Large-scale analysis from Extreme Reach examines DEI in ad creative

Interview with Melinda McLaughlin, CMO at creative logistics firm Extreme Reach, about the company’s large-scale report, based on an analysis of half a billion creative assets of DEI in ad creative.

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Adding diversity into one's ad creative "is not just the right thing to do," says Melinda McLaughlin, CMO at Extreme Reach (ER). "It's good business." Indeed, ads that reflect an audience's likeness have proven to be very effective for many brands, including those owned by P&G, the world's largest advertiser, where Chief Brand Officer Marc Pritchard has been one of the industry's leading proponents of diversity in marketing.

Speaking at the 2022 ANA Multicultural Marketing & Diversity conference, Pritchard made the pointthat 100 percent of the U.S. population's growth over the past 10 years has...

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