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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

Aldi’s designer collaboration is a sell-out with female consumers

A recent collaboration between Aldi supermarket and high-fashion designer Collette Dinnigan proved that reaching female consumers can work at any price point when you know what women want. And as females reach toward the utopian life they desire, they want an aspirational shopping experience – which

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

Body shaming an issue for weight-loss supplement ads

UK-based brand Protein World has been making waves with women upon the launch of their new controversial ad campaign for weight-loss supplements, according to a recent Marketing Magazine article. Featuring a fit and toned, female model wearing a bikini, the outdoor campaign asks its audience

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Can only female creatives connect with women, emotionally?

Some may believe anyone can write a good ad with the right info, however, Roisin Donnelly, brand director of Procter & Gamble (UK), says the shortage of female creatives and ad women who are mums is causing a serious detriment to advertising geared toward mothers

Is advertising finally diversifying gender roles?

After decades of female stereotyping and sexualisation in advertising, has advertising finally taken on a more flexible interpretation of gender? That’s what a recent TV ad by UK brand, Moneysupermarket.com, is implying, says a recent article. The ad, which features a gyrating businessman in skin-tight shorts,

Ovulation responsible for impulsive buying among women

Any woman who’s ever gone on an impulsive shopping spree should stop blaming herself for a lack of willpower. Believe it or not, it’s actually the fault of her ovulation cycle, according to a study about to be published in the US-based Journal of Consumer

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