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 #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...

Why Health Insurers Need to Target Women

For women, it's not about being 'skinny' anymore, it's about being fit. Women take great care of their health these days and this is one of many reasons we're harking back to this important blog of ours. Health Insurers, take note! ~ An article has revealed just how...

Get real, brands – authenticity is what Millennial women want

So, we’re now well aware women are responsible for 85 percent of all household spends, with a total global income surpassing $18 trillion. But did you know that ‘Millennial’ women (18 to 35-year-olds) make up a substantial portion of this purchasing authority? And yet, according to...

How an effective brand story can turn the page with female audiences

Communicating to female consumers through storytelling may be one of the most effective ways for brands to reach her – and if you don’t believe us, just ask science, reports a recent article. Simply put, stories ignite the area of the brain that aids us in...

How female consumers and women-owned businesses can boost the global economy

Female-owned businesses have had a tremendous impact on the global economy – and if supported, have the power to affect an economic turnaround worldwide, according to Scaling Up: Why Women-owned Businesses Can Recharge the Global Economy, a new report by Ernst and Young. As it stands,...

Being transparent builds a connection with female consumers

If there ever was a reminder every brand needs, it’s this – 91 percent of women believe you don’t understand them, as a result of your advertising, according to The Lipstick Economy. Why is this important? Because of these women, 85 percent “make or influence” all...