Adshel Calls On Marketers To Reconsider Audience Stereotypes In New Campaign

Adshel Calls On Marketers To Reconsider Audience Stereotypes In New Campaign
SHARE
THIS



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.

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:

CLICHÉ

NOW

 

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.  

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]