Procter & Gamble has been at the forefront of driving gender equality in advertising – an imperative that is informed by moral concerns, but also the traditional corporate goal of making money.

And it’s a message that Marc Pritchard, the Cincinnati-based enterprise’s chief brand officer, reaffirmed as he made the rounds at the 2018 Cannes Lions International Festival of Creativity.

“The way we look at things is that we believe our company and our brands can be a force for good and a force for growth,” Pritchard, explained at a session held by The Economist magazine. “And you have to make the case for both. So, the areas that we focus on are things that matter to people and matter to our brands, and [to] our company.”