FREE THE BID is a 501c3 non-profit initiative advocating on behalf of women directors for equal opportunities to bid on commercial jobs in the global advertising industry.


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 and the NUMBER 1 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 [...]



Tokyo, known for being a city where lines are blurred between what’s virtual and what’s physical, is the perfect setting for Azsa West & Valentine Freeman‘s music video for The Ruby Suns “The Zipper,” a color-drenched celebration of queer identity awakenings. Two Tokyo-dwelling teenagers begin personal explorations into gender expression and sexual fantasy, played out both in person and through their virtual reality avatars. The video is a lovely ode to the power of unspoken desire and individual construction of identity, bolstered by the freedoms afforded by technology. Azsa and Valentine are Cannes-awarded creative directors, artists and collaborators whose partnership [...]



March 8th marked International Women’s Day, celebrating the achievements of women worldwide and amplifying the continued need to push for women’s rights throughout all industries and freedoms within all societies. For us at Free The Bid, every day is International Women’s Day. We’re a global initiative working tirelessly to create real, tangible change for women behind the lens within advertising, entertainment, and media. Free The Bid’s goals go beyond empowerment; we work to ensure that women directors, editors & DoPs have their work discovered & valued, that they get hired, and get paid. Our support of women is a fully [...]



One of the most widely-discussed brand celebrations of International Women’s Day 2018 was McDonald’s turning their arches upside down, changing the “M” of their logo to a “W,” in symbolic homage to the power of women everywhere. “We recognize the extraordinary contribution of women,” the brand’s official statement reads. “From employees and franchisees, to suppliers and community partners, to our customers, we are inspired by your strength and leadership. In the U.S., we’re proud to share that 6 out of 10 restaurant managers are women.” The Lynnewood, CA McDonald’s location where the sign was flipped is run by Patricia Williams, [...]


#FreetheBid is supported by:

Antonio Lucio

Global CMO

"HP takes the pledge to #FREETHEBID globally. We believe the creative process of our ad agencies will be strenghtened and we're excited to implement this pledge globally and give women a voice in advertising to the benefit of everyone, everywhere. We hope to inspire more brands to join us in this pledge and #FREETHEBID"

Carla Hassan


"TOYS"R"US is thrilled to take the pledge to #FREETHEBID. We believe having more women behind the camera is better for creativity and business. We are excited to work with our agency partners and look forward to seeing other companies join us to ensure our industry benefits from this critical initiative."

Lynne Biggar

Global CMO

"Visa is thrilled to take the pledge to #FREETHEBID globally. We want to partner with like-minded agencies who value diversity and inclusion as much as we do and are looking forward to seeing more women at the pitch and behind the camera."

Anastacia Maggioncalda

Head of Production

"At LinkedIn, we strive to create economic opportunity for every member of the global workforce. Diversity of voice and perspective is critical to creating opportunity and transforming the creative voice as a whole. We are proud to join the #FreeTheBid movement to ensure more female voices are heard and that access to opportunity continues to evolve across the industry."

Andrew Robertson

President and CEO, BBDO Worldwide

"We’ve seen firsthand how ‘Free the Bid’ opens up new opportunities for female talent and improves the quality of the work. We’re happy to support it."

Christoph Becker


"This is about supporting some of the most talented directors in the world. Giving them a platform, with #FreetheBid, to shine as they deserve is a logical call to action we believe in 100%, on all fronts."

Fred Raillard & Farid Mokart

Creative CEO, Founders Fred & Farid

"It's great to be "aware" of a problem, but only behaviors drive true change. #FreeTheBid is not a wishful declaration, it's powerful new reflex to hack our change-resistant industry."

We would like to thank the following production companies for their contribution to our website upgrade:

Thanks to the following Editorial Companies for contributing to our site maintenance.

Additional financial support from the following individuals:

Beth George Schulberg, Caitlin Clarke, Claudia Cifuentes, Emi Lofgren, Emilia Ferreira, Emily Anderson, Kelly Mitchell, Malia James, Mariana Cobra, Orlando Wood, Patricia Santana, Peyton Wilson, Ramaa Mosley, Sonja Phillips, Stella Scott

Free The Bid would like to thank NeueHouse for providing us
a creative work environment in which to be inspired.

Alma Har'el

Director, Producer and Cinematographer.
Founder of #FREETHEBID

"I’m starting #FreeTheBid so the ad industry can come together and take an affirmative step towards addressing what stops advertisers from working with women directors. I couldn’t have been an independent filmmaker and make the films I love if I didn’t make a living directing commercials. I want to make sure other women filmmakers have the same chance to sustain themselves while being creative and shaping the way women are represented in advertising. We have to start the change right now in the only practical and effective way – Let women be heard."

Spike Jonze

Film director, film producer, screenwriter
and co-president of Viceland

"I find Free the Bid so inspiring. It seems like a no brainer. Of course we should be getting more women filmmakers to bid on jobs! As with all great ideas, its such a simple one and the end result is going to be getting more diverse voices into the conversation and therefore more diverse voices into the work which makes the work better."

Cindy Gallop

Advertising consultant, founder and former chair of the US branch of advertising firm Bartle Bogle Hegarty, and founder of the IfWeRanTheWorld and MakeLoveNotPorn companies.

"I am absolutely thrilled with this initiative and could not support it more.It appalls me how much our industry, clients and brands are missing out on a huge, untapped, completely wasted pool of female directorial talent, not to mention female talent across all stages of production. A huge amount of money (from creating more brand success for our predominantly female-targeting clients) and awards (for truly innovative, disruptive work) are being left on the table. END THAT NOW and pledge #FreeTheBid."

PJ Pereira

CCO & Co-founder
Pereira & O'Dell

"A simple idea that would force the entire ecosystem to consider women directors."

Susan Credle

Global CCO
FCB Global

"We’ve included a female director for consideration in 95% of our production bids. A female director was awarded the job on 30% of the projects. Before the initiative roughly 40% of all bids included a female director, now we are at 95%. Before the initiative roughly 10% of all bids resulted in a female director, now we are at 30%."

Kate Hildebrant

VP/Director of
Content Production

"Free the Bid’s work to raise awareness and transparency of the issue has motivated us to help change the stats. For us, it is not about filling a quota by giving opportunity to female directors regardless of talent, it is about the extra push to discover the best female directors in the industry.

Since CP+B pledged to Free The Bid, we have increased the amount of jobs directed by female talent by 400%. Of our jobs that required triple bidding, 20% were awarded to women."

Glenn Cole & John Boiler


"We can all agree on the importance of diversity, but it comes down to access and opportunity. Free The Bid fosters both, prioritizing action over talk. It also points to a future where our daughters have the same access and opportunity we had. Hell yes to that."

Maria Smith

Executive Creative Director
M&C Saatchi LA

"It's all too easy to see the disparity in our industry. So championing an initiative like Free the Bid was a no brainer. It's a simple and smart way that we can all affect a sea of change."

Sumer Friedrichs

SVP Director of Integrated Production, GTB US

"Free the Bid goes deeper than giving a voice to the female directors. It's a front to giving women a voice in the industry as a whole. As a production lead and female, I feel in a position to be heard, respected and recognized as a creative partner to my fellow comrades. The aim to integrate talented women into our bidding/project process has been highly received by everyone."


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