The whole corporate world needs to fix its diversity issue – because it’s the right thing to do, but also because it’s a good idea for business. If creativity can be described as “thinking outside the box,” then it would seem obvious that diversity would only increase creativity. Embracing multiple genders, races, sexual orientations… all of these are important because they help to make companies and brands more creative, empathetic and representative of their customers and of society at large.

The Problem

    A vicious cycle:
  • At the bidding stage, ad agencies typically present three directors per film/spot.
  • Most women don’t get a chance to build competitive reels after years of gender bias
  • Ad agencies end up with 3 male directors bids. Production companies don’t have incentive to sign more women.

The Solution

Ad agencies and brands get one WOMAN DIRECTOR’S bid on EVERY job!


  • Because women are more than half of the world’s population, and half of the creative voices! We can’t afford to miss out on HALF of the creative pool.
  • Women are the number one consumer group and make for 85% of product purchase decisions. We need more nuanced work that speaks to them.
  • Cultural misrepresentations of women are perpetuated by an overabundance of male storytelling. Women directors will organically change the way women are represented in advertising, to the benefit of our mothers, our sisters and our daughters.
  • Giving women a voice in advertising can help female directors across all platforms. Many male directors sustain a regular income through commercials which allows them to pursue and develop long-term feature and TV projects. Women directors don’t have that privilege, and their numbers begin to drop after film school and remain low.

Although this idea doesn’t solve all the much needed aspects of diversity in the workplace, it can make a significant and important impact very quickly – 50% of the world is severely underrepresented in our industry overall. When race factored into the equation, the numbers just get worse. If half the agencies in the country start to request women directors, the market will have to adjust, and then we will have a much more varied perspective behind the cameras.

If you’re taking the pledge please see this as an opportunity to diversify your bids in other ways too. FREE THE BID believes in the importance of the perspectives of people of color, members of the LGBTQI community, and any population under-represented in advertising & media.




What am I Pledging?


You’re pledging to ask your ad agencies & content producers for one bid from a woman on every commercial you produce, and to Free The Bid so it includes more diversity whenever possible.



You’re pledging to have a woman director’s option considered, to the best of your ability, when triple-bidding a production for a client. Once the bid is sent, you recommend the best person for the job, man or woman. Your choice, no obligations.

By introducing your clients to women’s treatments, you’ll give women a voice and a valuable chance to present their creative. Many women can’t compete with male directors’ reels after years of gender bias. Taking the pledge will reveal unique creative voices of women whose visions have previously been overlooked. Women are usually only invited to bid on products that are marketed toward women – imagine the possibilities of expanding beyond the stereotypical.

Pledging to Free The Bid is also a commitment to seek out diversity in all other senses, since directors with intersectional perspectives are better able to speak to the audiences of our time. We believe that risk aversion is the death of creativity. Taking the pledge won’t just feel good and expose you to fresh new work, but is also a savvy business decision.



You’re pledging to support women directors and consider signing, mentoring & training more women in order to meet the new demand this initiative will create. You’re also pledging to try and help unsigned women to bid on jobs if they’re approached by ad agencies.

Please let us know if you are open to fostering these opportunities.

Production companies featured on our Who’s In page have generously donated to support the maintenance of our website. Please visit our donation page if you would like to contribute along with taking our pledge.


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