Marc Pritchard already has taken on many of the marketing industry's bête noires – a list including digital measurement, the targeting-versus-reach debate, and the challenge of escaping the content "crap trap".

Speaking at the 2017 Cannes Lions International Festival of Creativity, however, the Chief Brand Officer from Procter & Gamble – the world's biggest advertiser, with an annual budget surpassing $7 billion – turned his gaze to an even greater obstacle: Gender equality in marketing and media.

Marc Pritchard, Chief Brand Officer, Procter & Gamble

This subject, he conceded, has been a hot topic in the recent past. Substantive change, by contrast, has proved much less forthcoming. "One can draw the conclusion that while it's clear that gender equality may have been talked about, the evidence indicates that the talk index is high, but the action and outcome index is low. That needs to change," Pritchard asserted.