Top US agency creative director launches new book in Sydney
Tom Jordan, creative director of US-based advertising agency HY Connect launches his new book PurseStrings: New, Proven Ways of Reaching Today’s Female Consumer, co-written by Amanda Stevens, Australia’s leading marketing to women expert. The book will be launched at Pink Salt Restaurant, in Double Bay, Sydney on Wednesday, November 16 from 6:30pm-8:30pm.
The announcement:
Award–Winning International Creative Director Tom Jordan in Australia to lift the lid on the Advertising Industry’s ‘Dirty Little Secret’.
Chairman and Creative Director of leading US-based advertising agency HY Connect, Tom Jordan will be in Australia for the launch of his new book, PurseStrings: New, Proven Ways of Reaching Today’s Female Consumer on Wednesday, November 16.
Co-written with Australia’s leading marketing to women expert Amanda Stevens, PurseStrings lifts the lid on the advertising industry and takes an explosive look at why women make up less than 15% of senior creative positions globally.
“Women make over 80% of consumer purchase decisions, yet 89% of women say that marketers don’t understand them”, says Jordan.
A self-confessed ‘reformed sinner’, Jordan lays bare his award-winning career in the book, complete with tales of alcohol fuelled award ceremonies and his ‘addiction to the podium’.
PurseStrings, co-written with Stevens during her six month stint with Jordan’s agency in Chicago earlier this year to establish its Marketing to Women division, explores why the majority of advertising fails to connect with the consumers making the majority of purchase decisions – and what marketers and executives can do about it.
“The concept of marketing to women is not new, yet we still see major brands making major mis-steps when it comes to understanding modern consumers”, says Jordan. “PurseStrings pulls no punches on the disconnect, which originates firmly in the creative departments of every major advertising agency in the world.”
PurseStrings also reveals some fascinating new research into female online shopping behavior, with some of the highlights being:
* New mums are purchasing adult novelties online at a rate of more than 50% above the average
* 50+ women are the fastest growing segment of online gamblers
* 30-something women are spending more than ever and are the key to the recession-recoveryPurseStrings, while written with an international perspective, includes over 20 Australasian examples and case studies, along with in-depth interviews with leading experts in fields of social media, cause marketing and word of mouth marketing.
The book will be officially launched at Pink Salt Restaurant on Wednesday, November 16 from 6:30pm-8:30pm.
Source: AAP Newswire
