- 1. The first UK creative agencyspecialising in communicating
with women
2. Nature: Male and female brains are wireddifferentlyTask
focused left centricHolistic right centric Males score better on
tests of technical Intuition, emotion beyond aptitude than females
the straight facts are more significant They are simply
moreinterested in technical Find shopping fun athings than
womensocial/leisure activity Shopping -men find Take pride in
purchaseshortest distance A to B decisions - are loyal brand
advocates Online -use search toget directly to the page Strive for
self- Women are predominantly improvement They are less likely to
whole-brained theyengage with brands onmake links with both Care
less about howsocial media hemispheres things work more what they
do 3. NURTURE: Girls and boys are socialised tobe different Society
expects different thingsfrom boys and girls Our culture instils its
codes ofbehaviour, language and values Girls internalise this
specialfeminine culture And boys grow up rejecting it as
Considering there are only two genders in thegay, girly or just
plain human world and one of them does most of the shopping, its
stunning how many companiesincomprehensible overlook the psychology
of gender, when we all know men and women look at the world very
differently. Bridget Brennan 4. Different motivations need
differentmarketing strategiesMALEFEMALE Things, facts People,
emotions Jokes, sports Gossip and observations Exaggeration Depth
and truth Anecdotes, soundbites Stories, texture, details Status
enhancement Connection building One-upmanship Relationships
Aspiration Empathy Dark, cool colours Warm, bright colours Reading
Reading into Action Feeling 5. Understanding gender differences
isessential now that women are more powerfulconsumers While almost
all of us will acknowledge and even joke about the gender gap in
our personal lives, whats shocking is how few people have applied
an understanding of gender differences to business. Bridget
Brennan, 2011 6. And that doesnt mean stereotyping ormaking
assumptions Fewer women are getting married More women work and
have a family More women are in control of thefamily budgetIts not
age thats important, but life-stage Women are different from each
other They change according to where theyare in life A 40-year
might have a toddler athome, a child in college or may havenever
married or had children at all What connects with the situation
ofone wont speak to the others 7. As well as having different
motivationsto buy, men and women also shop differentlyMale:
solitary hunter Female: social gatherer 8. Summary Women are the
Number One businessopportunity, they buy lotsa stuff Men and women
see the world verydifferently Men are (still) in control and can
beclueless about women Not enough stuff is communicated ina way
that appeals to women Most stuff for women is, to be frank,pretty
patronising This is not a feminist thing but abusiness/commercial
argument The womens market is not a nichethey have wallets and
power 9. Why you need Madwomen 10. Agencies are run by men who
oftenhave no real desire to understand women1960s2000sThe Mad Men
of yesterday, and today, want to be cool. And understanding the
femalemind isnt considered cool in fact, the opposite is true. 11.
87% of purchase decisions are made bywomen, yet 90% of advertising
is created by men Advertising agencies are run by men 90% of
creative directors are male Creativity is often seen as a male area
Agencies often dont embrace thebehaviour differences and
differentexpectations of women Marketing is masculine its
beendeveloped by and for men and is verygood at getting male
culture Female creatives adapt to male culture Male traits valued
over female somale ideas are often preferred byboth sexes 12.
Remember Mel Gibson inWhat Women Want ?Say family, children,
cooking, driving, periods, home or shaving to a man and hellconjure
up a totally different set of images and experiences than a women.
13. Having a woman on the team is notenough It can be difficult for
those women tosubvert the male norm Women can be reluctant to point
out ordefend gender differences - it remindsthem of their own
difference when theywant equality with men Women work hard to
become part ofthe male-dominant team - the lastthing they want is
to draw attention totheir femaleness Women who harp on about
pleasingwomen can be seen as party poopersor worse, feminists
Female traits such as empathy andcaring are traditionally viewed
asinferior to male 14. Conventional research is not enough Research
is often this is seen throughthe male lens (even if the researcher
isfemale) Using women in research groups andhaving female team
members is notgood enough Gender difference needs specific,focussed
consideration You need to know what youre lookingfor and you need
to actually want to Considering there are only two genders, andlook
for itone of them does most of the shopping, its stunning how many
companies overlook the Our strategy, ideas and executions are
psychology of gender, when we all know menall informed by talking
to your target and women look at the world very
differently.audience Bridget Brennan 15. No wonder advertising
hasnt movedon much1950s 2000s 16. Forget Mad Men meet MadwomenLook
at us as a specialist agencyJust as some agencies specialise in
healthcare, youth or finance we specialise in your marketWomen
talking to womenYou can talk to us about your product and your
market knowing we will understand what you meanIn the US there are
already several agencies specialising in women, and their
businessis booming because clients are starting to catch on to the
dollars that can be made bygetting it right. www.womenkind.net
www.maternalinstinct.com www.kickskirt.com 17. Our unique
communications check toolWeve developed a process to assess
yourbrands female appeal. It enables us to answerthese key
questions: What do we need to do in-store to attractmore women? How
should we position your brand orproduct to maximise appeal
amongstwomen? How do we engage women withoutalienating men? How do
we turn female customers intobrand-loyalists? How do I sell the
idea of what women wantto a male internal audience? What language
and messaging should I beusing to appeal to women? 18. The
Fem-o-meter process1. Analysis of your communications against our
test criteria1. Competitor review set against how well they perform
with women1. Identification of areas for concern and setting of
success criteria1. Analysis of your business structure and barriers
to change1. Market opportunity identification compared to where you
are now1. Target setting and tool kit for quick wins and long-term
goals 19. We understand what women want We are specialists
incommunicating with women It sort of helps that were allwomen
(although being awomen on its own isnt enough) All of us have
significantexperience of working on femalebrands We are well
respected thought-leaders on marketing to women 20. Kate Frearson
Planning DirectorInterbrand Client DirectorKey clients: Nestle
Purina, Qatari Diar and BritishAirways.Dialogue (Ogilvy Group)
Business DirectorResponsible for Duracell, Braun and Mars globaland
national clients. Managed large, complex Background in strategic
projects from brand positioning to communication,campaign
development anddesign and implementation.tactical / retail
activityOrckid Design and Marketing Account European and global
experienceDirector Leads multi-functional teamsOversaw BP Retails
BTL program across its BPand overall agencyUltimate, Wild Bean
Cafe, Nectar and Marks &communicationsSpencer pillar brands.
