The industry has a responsibility to remove any stereotypes from brand marketing and communications according to Julie Bramham, Global Brand Director, Johnnie Walker. As Julie said, "Gender portrayal in advertising is a challenge for many industries and quite a hot topic at the moment. We all have an unconscious bias. At Diageo we have developed an open source framework which we use with all of our agencies to ensure progressive female representation at every stage of the creative development process both in front of and behind the camera. We need the entire industry to get behind this agenda to drive change."