NEW YORK–(BUSINESS WIRE)–Earlier today SeeHer, the Association of National Advertisers’ (ANA) leading movement for gender equality in advertising and media, announced that entrepreneur and TV business superstar Lori Greiner has joined the SeeHer advisory board.
She joins an impressive group that includes former WNBA CEO Lisa Borders; InStyle magazine Editor-In-Chief Laura Brown; award-winning journalist Katie Couric; Academy Award-winning actor and activist Geena Davis; Notre Dame women’s basketball coach Muffet McGraw; storyteller, performer, and social media influencer Busy Philipps; TV personality and NFL Hall of Famer Michael Strahan; actor, producer, and activist Yara Shahidi; and literary agent Jennifer Rudolph Walsh.
“Lori’s extraordinary track record in building brands and her standout success as a business innovator is the very essence of what SeeHer is all about,” says ANA CEO Bob Liodice. “Her experience and perspective will be invaluable to us as we expand our movement into new markets and new areas.”
Greiner has created and marketed more than 700 products and holds 120 U.S. and international patents. She stars in ABC’s four-time Emmy Award-winning and five-time Critic’s Choice Award-winning entrepreneurial business reality TV show Shark Tank. Greiner had her own show on QVC-TV for 18 years called Clever & Unique Creations by Lori Greiner.
A strong role model for women of all ages, Greiner was honored with the Sherry Lansing ‘Woman of the Year’ Award and recognized by the Paley Center for Media as an Important Woman in Television.
“I’m honored and excited to join the SeeHer advisory board,” says Greiner. “Accurately portraying women and girls in advertising is so important and has a profound impact on how women view themselves, each other, and their importance and value in the world. I’m proud to be amongst esteemed colleagues on the SeeHer board and look forward to working with the women and men who continue to elevate our global consciousness with respect to gender equality, positivity, and unity.”
“Every addition to our board augments its expertise, and Lori’s arrival brings us one step closer to achieving our mission,” concludes Christine Manna, president and chief operating officer of the ANA. “We are part of corporate America, so I am delighted that this exceptional, highly accomplished businesswoman has joined the SeeHer leadership.”
Despite strides made in recent years to truthfully portray women and girls in media, unconscious bias persists throughout advertising and entertainment. The average age, race, and body type of women depicted in media today still represents only a small fraction of the female population. The SeeHer movement is the leading global movement for accurate portrayals of women and girls in media. Led by the Association of National Advertisers (ANA), SeeHer is a collective of marketers committed to creating and supporting content that portrays women and girls as they really are. It launched in June 2016 in partnership with The Female Quotient (The FQ).
To help marketers benchmark success, ANA’s SeeHer developed the Gender Equality Measure™ (GEM™), the first research methodology that quantifies gender bias in ads and programming. GEM™ shows that content that portrays females accurately dramatically increases purchase intent and brand reputation, increasing return on investment (ROI) by as much as 30 percent. GEM™ won the 2017 ESOMAR Research Effectiveness Award, and the methodology became the industry standard, which led to a global rollout in 2018. In 2019 the movement began expansion into new verticals including sports (#SeeHerInSports) and music (#SeeHerHearHer.)
Visit SeeHer.com and follow us on Facebook, Instagram and Twitter @SeeHer2020.
ABOUT THE ANA
The ANA’s mission is to drive growth for marketing professionals, for brands and businesses, and for the industry. Growth is foundational for all participants in the ecosystem. The ANA seeks to align those interests by leveraging the 12-point ANA Masters Circle agenda, which has been endorsed and embraced by the ANA Board of Directors and the Global CMO Growth Council. The ANA’s membership consists of more than 1,600 domestic and international companies, including over 1,000 client-side marketers and nonprofit organizations and 600 marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). Collectively, ANA member companies represent 20,000 brands, engage 50,000 industry professionals, and invest more than $400 billion in marketing and advertising annually.