“We Can Make A Far Bigger Impact Than What We Actually Think We Can”: Chris Howatson

“We Can Make A Far Bigger Impact Than What We Actually Think We Can”: Chris Howatson
SHARE
THIS



Today’s the day, folks! It’s Changing the Ratio! Here at Belvoir St Theatre, the day has well and truly kicked off  – and our Male Champions of Change panel just hit the stage.

This panel is moderated by CHE Proximity CEO Chris Howatson, who’s talking with Peter Horgan, CEO of Omnicom Media Group Australia and New Zealand, Jason Scott, CEO of Allure Media and Steve Baird, head of customer loyalty marketing at Velocity Frequent Flyer on how we can cultivate the next generation of male champions of change. Because for anything to change, men have to be part of the conversation.

Howatson started by playing an ad from three years ago to demonstrate the suxualisation of women still present in today’s society.

To reiterate, that ad was aired just three years ago.

Following a few gasps and giggles from the crowd, Howatson asked the panellists if it was surprising that a campaign like this one was run so recently.

Scott said absolutely not – then threw the question to the audience, who echoed a similar sentiment. But have things changed a lot since then? Scott said not enough.

“In fact I think it’s possibly getting worse,” he said.

Scott said that the amount of media platforms there are now meant that there was less jurisdiction on what was published and what wasn’t.

Howatson agreed that the industry could do better in this country, before playing a second ad with a less clear message of bias from P&G’s ‘Proud Sponsor of Mums’ campaign.

The ad, although highly awarded at the time, is an excellent example of how unconscious bias drives our everyday desiscions.

“The trouble is, you’re using your own frames of reference,” said Baird.

“So one thing which we’ve done at Velocity is trying to get a diverse [set of] views reviewing marketing creative, which really represents our brand.”

Horgan said that things needed to change from the brief.

“We’re about driving client outcomes, rather than social change, in how we’re briefed. A marketing director would look at us and ask if we said ‘we’ve gone off target here because we feel strongly we need to shake things up here.’

“But we do look for opportunities to venture beyond your traditional audiences. In a programmatic world where we’re all headed, we’ll run off the data.”

“[However], it’s tough for a small group of marketing chiefs to try to take themselves out of their own zone and project into a target audience.”

Baird agreed that unconscious bias needs to be checked throughout the whole process – from the brief to the publishing of content.

“All marketing starts with a brief.

“It’s critical that we find a truth that can go all the way through, but I think what’s critical is from the brief to the creative concepts that we are creating ads that are connecting with the truth but also not alienating any groups  – we just need to get checks and balances in place for that,” he said.

When asked how he tries to avoid unconscious bias in his organisation, Scott said that within Allure Media, there’s a good balance of journalists.

“I think the answer is in [that] half the population is female,” he said.

“It’s very strange that that doesn’t come into play more often.”

Howatson said that both brands have grown and changed their narrative since producing these ads.

“Those brands have made the decision that they’re either no longer going to overtly sexualise women or advance unconscious bias. And I think this is the big thing for our industry.”

“Maybe we can even make a silent pact to ourselves – that in each of our daily jobs that we actually influence daily culture far more than we think we do, and if we just make a desiscion to not let any [unconscious bias] creep into the work, I think we can make a far bigger impact than what we actually think we can.”

CTR sponsor block

 

Please login with linkedin to comment

B&T Changing the Ratio 2018 male champion of change

Latest News

Bangkok Thailand - August 31 2017 Facebook App on iPhone with computer laptop background closeup male hand hold social network on smart device concept.
  • Media
  • Opinion

Young Australians Will Abandon Facebook If It Doesn’t Do More To Combat Hate Speech

In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]

Opinion

by B&T Magazine

B&T Magazine
Baskin-Robbins Australia Awarded For Stranger Things Campaign
  • Media

Baskin-Robbins Australia Awarded For Stranger Things Campaign

A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.

TikTok Turns On Trump (Again)
  • Media

TikTok Turns On Trump (Again)

TikTok has turned on Trump once again. As yet, no one brave enough to speculate it's the work of the Chinese government.

SAN FRANCISCO, CA JULY 1, 2018: Entrance to Adobe San Francisco office location in historic Baker and Hamilton warehouse
  • Media

Convert Digital Awarded Adobe’s Magento Gold Status

Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent
  • Campaigns

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent

Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts.  With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]

UNICEF Set To Launch ClickforCovid Relief Gaming Stream
  • Advertising

UNICEF Set To Launch ClickforCovid Relief Gaming Stream

In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]

Silverbullet Achieves Adobe Audience Manager Specialisation
  • Media

Silverbullet Achieves Adobe Audience Manager Specialisation

Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]

Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Technology

General Mills Partners With Zyper To Build Virtual Superfan Communities

Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]

Facebook Pledges $500,000 To Group Admins Across Australia
  • Technology

Facebook Pledges $500,000 To Group Admins Across Australia

Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]