A new strategic agency called Sister is helping companies to get in touch with their feminine side, offering specialised targeting of women.
Jane Waterhouse is the woman behind the agency which opened in October last year and already has three Pacific Magazine titles as clients.
“83% of all purchases are made or influenced by women, that’s why we have chosen to specialise in this area,” said Waterhouse.
“It’s becoming harder to reach women because they have such busy lives. There are so many touch points you need to include to get the message to them.”
Throughout her 20 year career in advertising and marketing Waterhouse has worked on brands such as Country Road, Diet Coke, ACP women’s magazines and most recently Weight Watcher’s, where she was head of program development for Australasia.
It was during her time at Weight Watcher’s that she developed an interest in gender specific marketing and a more “scientific” approach to the issue.
“Sister is a growth partner for any company that deals with women. The agency comes from a strong strategic platform in reaching women.”
Along with Waterhouse there are two other full time employees, while creative work is done by various freelancers such as Jane Caro and Stephanie Martin, who worked on the new campaign for That’s Life! (see page 3).
Waterhouse said she does not specifically choose female creatives and has used some male creatives.
“You sometimes need the creative approach that men have,” she added.
Along with That’s Life!, Sister has done brand positioning and strategic branding for InStyle Magazine and New Idea and is working on a new product launch for Everdure.
