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The next disruptive market worth $28 trillion? It’s you.

Remember that time you piled your girlfriend in a cab, but she kept you on the phone until she was home safe and sound? Gosh, that was funny! How about when you were super excited to buy your first car, but the suits in the dealership...

Tapping into the ‘modern female market’

"Blind Spots is about assessing your current culture around women and illuminating the places that may need enlightenment. For example: are you gender-literate, do you understand the financial upside of exploring gender or do you “homogenise” gender and therefore miss out on market share opportunity?...

New World, New Consumers: Turning politics into profit

More and more, messages of inclusivity, diversity and empowerment aimed at women are becoming a core part of a brand’s marketing communication. That’s great, except these token messages continue to reinforce business’s biggest blind spot: women are a powerhouse economy that could maximise profits, push...

Shifting our attitudes towards gender is the key to true ‘disruption’

Amongst the sea of creatives brandishing words like 'disruptor' around, there's one simple way to innovate that Australian businesses appear to be missing: shifting their perception of gender. Bec Brideson explains. "I just finished reading (and watching) Mark Ritson’s dissection of digital metrics and what can...

Bec Brideson’s Cannes Diary #4

Bed Brideson, Advisor, Speaker and Author, is sitting on the Cannes Glass Lions jury. Brideson is writing exclusively for Campaign Brief. The default settings in advertising can change the world. Before I leave, my favourite piece of work entered into the Glass Awards proving that understanding and...

Bec Brideson’s Cannes Diary #3

Bed Brideson, Advisor, Speaker and Author, is sitting on the Cannes Glass Lions jury. Brideson is writing exclusively for Campaign Brief. The 90's called - they want their sexism back. You won't find me in the photo that AdAge ran this article with. I was really hoping...

Bec Brideson’s Cannes Diary #2

Bec Brideson, Advisor, Speaker and Author, is representing Australia on the Cannes Glass Lions jury. Brideson, along with most of the other Australian and NZ jurors write exclusively for CB. Not a dick joke or old-lensed cliché of a woman in sight...

Bec Brideson’s Cannes Diary #1

Bec Brideson, Advisor, Speaker and Author, is representing Australia on the Cannes Glass Lions jury. Brideson, along with most of the other Australian and NZ jurors write exclusively for CB. Change has been slow in an industry full of fast people...