Mumbrella360 video: The rise of ‘womenomics’ (and adland’s wake-up call)
In this Mumbrella360 presentation, two Australian experts in advertising discuss how targeting both sexes can pay off for everyone when it comes to ROI and engagement.
Curated by Bec Brideson, marketing-to-women specialist, and presented by Anne Rayner, global head of communications and research at TNS, this seminar provides scientific evidence for why we need to market differently to women.
Anne Rayner analyses ads from around the world – from brands such as Budweiser, Hyundai, Microsoft, McDonald’s and more – to get the lowdown on how our male and female brains respond to creative.
To find out more about this year’s Mumbrella360 event, June 6-8, Hilton Hotel Sydney, click here.
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Very interesting article about targeting women, thanks.
Thinking locally ‘Doug Pitt’ was hugely successful and surely targeted at women or the huge success from ‘The man your man could smell like’ and it’s a hard argument to fault. Targeting kids (as ‘Dumb ways to die’ has proven) may be even more successful.
But I disagree with what Bec Brideson said about how only women can target women successfully.
Case in point.
‘Ryanville’ credits:
CCO: Eric Springer
GCD: Barney Goldberg
CD: Bob Rayburn
AD/CD: Shane Diver
CW/CD: Max Godsil
‘The man your man could smell like’ credits:
Executive Creative Directors: Mark Fitzloff
Creative Directors: Jason Bagley, Eric Baldwin
Copywriters: Eric Kallman, Craig Allen
Art Directors: Craig Allen, Eric Kallman
‘Doug Pitt’ credits:
Executive Creative Director: Steve Coll
Creative Team: Ben Pearce, Jack Nunn, Lucas Jatoba
‘Dumb ways to die’ credits:
Executive Creative Director: John Mescall
Creative Team: John Mescall, Pat Baron
Just to caveat, I agree we should have more women in creative departments, I just disagree that only women can target women as the success of these campaigns has proven.
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Bec is a feminist ideologue, opportunist and Cindy Gallop acolyte (comes complete with swearing). The research is indicative of a superficial and politically correct industry suffering collectively from the Dunning Kruger effect.
“Women are rarely targeted in advertising?” Ha ha ha.
And all of the sudden biological differences are back in vogue? I’m confused, I thought everything was a social construct. Guess science is only a patriarchal means of control when it suits you.
Final words: “Get on it or get out of the way” and a condescending “round of applause for the men”.
Spoken like a true feminist ideologue.
It’s just a shame Mumbrella don’t take a more critical approach to the feminist bandwagon like they do with everything else in our industry.
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For the record, I have never suggested that “women can only target women successfully”.
Some of the best creatives, planners and suits I have ever worked with were men. Men who really understood connection and empathy with women, seeing the problem through an enlightened perspective and working in-depth to escape shallow and stereotyped cliches and portrayals.
I have quoted McKinsey, Catalyst International, and EY research which reported what happens to profitability when there is diversity in the workforce.
But I’ve also pointed out that women’s economic influence and the gender diversity debate are getting confused and should be seen within their own contexts to create progress in the industry which will benefit our clients.
The advertising tools are outdated and there’s a new way to connect and create engagement with the female audience.
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Concerning “women are rarely targeted” the research that reported this was conducted by Assoc Professor Michael “Spike” Cramphorn and full details can be found here: https://www.mrs.org.uk/ijmr_article/article/93709
and here
https://www.researchgate.net/publication/258847141_Gender_effects_in_advertising
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I do not believe that “only women can make ads that target women”.
On the contrary, many men – suits, creatives, directors and planners – I have worked with over the last 25 years have had amazing insight and connection with understanding women. Some men are really enlightened and have a great “female lens”.
Too often though we see the inaccurate cliche, or the old fashioned stereotypes of women, which perpetuates the work that misses the mark – the masculine lens or the “traditionalist” lens. The old advertising tools don’t work with modern women.
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True feminists support other women both at work and perhaps more importantly, in their personal lives too.
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I’ve worked for Bec in recent years, and I was not the only male in her creative department. Never once was I vetted for my feminist credentials, nor asked to conform to any ideal – all that mattered to Bec as CD and agency principal was that I could produce creative for female-skewed and gender-neutral accounts to her and the clients’ satisfaction.
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Bec’s whole point seemed to be an attack on men and frustration at the fact that creative departments aren’t exclusively female; yet she denies that when it comes to the comments.
90% of advertising targets women. That is a statistic I just pulled out of my derriere, but 90% of the briefs I’ve worked on have targeted women, especially in the FMCG, auto and grocery categories.
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