Exploring media equity

Exploring Media Equity: Insights from Ally's Andrea Brimmer

Andrea Brimmer, Ally Financial's Chief Marketing Officer, recently shared insights on Ally's groundbreaking 50/50 pledge to invest equally in men's and women's sports media on the podcast Yeah, That’s Probably an Ad. Brimmer discussed the initiative's origins, including its spontaneous announcement to commemorate the 50th anniversary of Title IX. Despite initial hurdles, such as the scarcity of high-quality women's sports media, Ally worked closely with partners like Disney/ESPN to overcome these challenges. As a result, Ally has seen significant positive impacts on its brand, including record-high sentiment and brand value, with a notable increase in trust among consumers. Brimmer emphasized the importance of supporting brand ambassadors who align with Ally's commitment to equity, even in the face of controversies, such as those in the National Women’s Soccer League. Looking ahead, Ally remains dedicated to driving systemic change in media to ensure that women athletes receive the recognition and opportunities they deserve. Read more about it on Adweek

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