March 10, 2020 • 18 mins
We chatted with Kim Azzarelli of Seneca Women and Marc Pritchard who is the Chief Brand Officer of Procter & Gamble about getting more women in the podcast world!
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Speaker 1 (00:03):
What would you talk about on your on your podcast
firms show. We have guests in the in the room
clean this mess up. You know. Over the weekend, of course,
we were celebrating International Women's Day, and uh we were
(00:25):
very active online watching our friends and participating as well.
And I thought we should take it a step further.
As you know, Uh, God, I don't know where to
start Procturing Gamble. Let's start with Procturing Gamble. You know,
Parcturing Gamble in their incredible brands that are under their umbrella,
had been so actively working towards equality for many years.
This is nothing new at Procturing Gamble, but now along
(00:47):
with my Heart and uh Seneca Women Podcast Network, we're
taking this step further bringing more podcasts to our network
under our umbrella. And so here from Procturing Gamble, Chief
Brand Office or Mark Pritchard, Good morning, Mark, Good morning,
Elis and cam Azarelli from Seneco Women Podcast Network, good morning,
thank you for coming in today. Great to be here.
(01:08):
Danielle Gandhi, hello, and I'm your moderator and also uh
from our decision and for all podcasts at I Heart Media.
Conald Burne is here. Hi, Connell, Hey, how are you
guys right, cond I'm gonna start with you. Even though
Partur and Gamble our friends are are Blue ribbon guests
today as far as our huge, massive podcast network goes,
(01:32):
why do you feel this is one of the most
important editions and merging uh situations that we've had in
a long time. So, the iHeart Podcast Network is is
the biggest commercial podcast network in the United States. And
what that means in just plane speak is we have
about two hundred million downloads a month across hundreds of podcasts.
(01:54):
What we're trying to do better in podcasting and get
right out of the gate is more, more female voices,
better representation. It's a new medium. We have a chance
to set the rules of the road right right out
of the gate. And so we were looking for a
really good partner to launch into that with and and
make sure we do it right. And Uh Seneca Women
(02:16):
led by Kim is trying to do that. They want
to launch five t fift podcasts across the next few
years to represent women's voices, women's stories, backed by Mark
and Procter and Gamble. So it made a ton of
sense for us to jump in and try to support
that I love that. Ever since we started this, this conversation,
it's all been guys. So I'm gonna end that right now.
(02:39):
Let's go to Let's go to you kim uh Seneca
Women Podcast Network before teaming up with Procter and Gamble
in my Heart, what else are you? You guys up to?
SENEC Women's all about kind of amplifying the voices of
women around the world. So we've been doing this for years, frankly,
UM a lot of live events. We wrote a book
called Fast Forward How Women Can Achieve Power and Purpose.
But we've really been about trying to get the stories
(03:00):
of women out there. Uh. And we started getting into
audio a couple of years back. We were we have
an app called the Senate Women App and it has
all different types of content around women, um that we
feel has been maybe underrepresented. And so when we got
into audio, we started a show called Conversations on Power
and Purpose And the purpose of the show was really
to tell the stories of incredible women who you may know,
like Tory Birch and Katie Kirk and but also when
(03:23):
you don't know that you haven't heard of um uh.
And so we did that and then we realized Wow.
When we did the research, we saw that only of
podcast hosts or women, and we thought, no, no, no,
this medium cannot go the same way that every media
has gone for the past hundred and fifty years. Uh.
So we still have a lot of catch up work
to do in media generally with only you know, ten
percent of film directors being women with uh, we had
(03:46):
we know that like you know, only frankly of gms
of radio stations or women. But the podcasting, which has
kind of just come on the scene the last ten
fifteen years, we can't let this go the same direction.
So we thought, no, this is a great medium for
for women. It's a great way to share women's voices.
And so we thought, let's promote and basically produced as
many great women as we can in this next couple
(04:06):
of years. What are some of the shows that you
already have on there, like some of the podcasts we
can get right now? Well, right now today, we're featuring
Katie Kirk this morning, Um, we're featuring Arian Huffington's, We're
featuring Tory Birch. Last week we did something great on
Justice Santra day O'Connor. Um, we have, uh, the women
who's ahead of you and women who's really amazing. We
have the first President of Ireland who was a woman,
(04:27):
Mary Robinson. I mean it's a real range of women's voices.
