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.

HOW TO FREE THE BID

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 [...]

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FCB STATS

This month, we’ve received some amazing statistics from our friends at FCB about Free The Bid’s implementation. FCB is one of the agencies that took the pledge to #freethebid early on, and they’ve been seeing overwhelmingly positive results of giving women an equal shot!   “This is a 6 months update for the Free The Bid initiative from a Chicago perspective. 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. We haven’t tracked the numbers in absolute detail beforehand but we looked at the last 24 months and our best [...]

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AIRBNB TAKES THE PLEDGE

Success! Another MAJOR brand has taken the Free The Bid pledge, committing to support women directors! We’re thrilled to announce that Airbnb is now a pledged brand. This means that for every ad campaign, Airbnb has agreed to include at least one female director in the bidding process. This is HUGE! Airbnb’s Global Head of Production, Rachel Holbrook, issued the following statement: “Airbnb pledges to #FreeTheBid At Airbnb, we believe that all people, anywhere in the world, should feel that they can Belong Anywhere. Discrimination stands in the way of belonging, which is why we make it a priority across [...]

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FREE THE BITCH Pt. 2

Second part of 1.4 curator and editor Lyndy Stout’s showcase of recent female directors’ work that she loves… Olya Oleinic  Production Company: Halal Maison The Faux, Chubby Chaiser I like rummaging around Amsterdam-based Halal’s roster because there’re always some hidden gems like this CG film in photographer Olya Oleinic’s portfolio. It’s part of an on-going collaboration with creative studio cum faux fashion house Maison The Faux and is backed by a DJ Tawan track. The Russian-born artist should definitely bring her distinctive eye to more moving image work.  Chiara Grabmayr Production Company: Stink Films Moonjourney Chiara Grabmayr wrote and directed her stunning short [...]

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#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"

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."

Christoph Becker

CEO+CCO Gyro

"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:

Additional financial support
from the following individuals:

Orlando Wood

Peyton Wilson

Ramaa Moseley

Testimonials

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."

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."

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."

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

"To find great female directors, first, you have to look for them. It's that simple. #FreeTheBid reminds us all to open our eyes to the less obvious but perhaps even more brilliant choice."

Mark Waites

Founder & Creative Partner
Mother

"We're in!"

Glenn Cole & John Boiler

CCO + CEO
72andSunny

"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."

#freethebid

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