“Eight-five per cent of creative departments are made up of men, and as a result of this, advertising campaigns alienate women. Adverts are lazy, clichéd and stereotyped and the creative industry itself doesn’t believe the campaigns it creates for women are any good.”
Just some of the comments made by Jane Cunningham, co-founder of Pretty Little Head, an agency specialising in marketing to women.
Some of the central points made at an IPA (Institute of Practitioners in Advertising)strategy debate as to the role of women in the creative industry were:
• Most award-winning ads contain themes that target or motivate men only. These include game playing, workmanship and competition.
• Creative departments don’t know how to reach women. This is because the majority of them are made up of men. Consequently, they don’t how to talk to women, so they try to scare and undermine them, instead of trying to empathise with them.
• Much of the advertising targeted at women will pit one woman against another, yet women respond best to ads driven by empathy, rather than competition.
The event was sponsored by Times Media.
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Source: Creative Match
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