Isabela Aggiunti, Caio Daier and Maria Julia Rayeb, ESOMAR, Latin America, 2018
Focuses on women's representation in advertising in Brazil, from a business measurement perspective, and looks into how it can impact advertising performance, as well as providing solutions to making advertising more inclusive.
Mariela Mociulsky, Ximena Díaz Alarcón and Eugenia Tarzibachi, ESOMAR, Latin America, 2018
Market research looked into how consumers feel their genders are represented by brands in Latin America, at a time when gender roles are changing and stereotypes are being debated and questioned in society.
Gender equality is less a hot topic than a burning issue right now. With International Women’s Day on 8 March, the7stars’ Frances Revel delve into what Brits really think about gender equality in 2018 and how that might impact advertisers’ media strategies.
Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.
Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.
MIAMI BEACH, FL: Procter & Gamble, the consumer-packaged goods manufacturer, has progressed its multicultural marketing efforts by moving beyond several “myths” that are often applied to this discipline.
Sam Clough, WARC Best Practice, July 2016
This article seeks to establish best practices for marketing to children, both causes of parental spending and consumers in their own right - an attractive audience for marketers, they exert influence far beyond toys, to supermarket shops, family holidays, and even the car.