Developed integratedcommunications across POS, promotions, online,
Delivers holistic campaigns for product and experiential
marketing.blue chip clients. 21. Gail Parminter Creative Director
Dialogue (Ogilvy Group) Creative Head Duracell, Fairy, braun, Mars,
United Biscuits and Gillette Saatchi & Saatchi X Creative Head
Ariel, Pampers, Olay, Wella Experienced in working withGeoff Howe
Marketing Creative Headagency/client teams Hills Pet Nutrition
(Colgate) accountdelivering strategicallysound, creative solutions.
Ogilvy & Mather Creative Head Manages creative Comfort, Dove
and Kimberly Clark: Kotexteams, design and artwork toensure
excellence Bates Dorland Senior Creative Brings in-depth knowledge
of Safeway, Royal Mail, Land Roverhow gender differenceaffects
marketingAwards: D&AD Highly Commended,approaches 22. Thought
leadership Our opinions are often sought by themedia Gail is
speaking at this years Womenof the World conference at theSouthbank
Centre Were running a seminar at this yearsTFM&A conference at
Earls Court Gail is a guest panelist on C4s TheMad Bad Ad Show We
ran a seminar at Vision Bristol2011 23. StrengthsWe generate a
strategies based on realinsights. From this strong platform
wedevelop big ideas that work in all mediato create memorable,
inspiringcampaigns that women will engage with. Strategy and
creative planning Integrated campaigns Press, poster, TV and radio
campaigns Shopper marketing Digital - online advertising,
email,websites Direct mail 24. Case studies 25. The brand and the
productTrusted, reliable, premium, caring Night-time absorbency
nappy extra protection 26. Use pampers and you and your babywill
get a better nights sleep Babies wake up at night because Baby gets
a good night sleeptheir nappies leak the urine getscold and
disturbs them Mum gets a good night sleep Pampers night nappies are
extraabsorbent so the nappy wont leak So they both wake up
rested,happy and ready for the day ahead 27. Creative idea one:
Functional Simple message expresses functional benefit Sleeping
baby backs up message and adds emotional engagement Eye-catching
roundel expresses the same benefit in a slightly different wayto
reinforce the messageBUT this is a left-brained approach 28.
Creative idea two: Emotional Key insight: mums know they bothhave a
happier day if they both get agood nights sleep Showing a happy day
time baby is thebenefit and better than showing asleeping one
Instead of a plain roundel, wedeveloped an emotive do not
disturbsignThis right-brain idea researched betterwith mums, so we
developed it into aTTL campaign 29. Simple enough to work in store
acrossmultiple touch-pointsImage grabs attention STOP Clear Pampers
STOP branding - STOP Message engages - HOLD HOLD CLOSE Interesting,
relevantgraphic device - ENGAGEShelf strips back upmessage
withfunctional benefit -Message offers aCLOSEreason to believeCLOSE
30. 360 Holistic campaign developmentStore Press Communication
Idea: Use Pampers and you and your baby will will get a better
nights sleepOutdoorDirect mail 31. TV commercial 32. Ariel 33.
Communication idea:New Ariel has fragrance release technology for
12 hours of freshnessWe created an eye-catching petal clock
tocombine emotionalengagement with atechnical claim12 hours of
long-lasting freshness 34. The idea was simple to execute acrossall
touch points 35. Ellas Kitchen 36. Brief:To create a mummy-friendly
tone of voice and visualidentity in-store and online 37. Exhibition
stand brought the brandto life 38. Off-line materials continued the
lookand tone of in-store and online campaign 39. Marine
StewardshipCouncil 40. Brief:Create and in-store information point
to help shoppers makeinformed choices about the fish they buyThis
route was not used as it feltPreferred route had more emotional
appeal the heart clinical and quite brutal womenmade from fish
images was effective and became acould not connect with badge for
sustainable fish that shoppers looked out for.the imagery. 41. Find
out how to win the hearts,minds and purses of yourfemale customers,
contactus today:MadwomenWestbourne Studios242 Acklam RoadLondonW10
5JJ0203 369 [email protected]
