The impact of personalization at scale: Advertising for equality and the portrayal of women in advertising

Isabela Aggiunti, Caio Daier and Maria Julia Rayeb

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.

Introduction

Advertising has unparalleled power to shape people's attitudes, to generate social narratives that guide lives and politics and create stories that build the very basis of how they see the world. Within this power lies a responsibility that transcends business but should be fundamental to any marketer: to create strategies, messages and ideas that work towards a more inclusive, safe world that provides equal opportunities for all.

But how are we shaping that world if entire groups of society are being misrepresented in the ads we show every day?

In her 2011 documentary "Miss Representation",1' director Jennifer...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands