“If You Don’t Jump On The Lady Bus Your Brand Will Be History!”

Embargoed to 0001 Friday November 27 
Undated file handout photo from 'Dove' of model from their  advertising campaign that used
SHARE
THIS



Nancy Hromin is on the ground at Cannes 2015 and just witnessed Aussie Bec Brideson’s (pictured below) presentation at the Glass Awards which recognise gender neutrality and the positive portrayal of women in advertising and had no Australian agency shortlisted. Here’s Hromin’s view of the event…

Bec Brideson launched Venus Comms back in 2004 when, as one of the three per cent of female creative directors on earth, she saw a great gap in agencies with the ability to ‘get’ women. Fast-forward 10 years and progress has been slow.

Bec_Bridson

The key messages of her Cannes talk included:

  1. Marketing to women is too often confused with sexism.
  2. There are, what she coins, “two buckets”. One bucket is the burning social issues of today – same sex marriage, gun control, refugees, and gender issues such as pay gaps, women on boards and so on. These social issues are important and relevant but should not be confused with the female economy, which is the second bucket.
  3. The female economy is the fastest growing consumer group in the world.
  4. Just like mobile technology (as an example) is a key focus at this festival, so too is the economic opportunity presented by women. And the data is glaringly obvious.

Drawing on her extensive reading and research including Faith Popcorn’s seminal book The 8 truths of marketing to women, Boston Consulting Group’s (BCG’s) research in 2009 and 2014 spanning 40 countries and 12,000 women that found 91 per cent of advertisers don’t understand women or women’s needs. A sobering statistic.

Brideson delivered a blistering and powerful presentation and her speech is peppered with what is clearly her passion and frustration in equal measures.

“Apart from chain saws and beers, I am not actually sure what you fellas are buying,” she said.

Brideson continued to assert that the industry continues to deliver advertising and communication built on an outdated planning model. The reference to sexism being in a separate bucket was woven throughout her impassioned talk and a final plea to “stop confusing sexism with the female economy. Men and Women are different. Not better, not worse. Just different.”

Interestingly, Brideson asserts that other sectors “get it”. Media gets it, Magazines gets it, publishers get it, the advertising industry – you don’t get it.

So why doesn’t Adland “get it”?

Brideson partly attributes segmentation theory (demographics, behavioural, psychologically and attitudinal), which does not include gender. Additionally, generalist-marketing approach is failing to persuade women.

It seems so simple, so why does the industry stare blankly at the data when this is raised? Or morphs feminist social issues with the pure economics? Brideson’s answer – denial.

Just like publishers were in denial about Google, just like the record industry was in denial about music streaming, just like watch manufacturers were in denial about the Apple Watch, so too the advertising industry is in denial about the female economy. And its about to reach tipping point.

So get on that lady bus fellas.

Nancy Hromin is Cannes Lions International Festival of Creativity for B&T and can be reached at nancy@bandt.com.au

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 […]