Reborn moves in female-oriented agency Sister in bid to make ads relevant to women
Sydney agency Reborn has struck up a strategic alliance with brand strategy agency Sister as part of a play to make advertising more relevant to women.
Reborn CEO Noel Magnus and Sister founder Jane Waterhouse said the allegiance was aimed at expanding the abilities of both agencies.
Sister specialises in creating products and content for brands wanting to engage with women.
David Easton, Jane Waterhouse and Noel Magnus
Waterhouse is a former lifestyle editor of Woman’s Day magazine, editor and content producer of the Australian Women’s Weekly’s website, marketing manager of the Australian Women’s Weekly, and head of program development and publishing for Weight Watchers. She founded Sister in 2007.
She was also a founder of female-focused website The Hoopla which closed earlier this year and has also been involved with a number of other online publishing ventures.
Waterhouse said she was attracted to the way in which Reborn was developing as an agency.
“Reborn stands out as a group who are not trying to retrofit an old agency model to suit their clients’ needs,” said Waterhouse.
“They are multi-disciplined and dynamic which makes them attractive collaborators for Sister – and the Reborn name says as much about them as it does about the clients who walk through their doors.”
Magnus said the purchasing power of women could not be ignored.
“The power and influence of women in the purchase process is nothing new – but it has grown in recent times. If marketers get it right, the revenue potential for client companies is considerable,” said Magnus.
Reborn and Sister – which is staffed entirely by women – will share premises in Sydney.
“‘I can’t confirm if women came from Venus, but I know they are definitely at Sister – I believe this will be a very productive collaboration,” said Magnus.
Simon Canning
I kinda wish, people would stop making these types of announcement…. Is this whole thing some kind of circlej**k? Where we all pat ourselves on the back for “being progressive”?
Here’s a thought, just go about doing good work and let that speak for itself.
Am I being naive?
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Did she used to work for Droga5?
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Please.
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I can’t seem to find the sister website.
I’m trying to find out what products they have created.
Can anyone help?
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perfect. just in time to balance out the numbers at the Christmas party
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Yes, to correspondent above. It is a circle j**k.
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Dear Noel & Co, As someone who admires success of the independent agency kind, the frequent announcements on the daily machinations of the Reborn business make me ask – what is your measure of success?
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The people at Reborn seem to make a lot of announcements, but no actual work.
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So two small unremarkable companies have done a deal to save money on rent. Hardly headline news. Lets hope its more successful than Hoopla. And by the way where is the outrage regarding them having a grossly unfair entirely female workforce?!
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https://www.youtube.com/watch?v=fGJlrbpFa4k&feature=youtu.be
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See, this is why people get cynical about gender issues.
Have you looked at their client roster? Weight loss, glossy mags and dating. All that’s missing is a lipstick, some “mums are superheroes” content and a sexy knickers brands and we’ve got all women covered everywhere!
Guys, I appreciate that there are nuances to marketing. But last time I checked, those nuances were bigger than sticking a pin in 51% of the population and shouting “I GOTZ BOOBS COVERED!”
Each time I see these kinds of attempts to solve issues like gender imbalance, all I can think of is how white, middle class, able bodied and straight these attempts are.
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From where Im sitting 75% of advertising on television , magazines and commercial radio, at least , are aimed at women.
Arnt they just taking aim at the biggest target market.
Whats so special about that?
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I still wanna meet Bek coz you is breath of the fresh
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Great partnership, Jane was also co-founder of Moon, I look forward to seeing some great work ‘born’ out of this collaboration.
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Oh. Btw, here’s some research y’all may want to consult.
https://www.newscientist.com/article/dn28582-scans-prove-theres-no-such-thing-as-a-male-or-female-brain/
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Jane Waterhouse is one of the smartest brand strategists I have ever worked with. Congrats Jane, I hope the new partnership goes well for everyone.
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Bravo, Jane! A smart move for Reborn. Looking forward to seeing the great work you all create.
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Congrats Reborn on this alliance.
Having had the privilege of working with Jane for some years I know how smart and savvy she is. How hard she works.
I sat in on many adland meetings with Jane and was astonished to see how poorly so many agencies serve female interests. Mention women over 50 and their eyes glazed over.
Jane has had a long career (Group Account Director at The Campaign Palace and DMB&B), and now has extraordinary insights into online women’s publishing.
Wishing the partnership all the best – you’re lucky to have someone like her.
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All the best. They’re an interesting team to work with 🙂
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