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Are famous deceased women the new brand ambassador?

The digital juxtaposition of long-departed, iconic women into broadcast and print ads has been practiced for years by brands to reach female audiences – and the trend doesn’t appear to be slowing anytime soon, according to a recent article. In 2011, for example Dior’s J’Adore Dior perfume...

Girls’ Lounge Fosters Camaraderie Among Female Marketers

Are complimentary salon services the secret to empowering female marketers? Shelley Zalis believes so, and other marketing professionals are jumping on-board. Zalis, CEO of US-based research company Ipsos OTX, is the founder of Ipsos Girls’ Lounge, an indulgent hotspot featuring free pampering at major ad...

Should brands diversify their teams to reach women?

Too many car brands are still ignoring the female market, reports a recent Guardian article, despite the fact that women are responsible for 66% of decisions to buy new cars in the UK – that’s 70%, in Australia. Such companies aren’t recognising that women actually...

Agency exercises authenticity to inspire women to work out

Has England’s government agency for grassroots sport found the solution to boosting the number of women who exercise? If anything, Sport England’s new marketing campaign, This Girl Can, is certain to grab the attention of female viewers through one crucial aspect for marketing to women:...

Marketing to women requires digging deeper than demographics

Marketing to women will see a big boom in 2015, but brands should be warned of focusing too heavily on ‘big data’ (or consumer demographics) – the driver of this renewed interest, according to marketing strategy expert, Jenny Darroch, in a recent article. The author of...