Adshel Asks Leaders If They’re Fatigued Or Flummoxed By The Gender Agenda

Adshel Asks Leaders If They’re Fatigued Or Flummoxed By The Gender Agenda
SHARE
THIS



Brands and agencies need to connect authentically with the new $28 trillion female market while not alienating men, according to a new whitepaper released by Adshel’s head of marketing, Charlotte Valente (pictured above), today.

Research has shown that brands that accurately represent women in their ads generate significantly more awareness, recall and purchase intent than brands that don’t. However, the communications sector still lacks new business models, metrics and development pathways for women.

Adshel ran two roundtable discussions about gender – one in Sydney and one in Melbourne – with industry leaders* from top media groups, brands and agencies, facilitated by gender intelligence expert Bec Brideson.

Participants all agreed that gender diversity is a strategic imperative today if businesses and agencies want to remain sustainable and successful. Homogenous thinking in communications doesn’t work anymore. Diversity in thinking is key.

Just looking at the ratio of men to women is not is not a deep enough metric, according to Brideson, who measures an organisation’s structure, its employees, the retail experience, aesthetic, and both internal and external messaging to quantify key gender indicators (KGIs).

With these deeper insights, successful diversity transformation is far more likely.

Holden’s attempt to transform from a masculine brand to one that is inclusive and diverse was cited as a great case study.

The company started by transforming the customer experience in its dealerships, making them welcoming to women, as 80 per cent of car buying decisions are made by women, but fewer than half would go into a dealership without a partner. The company changed its business model as the first step in repositioning the brand.

Because business was originally set up and run by men, a traditional male lens dominates business today, with unconscious gender bias by both men and women slowing progress towards gender parity and limiting business potential.

Brideson believes that a change in attitude must be led by CEOs and needs to include valuing soft skills such as empathy more highly than aggressiveness in potential leaders.

Segmenting a product by gender opens up the product to other (new) markets, and will often reveal further sub-segments and nuances within the genders.

For example, the successful launch of the AFLW brought in a new, more diverse audience to watch the games, including women, of course, but migrant families as well.

Brideson warns that market research is often viewed through a male lens, so choice of research partner and methodology is key. Having identified the value of female and male customers to a brand, budgets should follow.

To get an even deeper insight into Adshel’s whitepaper, click here.

* Attendees included Publicis MD Sarah Keith; Mindshare’s Clay Gill; Adshel sales and marketing director David Roddick; Holden’s GM of marketing, Natalie Davey; Carat strategist Rebecca Brody; Ikon managing partner Sharon Cookson and strategist Justin Monaghan; Initiative’s head of strategy, Sergio Brodsky, and strategist Hayley Davies; eHarmony MD Nicole McInnes; Burd co-founder and creative director Kimmie Neidhardt; OMD business director Mandie Gilchrist and content strategist Ella Keddie.

3% Conference banner

 

Please login with linkedin to comment

Advertising Standards Bureau Central Station charlotte valente cosmetic advertising

Latest News

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners
  • Campaigns

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners

In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media
  • Advertising

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media

Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy
  • Advertising
  • Campaigns

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy

Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health
  • Marketing
  • Media

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health

Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal
  • Advertising
  • Media

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal

ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]