From Starbucks to Sainsbury's: how retailers are making it easy for mums
Brian CarruthersWarc
The idea of just marketing to mums is simplistic. Richard Huntington, chief strategy officer at Saatchi & Saatchi, told a Mumstock audience that he'd received briefs where the client thought it OK to describe the target audience as "mums", with no regard for the multiple segmentations that are possible within that group. They wouldn't think of just writing "marketing to mobile phone owners", he pointed out, so why take that approach to such a diverse group as mothers? After all, Saatchi & Saatchi's own research...