Syl Saller 1
Diageo’s Global CMO Syl Saller sent a letter to all its agencies requesting details on the percentage of women in their leadership teams, data on the wage gap and how they plan to deal with gender inequality. “Despite all of our collective efforts as an industry, the pace of substantive change has been too slow in how women are portrayed in content, how qualified women are represented at a senior level in creative development and how women are selected to be creative directors on content,” Saller said in the letter. “We need to make faster progress and the time for action is now.” Saller´s letter was a way of pressuring agencies into cooperating, though as yet Diageo has not established any specific goals or consequences for agencies that fall short of fulfilling its gender diversity expectations. The liquor giant’s advertising agencies include 72andSunny (Smirnoff); Anomaly (Johnnie Walker, Captain Morgan, Crown Royal), AMV BBDO (Guinness), VMLY&R (Baileys), and Carat, which handles media. VMLY&R spoke of the diversity efforts it takes part in, including 3% Certification and Free the Bid, movements pressing for more female ad directors. Diageo has one of the best gender diversity records in the liquor industry. Women make up 40 percent of its executive committee, while 45 percent of its global marketing leaders are women. At the start of 2018 the company joined Free the Bid, vowing to ask its advertising agencies and content producers to include at least one female director in all their creative bids.
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