is working on tackling unhelpful and harmful gender stereotypes in advertising.</li><li>The brand has come up with a framework that is trying to ensure unconscious gender stereotypes don't creep into its advertising.</li><li>Its the brand's attempt at ensuring that women are given not only equal representation, but prominence, minus stereotypes in the ads.</li></ul>Advertising is a powerful tool and brands have the power to change age-old narratives by coming up with thought-provoking communications that have the power to challenge norms. For a long time, Alcobev brands across the globe have relegated women to the sidelines. Their communications would be about men and the stories would be told from the man’s perspective. However, Diageo has made a start in getting rid of these biases. The brand has come up with a framework that can help its raise awareness around its communications that passively, or actively, put gender stereotypes in ads. The framework laid down some clear do’s and don’ts that could help the brand become more progressive, overall. Speaking on the sidelines of the recently concluded Ad:tech conference held in Mumbai, <keyword id="6620692" type="UNKNOWN" weightage="80" keywordseo="julie-bramham">Julie Bramham</keyword>, Chief Marketing Officer, <keyword id="28295" type="COMPANY" weightage="80" keywordseo="diageo-india">Diageo India</keyword> said that the brand joined hands with the Unstereotype Alliance, an initiative by UN Women, to ‘tackle unhelpful and harmful gender stereotypes in advertising.’ Speaking about the framework that aims to tackle representation (Who is being portrayed?), perspective (Whose point of view?) and characterization (Is it a ‘real’ person?), Bramham said, “We created the framework to knock out any unconscious bias that exists within our marketing teams or any of our agencies. By following the framework, we’re trying to make sure that these unconscious biases don’t creep in any of the creative work we do.” The aim of the framework is to make sure that men and women are equally represented and that women being featured have a depth of character, showing their strong personalities. Watch Julie Bramham talk about Diageo’s attempts at fighting <keyword id="2252563" type="PERSON" weightage="20" keywordseo="gender-stereotyping">gender stereotyping</keyword> here: 
 
 




<div type="Video" msid="72138279" hostid="261" title="How Diageo is knocking unconscious gender biases out of its advertising" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=72138279"></div>

<ul><li>The best performing ads are customised to the platforms, says <keyword id="2693241" type="General" weightage="20" keywordseo="analytics-company" source="Orion">analytics company</keyword> <keyword id="1199021" type="General" weightage="20" keywordseo="kantar" source="Orion">Kantar</keyword>. </li><li>Bharat is a fast-growing market for the premium segment, but its ads have to be different. </li><li>The rural consumer wants her product first, entertainment next; and the ad message needs to be clear and simple, says the Kantar report. </li><li>Low testing of ads is the reason why some campaigns have to be withdrawn. </li></ul>Advertisers have 15 seconds to make their point, before ‘digital’ India either flips, skips or switches off from the ad in front of them. And these shorter ads are getting better if a report by marketing analytics company Kantar is to be believed. As of 2022, 17% of the shorter ads that were tested, cleared the threshold for creativity and effectiveness— as opposed to 7% a year earlier. The rampant popularity of short form video content has made it tougher for advertisers to keep it sharp and singular with vivid dramatisations. <keyword id="169310" type="General" weightage="20" keywordseo="digital-advertising" source="Orion">Digital advertising</keyword> is growing but those ads that are customised to the platforms are the ones which do better, Soumya Mohanty, managing director and chief client officer at Kantar, tells Business Insider India. Content can be the same, but it has to be customised. “Earlier, a TV ad used to be put online – that’s changing. It has to be customised to the platform, but the challenge is to do so in a way without losing coherence. When I see an ad on FB (Facebook) or YouTube, they turn out to be totally different and that doesn’t help, so integration has to be there,” Mohanty says, explaining how the ad world is fast-evolving. The importance of coherence in the performance of an ad has doubled in importance since 2015, as compared to the pre-2014 era, the Kantar report says. While mediums are different, communication should be similar across TV, YouTube, OOH, print and banner videos. OOH refers to out-of-home advertising and includes billboards, posters etc. What does Bharat want? The eyeball share of ads have been suffering as the number of screens are rising, but the essence of what India wants in ads is the same, observes Kantar. “India wants stories and emotions,” says Mohanty. Then there is an emerging area of buyers who necessitate brands to customise it to their sensibilities too — Bharat. The pie of rural and small town consumers is rising. The market is seeing 2.4x faster growth in rural areas compared with urban areas across premium segments in home, personal and food &amp; beverage (F&amp;B) categories, says the Kantar report. The rural consumer wants her product first and entertainment next; and the ad message needs to be clear and simple without metaphors, and should signal cultural familiarity. “It’s not that you can’t show them an aspirational product or a lifestyle, but do not show them something they are not comfortable with,” says Mohanty. In the last few months, a lot of ads have failed both at the urban, rural and even national level. Mohanty believes that the reason for the same is low testing of ads. “It’s because people decide to go with their gut feeling instead of testing. During testing, red flag ads always get caught. And brands should never do anything that they have to take back,” Mohanty says. Kantar has assessed a multitude of ads to pick the most effective ones across categories. Hindustan Unilever won the most laurels with wins across three categories — ‘food and beverage’, ‘home care’ and ‘un-stereotype’ for Red Label, Surf Excel and Bru, respectively, for TV medium. Welspun walked away with the top honours in the digital category for its QuickDry towel ad.

