Procter & Gamble (P&G), the world’s largest advertiser, advanced its commitment to gender equality through a series of new actions and partnerships announced at the 2018 Cannes Lions Festival of Creativity. P&G has called for an aspiration to achieve 100 percent accurate and positive portrayals of women in advertising and media, supported by equal representation of women and men in the creative supply chain including through the Free The Bid pledge.