The Association of National Advertisers (ANA) has selected a prominent marketing and media executive as the first president of SeeHer, the organization’s movement for gender equality in advertising, marketing, and entertainment.
It’s an individual with stops at L’Oreal and Colgate-Palmolive on her resume.
Taking the ANA in-house role for SeeHer is Nadine Karp McHugh.
The move comes as part of the ANA’s 2020 plan to operationalize the SeeHer movement within its structure “to maximize benefits through the use of its expansive capabilities and resources,” the organization says.
“I am delighted to have Nadine officially on the team,” said ANA CEO Bob Liodice. “A key advocate since our launch, her appointment to this newly created position opens a new chapter in the explosive growth of the SeeHer movement, one of the ANA’s most important initiatives. Under her leadership, SeeHer will tap into all ANA business systems and expand our many partnerships to propel it to the next level.”
Founded in 2016, SeeHer’s mission is to increase accurate portrayals of girls and women in advertising, media, and entertainment, with the original goal to reduce unconscious bias and authentic portrayals by 20% by 2020. The group surpassed that goal in late 2018 and expanded the mission to have 80% of measured media bias-free by 2030.
“I’m excited to join the ANA to lead this important effort and to partner with marketers, agencies, and media companies,” said Karp McHugh. “With its great body of work, SeeHer has proven it drives members’ bottom-line growth, as well as being equally important for our culture. There is an incredible potential to drive widespread change that will benefit everyone.”
The SeeHer movement is grounded in data, the ANA says. Its Gender Equality Measure (GEM) “is the industry’s most influential voice for eliminating unconscious bias and increasing gender equality in advertising, marketing, media, and programming.”
Since its inception, the metric has been used to evaluate more than 110,000 ads in 14 global markets and top Nielsen programming, ANA notes.
Prior to joining L’Oréal, Karp McHugh was VP of global integrated media communications at Colgate-Palmolive. Her agency experience includes Mindshare and Ogilvy, both WPP agencies, where she served as managing director on the Unilever account before being promoted to managing partner and chief client officer.
Karp McHugh is also a co-creator of the first “FanGirls” effort with iHeartRadio, sponsored by L’Oréal Paris, which was created to elevate the voice of women in music and just completed its third successful year.
She was a core member of the Dove Masterbrand team that activated the award-winning “Campaign for Real Beauty” and helped to create one of the first webisode series by moms, for moms, and about moms, called In the Motherhood.
Karp McHugh will report to Liodice.
