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Article

Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

News

NEW YORK: Amid daily revelations of instances of sexual harassment in the worlds of advertising, politics and entertainment, IPG boss Michael Roth has restated the agency holding company’s policy on this issue.

Case Study

Inorbit Malls, a chain of malls in India, connected with women in India by supporting female entrepreneurs with a competition for rent-free retail space promoted in digital, social media and radio ads.

News

GLOBAL: A campaign from Yasmin, a contraceptive pill brand, which used mobile “mini-movies” to provide accessible sexual education to young people in order to help reduce China’s high rate of abortions, won the Best in Show award ...

Case Study

This case study explains how Dove, a skincare brand, got involved in beauty and body empowerment conversations by creating an algorithm that detects sexist comments made about female athletes.

Case Study

This case study explains how Dove, a skincare brand, spoke about the media's judgement of female athletes based on their appearance through its 'Dear Media' campaign in the US.

Case Study

This case study shows how two junior agency executives from Host created the global social media campaign #redefinewomen to draw attention to outdated sexist definitions on Google Define with no budget or backing of any movement or brand.

News

CHICAGO: The age-old advertising doctrine “sex sells” may actually be false, according to new academic research.

News

TORONTO: Latent sexism, cultural insensitivity and an inability to "fail fast" are among the main reasons that marketing campaigns go wrong, according to Jon Wilkins, Chairman of ad agency Karmarama.

Article

This event report highlights some of the most questionable advertising efforts from around the world, and assesses the underlying failures that result in this type of material reaching consumers.

Case Study

This case study describes how Indian shopping mall group, Inorbit, began a new narrative to attract women customers with Inorbit Pink Power - a business launchpad for women with home-run businesses.

Article

This article explains the rise of cultural diversity in Australian advertising campaigns, including LGBT and multicultural themes, and how agencies are working to boost diversity within their own ranks.

Article

In this article the author cautions brands to be mindful of the varying forms feminism takes in the modern age when appealing to female consumers.

Case Study

This case study describes how Unilever, a consumer goods company, drove engagement for its Dove personal care brand by attacking sexism in the media.

Case Study

This case study shows how the Australian Department for Social Services increased awareness and drove action among citizens by demonstrating how verbal disrespect toward women was intimately linked to domestic violence.

Article

This paper looks at millennials in America, considering their past, present, and future, as the country's 'most promising generation,' and warns against overgeneralization.

Case Study

This case study details Always', the feminine hygiene brand, multi-award winning campaign, #LikeAGirl, that changed the meaning of the 'insult' - like a girl - to show that Always could offer more than just protection.

Article

This article seeks to set a new way of thinking about marketing to women as old definitions and associations such as motherhood, achievement in work, and age have shifted to near irrelevance; women are individuals with new priorities and desires.

Article

This event report looks at one aspect of the growing pressures on agencies to reflect the gender and ethnic make-up of the population in their workplaces.

Research Paper

This case study highlights work for an NGO into "why do men buy sex" and to tackle exploitation in the sex industry by combining cultural intelligence, semiotics and digital methodologies to generate insights.

Case Study

This case study explains how Femina, a women's magazine, engaged digitally savvy Indian women and drove brand affinity with a celebrity-led campaign.

Case Study

This case study demonstrates how Always, the feminine hygiene brand, changed a negative stereotype about what it is to be a girl, in turn growing purchase intent.

Research Paper

This paper analyses gender identity and gender representation in the UK media, helping the BBC, the broadcaster, to better serve its audiences.

Research Paper

This study is designed to investigate the effect of gay-themed advertising as well as consumers' gender, tolerance towards homosexuality (low vs high tolerance) and consumers' brand commitment (low vs high commitment) on attitude towards ad and attitude towards brand.