Partnership provides brands with a global view of how people are shown in different environments across all their advertising and consultancy from the leading experts in representation in media

CreativeX, a software company that powers creative decision-making globally for top consumer brands, announced today it has partnered with the Geena Davis Institute on Gender in Media, the only research-based organization working collaboratively within the global entertainment and media industries to create gender balance, foster inclusion and reduce negative stereotyping in family entertainment and media.

In advertising, there is an opportunity for brands to think about representation as including a broad range of people groups in a broad range of environments. However, until now, they have lacked technology to measure their creative at scale and to contextualize that data to start a conversation for meaningful change. This partnership aims to pioneer an industry-wide change by proactively encouraging and supporting brands in their creative decisions for producing more inclusive and representative ad content.

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On the partnership, Geena Davis, Founder and Chair of the Institute said, “Our mission has always been to drive systemic change in order to create a more equitable, diverse and inclusive entertainment and media landscape on screen. We’re very excited to partner with industry leader CreativeX to harness our collective expertise, providing the global advertising community scalable and turnkey solutions to identify, measure and address the diversity, equity and inclusion in their ads.”

CreativeX will support the institute’s mission to spotlight content, creators, and diversity efforts that are shaping the new media landscape. This will be enabled by CreativeX’s proprietary Representation technology. For every brand that uses CreativeX’s Representation product, CreativeX will donate to support the institute’s ongoing research, education, and outreach.

“Brands are paying more and more attention to their creative content, and they have a responsibility to go beyond performance optimization,” said Anastasia Leng, founder and CEO of CreativeX. “There’s a need for more authentic and representative storytelling, and our partnership with the Geena Davis Institute will bridge the gap between the intent many brands have to improve in this area with the ability to finally do so in a measurable and scalable way. By bringing expertise and technology together, we hope that many more people will start to see themselves represented on-screen.”

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