Fluffing the market: How finance brands get selling to women wrong and Sheilas’ Wheels got it right

Increasing female independence and wealth has pushed women up the marketer's agenda, but advertising for financial brands often fails with patronising campaigns.

Fluffing the Market

How finance brands get selling to women wrong and Sheilas' Wheels got it right

Virginia Matthews

The growth in Western markets of dual income families, female entrepreneurship and million-dollar divorce settlements has pushed the 'mega-niche' of women up many marketers' agendas. Yet for financial brands developing women-oriented products and services, advertising campaigns perceived as 'fluffy' or 'pink' are likely to end in tears, unless they aim for kitsch.In 2007 New...

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