Digital advertising is growing and ads customised to platforms work best: Kantar

<ul><li>The decision to remove ‘normal’ is one of many steps that <keyword id="44863" type="CITY" weightage="20" keywordseo="HUL">HUL</keyword> is taking to challenge narrow beauty ideals, as it works towards helping to end discrimination and advocating for a more inclusive vision of beauty.</li><li>More of Unilever's beauty and personal care brands will join the likes of Dove, Lifebuoy, Vaseline and Sunsilk by taking action on social and environmental challenges and advocating for the evolution of norms, policies and laws.</li></ul>Unilever today announced it will eliminate the word ‘normal’ from all of its beauty and personal care brands’ packaging and advertising, as part of the launch of our new Positive Beauty vision and strategy. Positive Beauty, which sets out several progressive commitments and actions for HUL's beauty and personal care brands, including Dove, Lifebuoy, Axe and Sunsilk, will champion a new era of beauty which is equitable and inclusive, as well as sustainable for the planet. Using Unilever’s innovation and technology, Positive Beauty will also help to drive a transformation in how its products are designed and formulated so that they do more good for both people and the planet, deliver a superior product experience, and tap into consumer trends. The decision to remove ‘normal’ is one of many steps that HUL is taking to challenge narrow beauty ideals, as it works towards helping to end discrimination and advocating for a more inclusive vision of beauty. It comes as global research into people’s experiences of the beauty industry reveals that using ‘normal’ to describe hair or skin makes most people feel excluded. The 10,000-person study, which was commissioned by Unilever, was conducted across nine countries. It found that: <ul><li>More than half of people (56%) think that the beauty and personal care industry can make people feel excluded.</li><li>People want to see the beauty and personal care industry focusing more on making people feel better, than just looking better (74%).</li><li>More than half of people (52%) say they now pay more attention to a company’s stance on societal issues before buying products.</li><li>Seven in ten people agree that using the word ‘normal’ on product packaging and advertising has a negative impact. For younger people – those aged 18-35 – this rises to eight in ten.</li></ul><cmsannotation type="cmsannotation" annotationid="India highlights:" text="India highlights:">India highlights:</cmsannotation> In India, making products that cater to all people is recognised as one of the most pressing challenges that the beauty and personal care industry should address; only behind making products affordable for all and being transparent on what ingredients are included. Almost two in three people in India (64%) agree that the beauty and personal care industry makes certain people feel excluded. Six in ten people in India (59%) say the industry makes certain people feel bad about the way they look and makes certain people feel bad about themselves (59%). The beauty industry is seen as contributing to the spread of narrow beauty ideals: over six in ten people in India (63%) agree that the BPC industry shares narrow beauty ideals, and two in three (66%) think that the industry pressurising people into thinking they need to look a certain way contributes to narrow beauty ideals. The majority of people in India agree that the BPC industry still has some way to go in representing people of various body types (76%), people from different age groups (77%) people from different ethnicities (74%) and people from the LGBTQIA+ community (67%). Over eight in ten people (83%) think that using the word “normal” on beauty product packaging and in advertising has a negative impact on people. This includes making people who don’t feel as though they have “normal hair” or “normal skin” feel excluded or feel bad about themselves. The majority of people in India, feel positively about Unilever’s commitment: they agree that removing the word “normal” would inspire them to feel more positive about the way they look (70%), believe that it is the right thing to do (69%), and feel positively about the company behind it (67%). The trend is clear: two in three people in India (65%) say they now pay more attention to a company’s stance on societal issues before they buy products than they used to. Six in ten people there (63%) will not buy a product if they do not agree with the company’s vision of D&amp;I, even if the company offers the best price. With its commitment, the majority of people in India (71%) think Unilever is working to broaden the definition of beauty in society. Additionally, broadening the definition of beauty is not only the right thing to do for profit but also for people according to seven in ten of people in India. Sunny Jain, President Beauty &amp; Personal Care, said: “With one billion people using our beauty and personal care products every day, and even more seeing our advertising, our brands have the power to make a real difference to people’s lives. As part of this, we are committed to tackling harmful norms and stereotypes and shaping a broader, far more inclusive definition of beauty. “We know that removing ‘normal’ from our products and packaging will not fix the problem alone, but it is an important step forward. It’s just one of a number of actions we are taking as part of our Positive Beauty vision, which aims not only to do less harm, but more good for both people and the planet. “With more consumers than ever rewarding brands which take action on the social and environmental issues they care about, we believe that Positive Beauty will make us a stronger, and more successful business.” In addition to removing the word ‘normal’, Unilever will not digitally alter a person’s body shape, size, proportion or skin colour in its brand advertising, and will increase the number of advertisements portraying people from diverse groups who are under-represented. <cmsannotation type="cmsannotation" annotationid="Driving positive change for people and planet" text="Driving positive change for people and planet">Driving positive change for people and planet</cmsannotation> Central to Positive Beauty is the ambition to do more good, not just less harm, for people and the planet. Our decision to remove ‘normal’ from our packaging and advertising is just one action within the set of three commitments we have made to create real and measurable impact: Taking action through our brands to improve health and wellbeing, and advance equity and inclusion, reaching 1 billion people per year by 2030. They will focus on: <ul><li>Helping to end discrimination in beauty and champion inclusion, by challenging narrow beauty ideals and building a more inclusive portfolio of products.</li><li>Driving gender equity, including stepping up brand programmes, advocacy to challenge the status quo and #unstereotyping advertising.</li><li>Improving health and wellbeing through existing educational initiatives in handwashing and oral hygiene and expanding focus into new areas, including physical health and mental wellbeing.</li><li>Helping to protect and regenerate 1.5 million hectares of land, forests and oceans by 2030, which is more land than is required to grow the renewable ingredients in Unilever’s beauty and personal care products.</li><li>Supporting a global ban on animal testing for cosmetics by 2023, working alongside lawmakers, animal protection organisations and like-minded companies. Twenty-three Unilever beauty and personal care brands are now PETA Approved, with more working towards certification.</li></ul>At the heart of the delivery of these commitments will be Unilever’s beauty and personal care brands, many of which have a track record of delivering impactful programs and purpose-led growth. More of its beauty and personal care brands will join the likes of Dove, Lifebuoy, Vaseline and Sunsilk by taking action on social and environmental challenges and advocating for the evolution of norms, policies and laws. Sarah Degnan Kambou, President of the International Center for Research on Women said: “Every day, we see and hear messages about how to ‘fit in’, how to be included in very narrow definitions of what is ‘normal’. In order to champion equity, we need to challenge these restrictive ‘norms’ and create societies and communities that celebrate diversity – and the unique qualities and ideas that each person brings. Beauty is no exception. We look forward to seeing Unilever advance these commitments and hold themselves to the high standards they have set out before them.” Consumers increasingly expect brands to take a stand on the issues they care most about. Unilever’s brands perceived as more purposeful grew more than twice as fast as the rest of the portfolio in 2020. The company’s research further supports this trend, with the majority of people (69%) saying they will recommend a beauty brand to their friends and family if it caters to a wide range of skin and hair types, while half of respondents would pay more for these products. Positive Beauty will also accelerate our science and technology programmes and innovation partnerships, driving the continued transformation of how our products are designed and formulated to become more people and planet positive. This includes developing tailored products to serve the diverse needs of people around the world, delivering real and meaningful consumer benefits, backed by cutting-edge science. Innovation will also advance the use of more natural, biodegradable, and regenerative ingredients – alongside continued packaging innovations that use less, better or no plastic.

HUL to eliminate the word ‘normal’ from all of its beauty and personal care brands’ packaging and advertising

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><a href="http://www.businessinsider.com/r-dove-faces-pr-disaster-over-ad-that-showed-black-woman-turning-white-2017-10"></a><a href="https://www.facebook.com/naythemua/photos/a.1307409575976070.1073741826.113929701990736/1662304177153273/?type=3&amp;theater">Facebook/Naythemua</a></div></div></div><ul><li>Dove is hardly the first to first marketer to find itself <a href="http://www.businessinsider.com/uber-and-travis-kalanicks-lesson-for-brands-2017-6">embroiled in a public relations crisis this year</a>, but its brand is likely to take a bigger hit than others, say experts.</li><li>This is because the digital ad - which is being slammed for what many perceive as carrying an overtly racist message - flies in the face of everything Dove has been trying to say about women over the past decade with its 'Real Beauty' campaign.</li><li>Dove's screwup also once again highlights the delicate place that marketers occupy in the age of social media, where a consumer mob can quickly jump on a misstep and cause it to escalate far beyond the brand's control.</li></ul><a href="http://www.businessinsider.com/r-dove-faces-pr-disaster-over-ad-that-showed-black-woman-turning-white-2017-10">Dove is the latest marketer to find itself in hot water</a>, after it ran what many see as a racist ad on Facebook last week. The beauty brand posted a <a href="http://www.businessinsider.com/r-dove-faces-pr-disaster-over-ad-that-showed-black-woman-turning-white-2017-10">3-second video</a> on its US Facebook page on Friday, showing a black woman removing her top to reveal a smiling white woman underneath. On Saturday, the brand said that it had removed the clip <a href="https://twitter.com/Dove/status/916731793927278592">in a tweet</a>, and also apologized. While the Unilever brand is hardly the first to find itself <a href="http://www.businessinsider.com/uber-and-travis-kalanicks-lesson-for-brands-2017-6">embroiled in a public relations crisis this year</a>, Dove is likely to take a bigger hit to its brand than others, <a href="http://www.businessinsider.com/pepsi-pulls-kendall-jenner-ad-2017-4">including Pepsi</a> (which was hammered earlier this year for a Kendall Jenner-starring ad), say experts.That is because the Dove ad isn't just tone-deaf. More problematic is that the ad's message seem to stands staunchly against everything that the company's much-praised, pro-female marketing has stood for over the past decade. That campaign featured messaging such as <a href="https://www.youtube.com/watch?v=XpaOjMXyJGk">"You're more beautiful than you think."</a>"The Pepsi mishap seems small compared to this ad by Dove and Unilever," said Chris Allieri, principal of Mulberry &amp; Astor, a New York-based public relations, branding and marketing agency. "For a company that has professed to embrace 'real beauty' by showcasing everyday women, this misstep is unconscionable."With this unforced error, the company has unraveled the entire premise behind its uber-successful 13-year-old "Real Beauty" campaign, agreed Erich Joachimsthaler, founder and CEO of branding strategy firm Vivaldi Partners. The Dove "Real Beauty" ads have long centered around rejecting standard, racially insular notions of beauty while vowing to feature "real women of different ages, sizes, ethnicities, hair color, type or style.""Dove's brand has been built on this unique and well-communicated belief system," he said. "And this ad undermines the very brand value for which Dove stands."Dove has not only built its brand firmly on the back of "Real Beauty," but its parent company Unilever too has avidly embraced a role as a champion of diversity in the advertising and marketing industry.Unilever is at the forefront of an industry group called the "Unstereotype Alliance," tasked with proactively coming up with ways to make ads less stereotypical. The group wasn't just launched with much fanfare at the Cannes Festival this summer, but also <a href="https://www.mediapost.com/publications/article/307845/keith-weed-at-advertising-week-digital-supply-cha.html">lauded by Unilever marketing chief Keith Weed during his panels at Advertising Week</a> just two weeks ago. "When your ad is being called 'racist' by people across social media, you've done a lot more than 'miss the mark,'" said Mulberry &amp; Astor's Allieri. "It just goes to show that the reality is a long way from Cannes to Main Street. Maybe they should have 'real people' create the ads rather than just starring in them."What makes the crisis worse is that this is hardly the first time that Dove has caused mass outrage, with many people seeing the ad as just the <a href="http://www.businessinsider.com/doves-racist-ad-2017-10">latest in a string of marketing efforts</a> from Dove that elevates white beauty above that of women of color. In 2011, for example, the brand apologized for an ad for<a href="https://jezebel.com/5804750/dove-body-wash-strong-enough-to-turn-a-black-woman-white"> Dove VisibleCare body wash,</a> which seemed to show a black woman as the "before" photo and a white woman as the "after" photo, with "more beautiful skin." And in 2012, Dove faced criticism for advertising Summer Glow Lotion for "normal to dark skin." "This would be a crisis of extreme proportions even if it was a one-off," said Matt Rizzetta, CEO at brand communications agency North 6th Agency. "But it's not the first time that it's happened to them and that's why lands them a place alongside the biggest brand crises of the year, including United and Uber."Dove's widely derided ad also once again highlights the delicate place that brands occupy in the age of social media, where a consumer mob can quickly jump on any perceived slight and cause it to escalate far beyond the brand's control. Like Uber and United, Dove has lost control of its narrative, with consumers calling for a boycott of the brand with the hashtag #BoycottDove."I don't question their intent, but I do question their approval process, their execution and general common sense," said Rizzetta. "While social media requires a faster turnaround and a shorter response time, there need to be ample checks and balances to ensure that the sensitivity of the message is at par with speed and response time."Dove responded to Business Insider's request for comment, saying that the short video was intended to convey that Dove Body Wash is for every woman and be a celebration of diversity, "but we got it wrong." The brand also said the video "did not represent the diversity of real beauty, which is something Dove is passionate about and is core to our beliefs" and that it was "re-evaluating our internal processes for creating and approving content to prevent us making this type of mistake in future."But if the brand wants to overcome the disaster moving forward, it must not only put an efficient crisis communications plan in place, but also "walk the walk," said experts."Launching an 'Unstereotype Alliance' at an advertising party with lots of rosé at the beach or fancy yacht events at Cannes is just a lot of talk," said Joachimsthaler. "They need to walk the talk." <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/asia-earth-ice-melted-rising-ocean-coastline-china-india-2015-3">Animated map shows what would happen to Asia if all the Earth's ice melted</a></h3> <div> </div> </div>

With its latest 'racist' ad, Dove may have wrecked 13 years of pro-female marketing driven by its 'Real Beauty' campaign

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image">YouTubeMoneysupermarket.com had the UK's most complained about ad in 2016.</div></div></div>Good morning. Here's everything you need to know in the world of <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> today.1. <a href="http://www.businessinsider.com/fox-rejects-84-lumbers-super-bowl-ad-2017-1">Fox rejected a construction company's Super Bowl ad because it was too political</a>. The ad, which likely cost the company $15 million, showed a "wall" blocking people in the US from looking for work. 2. <a href="http://www.businessinsider.com/rubicon-project-kills-off-chango-division-2017-1">Rubicon Project is shutting down the division associated with its $122 million Chango acquisition</a>. It is closing its "intent marketing" business and migrating customers to rival firm IgnitionOne. Rubicon Project's Toronto office is also being closed.3. <a href="http://www.businessinsider.com/consulting-tech-and-publishing-marketing-acquisitions-to-move-into-advertising-2017-1">Consulting firms, cloud companies, and publishers bought more marketing startups in 2016 than the major ad agencies</a>. A ranking from global consulting firm R3 showed that the big six advertising agencies only made 22% of marketing acquisitions in 2016.4. <a href="http://www.businessinsider.com/uk-advertising-standards-authority-ten-most-complained-ads-of-2016-2017-1">These were the most complained about UK ads of 2016</a>. Price comparison website Moneysupermarket.com had three of the top five most complained about ads. 5. <a href="http://www.businessinsider.com/snapchat-snap-jennifer-park-stout-head-global-public-policy-2017-1">Snapchat hired a high-level State Department official to lead its global public policy</a>. The hiring of the former chief of staff to the Secretary of State comes as Snap Inc. looks to deepen ties to Washington as it prepares for its upcoming IPO. 6. <a href="http://www.businessinsider.com/mark-zuckerberg-explains-facebooks-acquisition-strategy-2017-1">Mark Zuckerberg explains Facebook's secrets for acquiring companies</a>. The secrets to Facebook's acquisition strategy came out of testimony Zuckerberg gave in a lawsuit brought against Oculus, the virtual reality company Facebook acquired in 2014, by video game publisher Zenimax.7. <a href="http://www.businessinsider.com/japanese-ad-agency-dentsu-ends-investigation-into-over-billing-scandal-2017-1">Japan's most powerful ad agency admitted it carried out almost 1,000 improper transactions between 2012 and 2014 - including over-billing its clients</a>. Dentsu's investigation into its Japanese digital advertising unit found the total transactions concerned amounted to ¥114.82 million ($1.01 million).8. <a href="http://www.campaignlive.co.uk/article/unilever-calls-leaders-drive-fight-against-stereotyping/1421284">Unilever has called on leaders at the World Economic Forum's annual meeting in Davos to drive the fight against gender stereotyping</a>. The CPG company conducted a study into gender stereotypes seven months after it launched #Unstereotype, its ambition to get rid of gender stereotypes in ads. 9. <a href="http://www.businessinsider.com/wpp-ceo-sir-martin-sorrell-ces-interview-2017-1">WPP CEO Sir Martin Sorrell spoke to Business Insider about Snapchat becoming the "third force" to Google and Facebook</a>. The British ad group spent $90 million on Snapchat in 2016, far more than it had expected at the start of the year.10. <a href="http://www.businessinsider.com/bleacher-report-cofounder-dave-nemetz-talks-about-inverse-his-new-startup-2017-1">Bleacher Report's cofounder talked about why the men's media category is broken, and the "forgotten art" of getting search traffic</a>. Dave Nemetz's new site Inverse is using Google as a core part of its traffic acquisition strategy as well as returning the focus to its own platform. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/wpp-ceo-sir-martin-sorrell-ces-interview-2017-1">WPP CEO Sir Martin Sorrell on Snapchat becoming the 'third force' to Google and Facebook</a></h3> <div> <div> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="RvMTYwOTE6s1CHtOKcyd4uhbHfP3XE8T" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> </div> </div> </div>

The 10 things in advertising you need to know today

<div class="KonaFilter image-container display-table"><div><div class="image on-image">Neil Hall/Reuters</div></div></div><ul class="summary-list"><li>Marc Pritchard has led many of the ad industry's causes, from cleaning up digital <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> to promoting equality.</li><li>Sustainability is the next frontier in the consumer packaged goods giant's fight, he told Business Insider on Monday at the World Economic Forum in Davos, Switzerland.</li><li>Pritchard also discussed the importance of brands taking a stand on social issues, how direct-to-consumer brands are impacting P&amp;G's business, and how its relationship with ad agencies is changing.</li></ul>DAVOS, Switzerland - As the marketing chief of the world's largest advertiser, Proctor &amp; Gamble's Marc Pritchard has led many of the ad industry's causes, from cleaning up digital advertising to promoting equality.Sustainability is becoming the next frontier in the consumer packaged goods giant's fight, said Pritchard, who spoke to Business Insider on Monday at the World Economic Forum in Davos, Switzerland."What we're trying to be is a force for good and force for growth, which is a perfect fit for the World Economic Forum," Pritchard told BI executive editor Matt Turner. "Companies are realizing that they can have an impact on improving the environment, and improving their quality and growing at the same time. In fact, the two go hand-in-hand."Pritchard also addressed the importance of brands having a point of view on social issues, how direct-to-consumer brands are impacting P&amp;G, and how it's changing how it works with its ad agencies.Here's an edited version of our conversation.Matt Turner: There is almost an expectation from consumers, younger consumers in particular, that the brands that they buy from represent their worldview and have those kinds of goals. How do you see that evolving? Marc Pritchard: Consumers are now telling us they expect more from brands and companies - and it's not optional. There was a recent study that indicated that nine out of 10 consumers feel better about a brand if it supports a social or environmental cause. Half of the consumers are making choices based on shared beliefs. From Gen Z to millennials to boomers, there are increasing expectations that brands take a stand on societal issues. So, it's really becoming part of what people that we serve are expecting and therefore we're building it into everything we do.When it comes to brands and businesses doing good, we need to think about what we do individually, but also collectively. So there are several alliances. For example, in the advertising world, there's the ANA #SeeHer movement, the UN Women Unstereotype Alliance, with a focus on accurate and positive portrayal of women and girls. There's "Free The Bid" to get women behind the camera. There is a #BrandsForGood from sustainable brands to drive sustainable behavior. That is critical, because that not only drives innovation, it also drives industry growth. And that lifts all boats. Turner: But what are the opportunities, and then the overt risks of doing that? Whether it's the Nike Colin Kaepernick campaign or the Gillette campaign more recently, it gets people talking and they often have opposing views. So how do you navigate that? Pritchard: The first thing we tend to do is - since we're the world's largest advertiser and since advertising affects perceptions based on the images and portrayals - is just accurately and positively portray women, girls and men, of all races, sexualities, abilities and cultures, because just accurate portrayals will start to normalize diversity. Then, periodically what we'll do is we'll take a point of view and will express a point of view."Like a Girl" from Always changed the meaning of that phrase to positive; SK-II "Change Destiny" is literally changing norms in certain countries; Ariel's "Share the Load" is getting men and showing men to do household chores like laundry; and <a href="https://www.businessinsider.com/heres-why-gillette-released-made-its-metoo-ad-2019-1">Gillette, which launched last week</a>, was about really promoting positive behaviors and showing a definition of masculinity that is, that is positive and taking positive action.Read More: <a href="https://www.businessinsider.com/heres-why-gillette-released-made-its-metoo-ad-2019-1">Gillette knew that its new #MeToo ad would prompt backlash. Here's why the company still went ahead with it.</a>Not everyone will agree, but what's most important is that it sparks a conversation, because conversations lead to understanding, understanding leads to empathy, empathy leads to attitude change, and attitude change leads to action. Turner: How are your ads themselves evolving? Advertising is becoming entertainment or media in its own right.Pritchard: The younger generation in particular is really looking at ads in a different way. Not as we know them and have known them, they're looking at ads with a point of view: what does this brand stand for, who are the people behind it? What's interesting about "Like a Girl," for example, is that once that ad started running, that brand started growing - and has grown ever since. SK-II has been running in double digits. Ariel and Tide are probably one of our best growing brands. These ads actually turn into purchase intent, which is then sustainable. We're also trying to make our brands sustainable. We want to make it easy for people to be sustainable just by using the brand. So with Tide and Ariel cold wash, you turn the temperature down 30 degrees Celsius because 80% of the laundry machine's energy use is heating the water. So just by using that in washes and cold water, you're being sustainable. Turner: How do you reach consumers today? How has that evolved and will continue to evolve? Pritchard: It's very clear that mass marketing as we know it is being disrupted. And our focus is to lead that disruption by reinventing brand building. Traditional TV continues to decline. Digital is being increasingly blocked. Over-the-top streaming is growing exponentially. E-commerce and direct-to-consumer is growing. What we're doing is reinventing our media, using privacy compliant anonymous consumer IDs to be able to reach people more directly. So we give them ads when they want them, how they want them.We're creating content to a large extent that can go into over-the-top streaming and express a brand's point-of-view, or even sponsor programs in such a way that those are places where it's not an ad at all. And we're taking technology and embedding it into our products. So to a large extent, that becomes the ad or replaces the ad. "Olay Skin Advisor" is a great example. It's got artificial intelligence embedded into it. You take a selfie, it actually links back to a database that can give your skin's age versus your actual age, and then it can give you [recommendations on] products and usage. So that essentially replaces an ad. Turner: Can you share more recent examples, or examples of things coming down the pipeline that we should be aware of? Pritchard: We just did some work with Katie Couric Media, where we created some really short, six-minute news programs that embedded our brands in them: Pantene, Olay and Secret. We're doing some work with Arianna Huffington. We have a partnership with Queen Latifah, where we just hired two black women directors