How Westinghouse failed to understand customer segmentation
International Creative Services’ managing director Anne Miles uses customer segmentation to help explain why Westinghouse’s latest campaign hit the wrong note.
I have an ongoing concern that we’re not getting customer segmentation right across the industry.
Just check in with your media agency, creative agency, research agency, sales team, strategy team, your Google analytics and trend data, Facebook and social channel data – I can pretty much guarantee they are all misaligned.
If we continue to believe in the existing data as an indication of customer segmentation, we’ll continue to produce work that is gender-biased, for a start. Check out the current campaign from Westinghouse as an example of one such ad.
I’m glad I went with Bosh.
Anne,
I have to agree.
It’s hard to determine who this ad insults more – mums, or dads?
They just failed to understand advertising
Nice article Anne.
I agree with your POV
Well said. The new advertising campaign for Panadol Children is also gender-biased.
Probably selling product like hotcakes despite what the “experts” say
I see no evidence that these ads don’t work. Is this just someone’s opinion? All hierarchical tools are just reference materials. Nowadays people flip across many levels and do it hourly. I wouldn’t buy into this fixed hypothesis nonsense at all.