Partners Launch Inclusivity Index for Ad Content

In New York, marketing decision-making platform XR Extreme Reach has partnered with gender equality-focused experience and media company The Female Quotient (The FQ) to launch the Representation Index (RX), a metric which quantifies inclusivity in advertising and creative content.

XR, which has offices across North America, Europe, Asia and Australia, appointed former TVSquared President Jo Kinsella as Global President of its storytelling platform SourceXR at the start of this year. Its new partner The FQ offers 'visibility and connections for women and conscious leaders' worldwide - this includes the establishment of an Equality Lounge at key global business conferences including CES, Davos and Cannes Lions.

As of this week the partners say every XR customer 'will have the opportunity to unlock their RX score, setting the foundation for RX to be adopted industry-wide'. RX scores will provide a measure of inclusivity bias, helping brands to produce content which matches their representation goals, while 'driving greater resonance and marketing ROI', according to the firms.

The new metric makes use of AI to provide real-time analysis of assets by key diversity factors such as 'age, gender expression, body type and skin tone', and will soon add 'accessibility' and 'authority'. Scores combining these measures are produced as benchmarks for each industry vertical, brand, campaign and at the asset level, with more than two million campaign assets analyzed so far.

Kinsella (pictured), who is now Global President and COO of XR Extreme Reach, comments: 'XR is committed to creative responsibility and elevating the role creative plays in driving consumer action. Our goal is to give every brand in the world the opportunity to measure inclusivity to better connect and engage with audiences. Through data intelligence, we can maximize creative impact and ensure that representation is measurable, meaningful, and drives audience resonance for all advertisers'.

Shelley Zalis, founder and CEO of The FQ and co-founder of SeeHer and the GEM (Gender Equality Measure), states: 'I know the power of metrics in driving progress. The RX metric offers brands a comprehensive solution to measure what matters to evaluate and improve their representation in creative content. We're thrilled to partner with XR to lead this transformative new industry standard'.

Web sites: www.xr.global/rx and www.thefemalequotient.com .