who are creating some content that we're then going to use. Olay has been doing some amazing work where they basically turned some of their ads into a musical on VaynerMedia.And SK-II did something called "Marriage Market Takeover," and in China, and something called "Expiry Date," which is a four-minute film that challenges the conventions that women have an expiration date as to when they need to get married or when they need to have children, and they can change their own destiny. They create this content, people see it, they search, and then they buy. Turner: How has the rise of direct-to-consumer companies play to this? What are you learning from them and how are you implementing the techniques that they seem to be having success with? Pritchard: We want to operate like a startup, but with the knowhow of a 181-year-old company. We have access to 275,000 startups through something we call our "Signal Accelerator Network," which allows us to identify a consumer problem, find a startup and then be able to connect that back [to one of our brands]. That's actually where we found the AI engine for Olay, from Neurologix, a small company. We have also really flipped and changed our innovation approach. We studied Silicon Valley and things like Eric Reese and worked with a company called Bionic that allowed us to go apply lean innovation techniques - basically startup techniques: Founders, three or four people on a team, what's the consumer pain point, minimum viable prototype, move fast, fail fast, pivot quickly.We now have 130 seed-stage experiments going. We just were in CES where we showed some of the output of that. Gillette had heated razor product. That's allowed us to go faster while still having our big performance engine working well. Now we're starting to see some of those things go over into the bigger engine. That's what DTC has inspired us to do.We've also bought some companies. We've acquired <a href="https://markets.businessinsider.com/news/stocks/p-g-acquires-native-natural-deodorant-brand-1008239782">Native deodorant</a>, <a href="https://www.bizjournals.com/cincinnati/news/2018/02/06/p-g-acquires-international-competitor.html">Snowberry skincare from New Zealand</a>, First Aid beauty. So that has helped us not only amplify our business in those areas, but also then learn new things like performance marketing. We think the small can help the big get faster. And we think the big can help the small grow faster. Turner: How has that impacted the mix of how much you have in-house versus working with outside partners? Pritchard: It has really caused us to be discerning about what should we be doing in-house and what should we be doing with partners. When it comes to innovation, we have a vast network of partners, in terms of product innovation, packaging, innovation, brand building innovation, supply chain and retail. Much of the technologies that we have also come from partnerships. But it also affects our agency world, where now with data analytics, we are finding that we can bring a lot of the planning and analytics in-house from a media standpoint in particular, and then still work with agencies where it makes sense. Turner: What do agencies need to do to stay relevant then to clients? Pritchard: Agencies really need to figure out what their value proposition is. So we've talked with all of our agencies about what we're going to take in-house, and here's what you can do most effectively. There's still a lot of work when it comes to scheduling, buying, placement. There's a lot of innovation that they can do in terms of media.Then there's creative. They have the vast network of creative resources that they can tap into. Many of our partners, Publicis, for example, has been very good partner in terms of really figuring that out. They [Publicis] have a system called Marcel where they can basically use machine learning and artificial intelligence to find the best creative for the job. That's the kind of innovation we want to see from them. Turner: What do you think of Amazon as a platform for advertising? Pritchard: The Amazons, Alibabas, JDs are all advertising platforms as well as commerce platforms. First of all, they have search, which allows you to get very connected. We put videos and other products on there. We also work with many of those partners on data, to do propensity-modeling so we can more precisely reach people when and where it matters. All of them are looking at innovations in terms of content. And obviously Amazon has as a lot of over-the-top work they're already doing in video. <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/skipped-breakfast-fasting-diet-nutrition-2018-12">I stopped eating breakfast for 2 weeks and I'm never doing it again</a></h3> <div> </div> </div>

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