Adshel Calls On Marketers To Reconsider Audience Stereotypes In New Campaign

Adshel Calls On Marketers To Reconsider Audience Stereotypes In New Campaign

Adshel has taken the challenge to revisit audience stereotypes and is calling for marketers and agencies to do the same through its Upgrade the Cliché bespoke campaign.

B&T Magazine
Posted by B&T Magazine

The campaign highlights the evolution of stereotypes from past to present and is aimed at challenging the assumptions of audience segments today.

Following extensive research into the Occupational Group One (OG1), Modern Grocery Buyer (MGB) and Millennial audience types, it was found that as times changed, these audience segments have also evolved and are represented very differently today:




OG1 – typically older men carrying briefcases working in the CBD

OG1 – young and affluent, tech savvy, working on-the-go


MGB – Mum with kids pushing a trolley for the weekly shop

MGB – diverse demo who are  connected shoppers and regularly ‘top-up’ shop


Millennial – Party-hard, chaotic, slaves to their device

Millennial – independent, driven, active, socially aware, big spenders

Adshel group sales and marketing director David Roddick said: “The strength of the Adshel business is that it has been built around our audiences and not about our assets in market. Our clients look to us to deliver in-depth insight about target audience segments to ensure their advertising campaigns get cut-through and are effective.

“Adshel’s Upgrade the Cliché campaign will give our clients and agencies an opportunity to revisit and refresh their thinking of OG1’s, MGB’s and Millennials.” 

Ken Leverenz, VP of sales, Getty Images said, “We are surrounded by an image-rich culture through social and digital media and as more consumers engage with brands online we’re seeing rising demand for authenticity in imagery. Consumers are demanding brands embrace diversity in their advertising images and we’re thrilled to be involved with spreading this message in Australia with Adshel.”

With these results, Adshel partnered with Getty Images to showcase the changes in stereotypical audiences over time and represent these new-look audience groups visually. It allows users to access and download an upgraded gallery of curated content from Getty Images representing today’s OG1, MGB and Millennial.