Advertiser: ANZAgency: TBWA\MelbourneCountry: Australia
Objectives
The Opportunity:
Women represent the largest market opportunity in the world. According to the Business for Social Responsibility in 2011, women “constitute a growth market bigger than those of China and India combined”. [1]
The Societal Context:
Yet despite their growing economic strength, Australian women are still largely under-represented in the finance category. Roy Morgan Research in 2013 [2] identified Australian women held only 43% of banking funds and just 37% of managed investment funds. More disturbing was ASFA’s 2014 estimation [3] that 90% of Australian women have inadequate retirement...