We also have men's voices because we think it's really
important to showcase men and women who are using their
power for purpose. That's the first major theme of our podcast,
and so you'll see men on there who are making
a huge difference. So it's really not just about a
women's issue. We think that women's issues are everyone's issues.
It's about getting positive content out there and making sure
(04:48):
that women's voices are heard. So when an opportunity arises
to merge with a powerhouse like Procter and Gamble, knowing
what their messaging has been for several years now, uh,
that must be amazing, is it? Okay? If you you
and and Mark discussed about how you guys decided this
just makes all the sense in the world. Well, it
was a no brainer. We've been working with with Kim
(05:10):
and Seneca Women for some time now, and P and
G has been working on really using our voice and
advertising and media as a force for good. By first
the accurate portrayal and authentic portrayal of women and girls
in all advertising and media, and second taking stands like
things like always like a girl. That literally changed the
meaning of the world of the phrase like a girl.
(05:31):
People thought it was a positive expression before we did
like a girl. Of people now think it's a positive expression.
That's the power that advertising can have. So we've been
working with Kim. Kim said, hey, I got this idea
for a podcast network, and literally with Alison Tuman, who's
also here, within about three seconds, we said it was
(05:51):
such a perfect combination of us bringing together. Kim has
amazing connections with so many people throughout government, NGOs, corporations
and other places, and then we have then connections to
the media and advertising world and with our brand. So
bringing our stories together was the perfect connection. So you
(06:12):
guys have to be getting bombarded with people wanting to
be part of this, right, How are you picking through
all the content to figure out what's going to go on?
I mean, we're really trying to tell stories that haven't
been told before and women who might not get that opportunity.
So there's a lot of women who um really have
great things to say, but they haven't had the chance
to express and they don't have a medium. It's not
that easy actually, as you know, to get on air UM.
(06:33):
And so we're looking for stories that haven't been told before. UM,
his history that hasn't been told before. Practical. Our whole
network is about practical, positive, purpose driven work. So we
want things that are actionable ways that we can kind
of learn from each other. And so we're looking for
women who are interested in that. Why is it still
a challenge? I mean, what year is this? That's a
(06:55):
very interesting point that you bring up. What year is this?
So this is the year of This is a hundred
and of three of suffrage in this country, which is,
as you know, the right to vote for women. So
women gained the right to vote only a hundred years ago,
which maybe seems like a long time, but there's so
many things that women have not had access to even
in recent years. And so the fact that we were
talking Mark and I were talking earlier. For example, in
media in particular, uh, Gina Davis, who has this incredible
(07:18):
institute UM around women in media, tells us that in
crowd scenes in movies, there are only seventeen percent of
women soft of the population, but in the crowd scenes,
only seventeen percent of crowds or women, so we might
be conditioned to think that seventeen percent is representation. So
everywhere you go around the world you see that we're stuck.
We're stuck somewhere between seventeen and now it's catching up.
(07:40):
I would say to in leadership, it doesn't matter where
you look, if it's business, if it's government, wherever you look,
it's about. So it is an epidemic, I would say, um.
But I think the people like Mark and P and G.
What is so incredible about this partnership and now with
my heart is that we have the chance to influence
culture and the way people think about these issues. I mean,
(08:02):
like a girl, literally change the meaning of like a
girl from being negative to being positive. Sodia, don't you
throw like a girl? You know? And now thankfully it's
not like that anymore. And you know, in advertising, in
media and radio and all media have an impact on
popular culture. They have an impact on how people see themselves,
on how they see the world, which is why we
(08:23):
have to peel back and shine the light on the
situation we have and in order to have accuracy and
authenticity and and equality in front of the camera or
in front of the microphone. You've got to have it
behind there, You've got to get So that's why what
we have to do is invest in identify who are
these women owned businesses that we can spend money with.
(08:44):
It's it's astounding that after all this time, only ten
point six percent of films are directed by women. It's
astounding that the podcast network only of women who are
behind the microphone. We should change that. And that's one
of the reasons why partnerships between companies like PNGNG and
Seneca Women pod Guests are so important. I have to
just add to that one one piece of this. I mean,
(09:05):
the idea that an advertising entity at this size and
magnitude wants to actually make making women's narratives of priority
is a very big deal. I mean, that is a
newsworthy thing. This has not been the case because we
know for a very long time advertising has not put
women's perspectives as the front and center. And I think
what we've seen the last several years, and I have
to say it's a lot has a lot to do
(09:26):
with Mark Pritchard sitting here. You know, this intentional use
of advertising dollars to shift the narrative around women and
girls is I think something that's frankly revolutionary in the
most positive way. And I think again, it's this accurate portrayal.
