We’re beyond excited to announce that liquor giant Diageo has taken the pledge to #FreeTheBid for women directors! 

With Diageo’s global pledge, all of their ad agencies and content producers around the world will commit to put forward at least one female director as part of any creative bid. By harnessing the combined influence of all its agencies, Diageo hopes to drive greater diversity within the bidding process as well as in the industry more broadly.

Diageo brands include Johnnie Walker, Guinness, Captain Morgan, Buchanan’s, Bailey’s, Smirnoff, Ciroc, and more – all now pledged to give women equal opportunity on all directorial bids!

“As advertisers we have the power to normalise gender equality by what we choose to show in our ads, and who we choose to produce them,” said Diageo Chief Marketing Officer Syl Saller in Diageo’s official statement. “The advertising industry is moving in the right direction to achieving greater gender diversity, but it must move quicker. I’m delighted to pledge to Free the Bid. Our support is consistent with Diageo’s belief that businesses that value diversity perform better. I’m so proud that our Executive and Board are gender balanced, it changes the conversation and sets a tone – making us hungry to see equality at every level of our business and with the partners we work with.” 

“Johnnie Walker, Guinness, Smirnoff and the many other brands under the Diageo umbrella have been leading the advertising world with some of the coolest advertisements out there for decades,” said Free The Bid founder Alma Har’el.
“With Diageo’s pledge, we’re thrilled about the incredible opportunities that will open up for women directors globally. Diageo and their creative agencies are about to discover the most untapped pool of creative talent in the ad industry – women directors.”
Read more press coverage on Diageo’s commitment to our cause below: