WHO: Jennifer Pelino, SVP, Media Center of Excellence, IRI
Shelley Zalis, Cofounder, #SeeHer; CEO, The Female Quotient; Creator, The Girls’ Lounge
Christie Crouch, Director of Special K Marketing, Kellogg Company
WHAT: During Advertising Week 2018, IRI’s Jennifer Pelino will present, “Watch #SeeHer Drive Kellogg’s Sales,” alongside the #SeeHer Cofounder and the Kellogg Company. Kellogg is one of several companies participating in the Association of National Advertisers’ (ANA) #SeeHer initiative to eliminate an unconscious bias against women in media and to promote a more accurate portrayal of women working in science, technology, engineering and mathematics (STEM) professions through TV advertising.
IRI has measured the impact of the Kellogg campaign to create the first-ever IRI study linking the depiction of women in advertising to sales results. The presentation will cover the development of gender equality campaigns, the methodology behind measuring brand impact, the halo effect of gender equal programming and next steps brand marketers should take to achieve gender equality in their advertising.
WHY: Women are industry influencers for both the messages produced and the buying power they command. Study results amplify the pressure on marketers to join the growing #SeeHer movement by uncovering newfound financial incentives associated with higher Gender Equality Measure (GEM™) scores. Through the course of IRI’s study, Kellogg’s media team used GEM™ to design campaigns that outperformed IRI’s CPG Food Category Sales Lift averages by more than 200 percent. This groundbreaking initiative will show the impact of marketing efforts to more effectively speak to women, which in turn improve the bottom line and lead to a greater equality in our society.
WHEN: Tuesday, October 2, 2018; 11:00 a.m.–11:40 a.m. EDT
WHERE: Advertising Week New York
Univision Stage — AMC Loews Lincoln Square
New York, NY 10023
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care organizations, retailers and media companies to grow their businesses. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand, cloud-based technology platform, IRI helps to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver market-leading growth. A confluence of major external events — a revolution in consumer buying, big data coming into its own, advanced analytics and automated consumer activation — is leading to a seismic shift in drivers of success in all industries. Ensure your business can leverage data at www.iriworldwide.com.
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