We're not trying to tip the balance in any weird way.
We're just saying, this is what the world is, this
is what the world looks like. Women have a perspective.
Sometimes it's better, zone times it's worse. But we need
(09:47):
to have everybody at at the table and at the mike.
Frankly so in coortune for you, Mark, as far as
Procter and Gamble, as far as P, P and G goes.
Is there a way This is the shallow question. I
just want to ask you, because it is going somewhere.
Is there a way to act? Will you make a
connection between the P and G stands and actual profits?
Do you see the company thriving because of this? Absolutely?
(10:08):
In fact, business can and should be the greatest force
for good in the future, But what it also has
to do is connected to growth. Because if it's a
force for good only it's a philanthropy and that's nice,
but it's not enough. If it's a force for good
and a force for growth, it's a sustainable business model.
So what we've chosen to do is build in equality
(10:28):
and build in diversity and inclusion into all the work
that we do. So it starts with what I just described,
the accurate portrayal of all humanity. Accuracy just helps people
see themselves. And we've actually got evidence from the hashtag
seeker movement that is studied over a hundred thousand ADS
that indicates that if you have an accurate portrayal of
women and girls and advertising, it has a ten percent
(10:49):
increase in trust ratings, which kind of stands the test
of reason because you very much you see yourself, you
trust them better. And then it has an impact on
sales as well. Our business is always which is done
like a girl and and period poverty right now, Alla,
which has done make space for women to face anything,
s K two change destiny. All these secret all straight,
(11:11):
no sweat, all about equality. All of these brands who
take not only do the accurate and authentic portion, they
also take stands. They're all growing. So there is an
absolute correlation. In fact, I would say one leads to
the other when you do it well, and they're sharman
enjoy the go. Everyone now is clean and I can't
(11:32):
find but but I mean about secret I just want
to take Secret as an example. So, uh, last year
for pay equality, Secret took this incredible stand on girls soccer, right,
we know that, and and Secret actually topped it off
so that they could make equal pay into the men's
soccer league. That to me is unbelievable. You can't imagine
(11:53):
ten years ago brands taking such a stand for women
the way they are today. So I think, you know,
we're under I think stating the leadership role that PNG
has because you see a lot of other companies trying
to do the same thing, and that's really exciting. Well,
this is what what's so exciting. It doesn't matter the
size of your business, small, medium or behemoth like I
mean you you hear how PG is actually seeing results
(12:16):
from doing the right thing. So that should be able
to be applied to any and every business. I think
that's that's really cool. Any business and every business can
do it. And when you know, there's actually several businesses
that are out there making making the same kinds of
of work. But what we're hoping to do is to
have Cynic Woman Podcast Network really shine a light on
all the brilliant work that's going on, so more and
more do it because imagine if everybody did this. Imagine
(12:38):
the impact if every single company had the accurate portrayal
shined a light on equality, we would have a big
see change in terms of how women equality and inclusion
are happening. I always get the same example because it
always comes to my mind in every conversation. But Justice O'Connor,
who was the first woman on the Supreme Court, as
you know, when the there was that whole period of
(12:59):
the Arab Spring um many years ago where women were
basically um encouraging this revolution really and she had said,
if women weren't there to to draft the constitution, you
lose another hundred years. So women in decision making parents
at that moment. I always think of that when I
think of this moment in media. If women are not
behind the mic as we see here they are, um,
you know, we have this chance to make this medium
(13:22):
go the same direction as every other medium. And that's
that's years and years of progress loss. So this moment
with my heart, um with with P and G and Mark,
I think this is a really important moment for women.
And in the year of which is this historical year,
we feel that we have the chance to kind of
course correct, what's been happening. And this new new medium
of podcasting is so powerful and radio is so exciting
(13:43):
that it's so great to see to see you guys
here behind the mic. So I really appreciate what you're
doing all this. You're sorry, It really is that that
And it's such an important point. If every company and
every every partnership that you had, if you thought about
and looked around the room, said do we have a
quality here? Do we true truly have gender and intersectional
quality in this room? If we did, then business and
(14:04):
everything would be a lot better. That's why we love
the High Heart Partnership Seneca Women is such a great
partnership companies. When you think about that, intentionally, we can
make the difference. Back to the point is why are
we in and we're still not there? It's we have
to make it intentional to make a difference. Well, they
kick my s every day, keep going, thank god. Anyway,
(14:27):
as far as far as our podcasts go, Connell, of course,
from I Heeart Media and our podcast department, I mean,
what do you have on the horizon that you that
you can talk about. I think, first of all, about
about two or three weeks ago, we made a pledge
that of all the new production that we create period
(14:48):
in the next year, half of it will be from
women for women by women. Um what really candidly impressed
us with Kim and Seneca Women with with Mark's Back
was just how driven and intentional the plan was. It
wasn't so much we should make some podcasts by women
and four women. It was it was a multi year plan.
(15:09):
It was like, we have five or six shows that
we've developed and want a green light and go on.
We want to make five or six more in year one.
It was a pretty robust, very intentional, driven plan, and
that's how we work at iHeart. So that resonated with
us and we wanted to jump in. You know, Listen, selfishly,
I like podcasts. I'm a podcast super fan. This all
just makes for better content too. You don't want to
(15:31):
have half of your creative base absent if you can
help it. And so I think that's selfishly what I
want to do, just for listeners and audiences. But I
just keep going back to this point of if you
have a chance, it's not that often that a new
medium actually comes along and takes hold. You think about it.
More mediums come and go then actually stick around and
(15:54):
become a permanent new way that people listen to content.
And it looks like podcasting is going to do that,
be a true permanent mass reach medium. We have about
another few years here to set those rules right, and
so I think I can't think of better partners to
do that with than Marker Kim to say, look, let's
make it so we don't have to come back a
hundred years from now to say, oh, yeah, let's let's
(16:16):
invite in the other half of the creative pool. I
think we can do that right now. Hey Kim uh.
Now that Procter and Gamble has stepped up to the
plate and they and they have been for several years.
But now with you personally and with Cyeneco Women Podcast Network,
do you see other corporations starting to go h okay,
I do, I do. I mean, there's so many. I've
(16:37):
been working at this for a very long time. I'm
a Farmer Avon person. I used to be at Avon,
and so I always believed in the power of a
company that could put women at the center of its strategy.
What's different now is that companies that did not focus
on women traditionally or didn't see themselves as traditionally women's companies,
all industries understand the power of the women consumer. Now,
so I amazing story from Anne Moore who used to
(16:58):
be the d of time Ink when she wanted to
when she wanted to make people more oriented towards women,
she went to the advertisers on the publisher and they're like,
oh no, no, if you make people a women's magazine,
we're gonna lose all the advertising. They're like, we'll lose
all of auto you know. And she's like, who do
you think is making decisions on cars? Yeah, She's like,
what are you thinking? People? And so she had to
(17:20):
literally put this was many years ago. She had to
put video cameras in the car parking lots to show
when the people were driving off the dealer lot, who
was making the decision? When she had to do that, Yes,
she had to do that. Now let's just say fast forward.
She became the CEO of Time Ink and the other guy,
I don't know what happened to him, but the point
is like she saw something. But it's that you know,
that wasn't so long ago, but even today, ten years ago,
(17:41):
same issue, five years ago, same issue. But today. You
see now financial services companies Auto, I mean, Toyota doing
great things for women. Bank of America amazing. We just
started a center for Women's Entrepreneurship at Cornell. Amazing stuff
going on for for women because of these different big
companies who recognize that women have power. And as Mark
was saying, you can do well and do good um,
(18:03):
and so doing the right thing turns out to be
doing the profitable thing. Oh my god, who would have thought.
So that's very exciting for everybody. And so we're seeing
more and more companies following in Mark Pritchard's shoes. I
mean basically, people do follow up. Mark does um in
this in this sort of CMO world. So I think
the fact that PNG has stepped up to do this,
we will see, I think a sea change in the
way companies think about about their advertising. This is all
(18:24):
great news. So Mark Pritchard, chief rind Officer for Procter
and Gamble, Kim as A. Relly, of course, CEO of
Seneca Women Podcast Network, in a Connell Burn our own
from My Heart podcast, thank you very much very much
for coming in today. That was awesome. Thank you, zulation great,
thank you, thank you
What would you talk about on your on your podcast
firms show. We have guests in the in the room
clean this mess up. You know. Over the weekend, of course,
we were celebrating International Women's Day, and uh we were
(00:25):
very active online watching our friends and participating as well.
And I thought we should take it a step further.
As you know, Uh, God, I don't know where to
start Procturing Gamble. Let's start with Procturing Gamble. You know,
Parcturing Gamble in their incredible brands that are under their umbrella,
had been so actively working towards equality for many years.
This is nothing new at Procturing Gamble, but now along
(00:47):
with my Heart and uh Seneca Women Podcast Network, we're
taking this step further bringing more podcasts to our network
under our umbrella. And so here from Procturing Gamble, Chief
Brand Office or Mark Pritchard, Good morning, Mark, Good morning,
Elis and cam Azarelli from Seneco Women Podcast Network, good morning,
thank you for coming in today. Great to be here.
(01:08):
Danielle Gandhi, hello, and I'm your moderator and also uh
from our decision and for all podcasts at I Heart Media.
Conald Burne is here. Hi, Connell, Hey, how are you
guys right, cond I'm gonna start with you. Even though
Partur and Gamble our friends are are Blue ribbon guests
today as far as our huge, massive podcast network goes,
(01:32):
why do you feel this is one of the most
important editions and merging uh situations that we've had in
a long time. So, the iHeart Podcast Network is is
the biggest commercial podcast network in the United States. And
what that means in just plane speak is we have
about two hundred million downloads a month across hundreds of podcasts.
(01:54):
What we're trying to do better in podcasting and get
right out of the gate is more, more female voices,
better representation. It's a new medium. We have a chance
to set the rules of the road right right out
of the gate. And so we were looking for a
really good partner to launch into that with and and
make sure we do it right. And Uh Seneca Women
(02:16):
led by Kim is trying to do that. They want
to launch five t fift podcasts across the next few
years to represent women's voices, women's stories, backed by Mark
and Procter and Gamble. So it made a ton of
sense for us to jump in and try to support
that I love that. Ever since we started this, this conversation,
it's all been guys. So I'm gonna end that right now.
(02:39):
Let's go to Let's go to you kim uh Seneca
Women Podcast Network before teaming up with Procter and Gamble
in my Heart, what else are you? You guys up to?
SENEC Women's all about kind of amplifying the voices of
women around the world. So we've been doing this for years, frankly,
UM a lot of live events. We wrote a book
called Fast Forward How Women Can Achieve Power and Purpose.
But we've really been about trying to get the stories
(03:00):
of women out there. Uh. And we started getting into
audio a couple of years back. We were we have
an app called the Senate Women App and it has
all different types of content around women, um that we
feel has been maybe underrepresented. And so when we got
into audio, we started a show called Conversations on Power
and Purpose And the purpose of the show was really
to tell the stories of incredible women who you may know,
like Tory Birch and Katie Kirk and but also when
(03:23):
you don't know that you haven't heard of um uh.
And so we did that and then we realized Wow.
When we did the research, we saw that only of
podcast hosts or women, and we thought, no, no, no,
this medium cannot go the same way that every media
has gone for the past hundred and fifty years. Uh.
So we still have a lot of catch up work
to do in media generally with only you know, ten
percent of film directors being women with uh, we had
(03:46):
we know that like you know, only frankly of gms
of radio stations or women. But the podcasting, which has
kind of just come on the scene the last ten
fifteen years, we can't let this go the same direction.
So we thought, no, this is a great medium for
for women. It's a great way to share women's voices.
And so we thought, let's promote and basically produced as
many great women as we can in this next couple
(04:06):
of years. What are some of the shows that you
already have on there, like some of the podcasts we
can get right now? Well, right now today, we're featuring
Katie Kirk this morning, Um, we're featuring Arian Huffington's, We're
featuring Tory Birch. Last week we did something great on
Justice Santra day O'Connor. Um, we have, uh, the women
who's ahead of you and women who's really amazing. We
have the first President of Ireland who was a woman,
(04:27):
Mary Robinson. I mean it's a real range of women's voices.
We also have men's voices because we think it's really
important to showcase men and women who are using their
power for purpose. That's the first major theme of our podcast,
and so you'll see men on there who are making
a huge difference. So it's really not just about a
women's issue. We think that women's issues are everyone's issues.
It's about getting positive content out there and making sure
(04:48):
that women's voices are heard. So when an opportunity arises
to merge with a powerhouse like Procter and Gamble, knowing
what their messaging has been for several years now, uh,
that must be amazing, is it? Okay? If you you
and and Mark discussed about how you guys decided this
just makes all the sense in the world. Well, it
was a no brainer. We've been working with with Kim
(05:10):
and Seneca Women for some time now, and P and
G has been working on really using our voice and
advertising and media as a force for good. By first
the accurate portrayal and authentic portrayal of women and girls
in all advertising and media, and second taking stands like
things like always like a girl. That literally changed the
meaning of the world of the phrase like a girl.
(05:31):
People thought it was a positive expression before we did
like a girl. Of people now think it's a positive expression.
That's the power that advertising can have. So we've been
working with Kim. Kim said, hey, I got this idea
for a podcast network, and literally with Alison Tuman, who's
also here, within about three seconds, we said it was
(05:51):
such a perfect combination of us bringing together. Kim has
amazing connections with so many people throughout government, NGOs, corporations
and other places, and then we have then connections to
the media and advertising world and with our brand. So
bringing our stories together was the perfect connection. So you
(06:12):
guys have to be getting bombarded with people wanting to
be part of this, right, How are you picking through
all the content to figure out what's going to go on?
I mean, we're really trying to tell stories that haven't
been told before and women who might not get that opportunity.
So there's a lot of women who um really have
great things to say, but they haven't had the chance
to express and they don't have a medium. It's not
that easy actually, as you know, to get on air UM.
(06:33):
And so we're looking for stories that haven't been told before. UM,
his history that hasn't been told before. Practical. Our whole
network is about practical, positive, purpose driven work. So we
want things that are actionable ways that we can kind
of learn from each other. And so we're looking for
women who are interested in that. Why is it still
a challenge? I mean, what year is this? That's a
(06:55):
very interesting point that you bring up. What year is this?
So this is the year of This is a hundred
and of three of suffrage in this country, which is,
as you know, the right to vote for women. So
women gained the right to vote only a hundred years ago,
which maybe seems like a long time, but there's so
many things that women have not had access to even
in recent years. And so the fact that we were
talking Mark and I were talking earlier. For example, in
media in particular, uh, Gina Davis, who has this incredible
(07:18):
institute UM around women in media, tells us that in
crowd scenes in movies, there are only seventeen percent of
women soft of the population, but in the crowd scenes,
only seventeen percent of crowds or women, so we might
be conditioned to think that seventeen percent is representation. So
everywhere you go around the world you see that we're stuck.
We're stuck somewhere between seventeen and now it's catching up.
(07:40):
I would say to in leadership, it doesn't matter where
you look, if it's business, if it's government, wherever you look,
it's about. So it is an epidemic, I would say, um.
But I think the people like Mark and P and G.
What is so incredible about this partnership and now with
my heart is that we have the chance to influence
culture and the way people think about these issues. I mean,
(08:02):
like a girl, literally change the meaning of like a
girl from being negative to being positive. Sodia, don't you
throw like a girl? You know? And now thankfully it's
not like that anymore. And you know, in advertising, in
media and radio and all media have an impact on
popular culture. They have an impact on how people see themselves,
on how they see the world, which is why we
(08:23):
have to peel back and shine the light on the
situation we have and in order to have accuracy and
authenticity and and equality in front of the camera or
in front of the microphone. You've got to have it
behind there, You've got to get So that's why what
we have to do is invest in identify who are
these women owned businesses that we can spend money with.
(08:44):
It's it's astounding that after all this time, only ten
point six percent of films are directed by women. It's
astounding that the podcast network only of women who are
behind the microphone. We should change that. And that's one
of the reasons why partnerships between companies like PNGNG and
Seneca Women pod Guests are so important. I have to
just add to that one one piece of this. I mean,
(09:05):
the idea that an advertising entity at this size and
magnitude wants to actually make making women's narratives of priority
is a very big deal. I mean, that is a
newsworthy thing. This has not been the case because we
know for a very long time advertising has not put
women's perspectives as the front and center. And I think
what we've seen the last several years, and I have
to say it's a lot has a lot to do
(09:26):
with Mark Pritchard sitting here. You know, this intentional use
of advertising dollars to shift the narrative around women and
girls is I think something that's frankly revolutionary in the
most positive way. And I think again, it's this accurate portrayal.
We're not trying to tip the balance in any weird way.
We're just saying, this is what the world is, this
is what the world looks like. Women have a perspective.
Sometimes it's better, zone times it's worse. But we need
(09:47):
to have everybody at at the table and at the mike.
Frankly so in coortune for you, Mark, as far as
Procter and Gamble, as far as P, P and G goes.
Is there a way This is the shallow question. I
just want to ask you, because it is going somewhere.
Is there a way to act? Will you make a
connection between the P and G stands and actual profits?
Do you see the company thriving because of this? Absolutely?
(10:08):
In fact, business can and should be the greatest force
for good in the future, But what it also has
to do is connected to growth. Because if it's a
force for good only it's a philanthropy and that's nice,
but it's not enough. If it's a force for good
and a force for growth, it's a sustainable business model.
So what we've chosen to do is build in equality
(10:28):
and build in diversity and inclusion into all the work
that we do. So it starts with what I just described,
the accurate portrayal of all humanity. Accuracy just helps people
see themselves. And we've actually got evidence from the hashtag
seeker movement that is studied over a hundred thousand ADS
that indicates that if you have an accurate portrayal of
women and girls and advertising, it has a ten percent
(10:49):
increase in trust ratings, which kind of stands the test
of reason because you very much you see yourself, you
trust them better. And then it has an impact on
sales as well. Our business is always which is done
like a girl and and period poverty right now, Alla,
which has done make space for women to face anything,
s K two change destiny. All these secret all straight,
(11:11):
no sweat, all about equality. All of these brands who
take not only do the accurate and authentic portion, they
also take stands. They're all growing. So there is an
absolute correlation. In fact, I would say one leads to
the other when you do it well, and they're sharman
enjoy the go. Everyone now is clean and I can't
(11:32):
find but but I mean about secret I just want
to take Secret as an example. So, uh, last year
for pay equality, Secret took this incredible stand on girls soccer, right,
we know that, and and Secret actually topped it off
so that they could make equal pay into the men's
soccer league. That to me is unbelievable. You can't imagine
(11:53):
ten years ago brands taking such a stand for women
the way they are today. So I think, you know,
we're under I think stating the leadership role that PNG
has because you see a lot of other companies trying
to do the same thing, and that's really exciting. Well,
this is what what's so exciting. It doesn't matter the
size of your business, small, medium or behemoth like I
mean you you hear how PG is actually seeing results
(12:16):
from doing the right thing. So that should be able
to be applied to any and every business. I think
that's that's really cool. Any business and every business can
do it. And when you know, there's actually several businesses
that are out there making making the same kinds of
of work. But what we're hoping to do is to
have Cynic Woman Podcast Network really shine a light on
all the brilliant work that's going on, so more and
more do it because imagine if everybody did this. Imagine
(12:38):
the impact if every single company had the accurate portrayal
shined a light on equality, we would have a big
see change in terms of how women equality and inclusion
are happening. I always get the same example because it
always comes to my mind in every conversation. But Justice O'Connor,
who was the first woman on the Supreme Court, as
you know, when the there was that whole period of
(12:59):
the Arab Spring um many years ago where women were
basically um encouraging this revolution really and she had said,
if women weren't there to to draft the constitution, you
lose another hundred years. So women in decision making parents
at that moment. I always think of that when I
think of this moment in media. If women are not
behind the mic as we see here they are, um,
you know, we have this chance to make this medium
(13:22):
go the same direction as every other medium. And that's
that's years and years of progress loss. So this moment
with my heart, um with with P and G and Mark,
I think this is a really important moment for women.
And in the year of which is this historical year,
we feel that we have the chance to kind of
course correct, what's been happening. And this new new medium
of podcasting is so powerful and radio is so exciting
(13:43):
that it's so great to see to see you guys
here behind the mic. So I really appreciate what you're
doing all this. You're sorry, It really is that that
And it's such an important point. If every company and
every every partnership that you had, if you thought about
and looked around the room, said do we have a
quality here? Do we true truly have gender and intersectional
quality in this room? If we did, then business and
(14:04):
everything would be a lot better. That's why we love
the High Heart Partnership Seneca Women is such a great
partnership companies. When you think about that, intentionally, we can
make the difference. Back to the point is why are
we in and we're still not there? It's we have
to make it intentional to make a difference. Well, they
kick my s every day, keep going, thank god. Anyway,
(14:27):
as far as far as our podcasts go, Connell, of course,
from I Heeart Media and our podcast department, I mean,
what do you have on the horizon that you that
you can talk about. I think, first of all, about
about two or three weeks ago, we made a pledge
that of all the new production that we create period
(14:48):
in the next year, half of it will be from
women for women by women. Um what really candidly impressed
us with Kim and Seneca Women with with Mark's Back
was just how driven and intentional the plan was. It
wasn't so much we should make some podcasts by women
and four women. It was it was a multi year plan.
(15:09):
It was like, we have five or six shows that
we've developed and want a green light and go on.
We want to make five or six more in year one.
It was a pretty robust, very intentional, driven plan, and
that's how we work at iHeart. So that resonated with
us and we wanted to jump in. You know, Listen, selfishly,
I like podcasts. I'm a podcast super fan. This all
just makes for better content too. You don't want to
(15:31):
have half of your creative base absent if you can
help it. And so I think that's selfishly what I
want to do, just for listeners and audiences. But I
just keep going back to this point of if you
have a chance, it's not that often that a new
medium actually comes along and takes hold. You think about it.
More mediums come and go then actually stick around and
(15:54):
become a permanent new way that people listen to content.
And it looks like podcasting is going to do that,
be a true permanent mass reach medium. We have about
another few years here to set those rules right, and
so I think I can't think of better partners to
do that with than Marker Kim to say, look, let's
make it so we don't have to come back a
hundred years from now to say, oh, yeah, let's let's
(16:16):
invite in the other half of the creative pool. I
think we can do that right now. Hey Kim uh.
Now that Procter and Gamble has stepped up to the
plate and they and they have been for several years.
But now with you personally and with Cyeneco Women Podcast Network,
do you see other corporations starting to go h okay,
I do, I do. I mean, there's so many. I've
(16:37):
been working at this for a very long time. I'm
a Farmer Avon person. I used to be at Avon,
and so I always believed in the power of a
company that could put women at the center of its strategy.
What's different now is that companies that did not focus
on women traditionally or didn't see themselves as traditionally women's companies,
all industries understand the power of the women consumer. Now,
so I amazing story from Anne Moore who used to
(16:58):
be the d of time Ink when she wanted to
when she wanted to make people more oriented towards women,
she went to the advertisers on the publisher and they're like,
oh no, no, if you make people a women's magazine,
we're gonna lose all the advertising. They're like, we'll lose
all of auto you know. And she's like, who do
you think is making decisions on cars? Yeah, She's like,
what are you thinking? People? And so she had to
(17:20):
literally put this was many years ago. She had to
put video cameras in the car parking lots to show
when the people were driving off the dealer lot, who
was making the decision? When she had to do that, Yes,
she had to do that. Now let's just say fast forward.
She became the CEO of Time Ink and the other guy,
I don't know what happened to him, but the point
is like she saw something. But it's that you know,
that wasn't so long ago, but even today, ten years ago,
(17:41):
same issue, five years ago, same issue. But today. You
see now financial services companies Auto, I mean, Toyota doing
great things for women. Bank of America amazing. We just
started a center for Women's Entrepreneurship at Cornell. Amazing stuff
going on for for women because of these different big
companies who recognize that women have power. And as Mark
was saying, you can do well and do good um,
(18:03):
and so doing the right thing turns out to be
doing the profitable thing. Oh my god, who would have thought.
So that's very exciting for everybody. And so we're seeing
more and more companies following in Mark Pritchard's shoes. I
mean basically, people do follow up. Mark does um in
this in this sort of CMO world. So I think
the fact that PNG has stepped up to do this,
we will see, I think a sea change in the
way companies think about about their advertising. This is all
(18:24):
great news. So Mark Pritchard, chief rind Officer for Procter
and Gamble, Kim as A. Relly, of course, CEO of
Seneca Women Podcast Network, in a Connell Burn our own
from My Heart podcast, thank you very much very much
for coming in today. That was awesome. Thank you, zulation great,
thank you, thank you
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