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Marketing to Women 2013

Posted By Administration, Thursday, September 19, 2013
Updated: Thursday, February 20, 2014


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ClickZ: Marketers Call for a Reality Check in Female-Targeted Campaigns

On September 18, 2013, there was a gathering of the minds at the Beverly Hills Hotel on how to best market to women now. The purchasing power of women has skyrocketed. But how and when you talk to the modern female consumer is much different than it was just a few years ago. There’s no one-size-fits-all approach.

How do you make sure you’re talking to her at the right time, in the right place and, most importantly, with the right message? At the Marketing to Women Now breakfast, we heard from industry, agency and client-side experts on this ever-evolving marketing landscape and how brands are successfully tapping into the ever-evolving female consumer…



Jackie Stasi and Karen Kovacs: Women+Mobile: The Unbreakable Bond

  • Women have a love affair with their mobile device
  • The #1 word in the word cloud poll for women at the breakfast on how you feel about your phone was "dependent"
  • There are 4 rules of engagement for mobile ads:
    • Ask permission
    • Share her interest
    • Look your best
    • Engage her in conversation

Catherine Balsam Schwaber: The Curve Films: Indie Woman

  • The biggest group of women now is single women without kids – 36.7M
  • Seismic shifts on the traditional family. There are working mothers, stay home dads, adult kids at home, etc.
  • Short form entertainment content has to change for women. Need to create emotional connections and experiences for them. Ex. Top Shop using Chirp for augmented reality during Fashion Week.

Creative panel discussion with Linda Landers/Girlpower Marketing, Karen Costello/Deutsch LA, and Patrick O’Neill/ TBWA\CHIAT\DAY LA:

  • It's hard to portray the perfect mom. They are not one-size-fits-all. Don’t show the cliché. It's best to avoid it and just tell a great story.
  • Linda Landers good creative example: VW's Darth Vader commercial. (see video)
  • Karen Kovacs' good creative example: their Target spot which focused on education. (see video)
  • Patrick's good creative example: Kraft Zesty campaign. They thought about trends, mom, and the visual (see video).
  • Only 3% of creative ad execs are women. It’s a multi-faceted issue. There are lots of reasons why, and it's a real problem.

Click here to view presentation slides.


Many thanks to our moderator, speakers and panelists:
Jerry McGee, EVP, President Western Region, 4A's
Jackie Stasi, Founder, Nuance Digital Marketing
Karen Kovacs, Publisher, People
Catherine Balsam-Schwaber, SVP, NBCUniversal
Linda Landers, CEO, Girlpower Marketing
Karen Costello, EVP & Executive Creative Director, Deutsch LA
Patrick O'Neill, ECD, TBWA\CHIAT\DAY


Panel Discussion Videos

Girlpower Marketing

Deutsch LA


And thank you to our presenting sponsor:


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