Chicks Rule

15 01 2015

There was a brilliant article making the rounds in the creative community last week, on the new advertising industry website called CampaignLive.com, the US version of a UK publication whose corporate parent owns, among other things, PR Week.

YearAheadWomen-20150106050542869The author starts the article with a statement that ripped through social media like a spike heel: “The woman who does not require validation from anyone is the most feared individual on the planet.” Writer Kat Gordon makes a case for 2015 being the year women in advertising use social media as the accelerant to create a better ad world than the one where agencies still refer to “women’s accounts” as “mops and makeup.”

While a lot of what she says is a bit of “inside baseball” to those not specifically in the ad industry, anyone in marketing/communications – whether public relations, advertising, corporate communications, social media, outside agency, in-house marketing, or some combination thereof – should understand that pinkwashing isn’t going to cut it anymore. “Female Empowerment Advertising” is yesterday’s Chromebook. Women now make up 52% of the population, so we are remarkably helpful and creative when it comes to understanding how to approach an overwhelmingly female marketplace. Let’s just say we know whereof we speak. As Gordon says, “I’m talking about calling out everything, ranging from all-male creative departments to wage disparity to things we do mindlessly like STILL have Miss America-types handing out the hardware at award shows.”

So, regardless of your gender, if you are looking to engage the female consumer, you better be thinking like a woman.

Advertisements

Actions

Information

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s




%d bloggers like this: