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What we can learn from marketing-to-women fails and successes

When it comes to marketing to women, some brands know how to reach the target while others completely miss the mark. Here are two recent examples of a marketing (/M2W) fail and success, and what we can learn from them. M2W fail US-based IBM probably meant

Brands have ‘femvertising wrong’ – here’s what to do about it

Evidence that the old ad agency model is ready to evolve and recognise female audiences was recently unearthed on global level, at the ‘What Women Want: Beyond Feminism in Advertising’. Held by The Drum Network and Southpaw, the London-based panel debate among female ad industry

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

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

Advertising slips back into objectifying women

Is advertising going backward in terms of sexualising women for commercial gain? Ask brand giant Coca-Cola, who recently made waves with their campaign for a premium milk brand called Fairlife, says a recent article. The ads featured naked women ‘dressed’ in splashes of milk, with

Street harassment continuously recycled in TV advertising

Catcalls may seem innocent to some. But a recent viral video showing an NYC woman being hassled by men 100+ times in 10 hours exposed just how disturbing, sexist and violating street harassment can be. The video caught international attention – and such behaviour has

Digital differences with marketing to women vs mums.

There are digital differences between marketing to mums versus women as a whole, yet common misconceptions are still interfering with effective communications among brands, says a recent Media Post article. Here are the misunderstandings and how your brand can work around them. 1. Not all women aged 25-54

Being real with women builds brand loyalty

It’s one thing being able to reach women through marketing, but quite another to keep her coming back to your product. In a recent article, FastCompany spoke to some female brand leaders who’ve kept it ‘real’ with women, and in turn have gained loyal followings. Here

Successful female brands share marketing strategies

A recent FastCompany article asked leaders of successful she-brands to share their secrets to reaching women. Here’s what they recommended:   1. A female staff is important, but not mandatory. Having a staff that speaks the “native language” of the female consumer is invaluable, says Manish Chandra, CEO/founder