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Over 30% of brands to focus on improving communications to women in 2018 suggests Pearlfinders research

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Pearlfinders has released its latest annual Global Index research and with national and international news agendas being heavily focused on diversity issues in 2017 the new report shows that 33% of brands in Europe are planning to increase their marketing to female audiences during 2018.

Research for the Global Index is conducted throughout the year and sees some 10,000 interviews with brand marketers conducted to measure trends and to reflect the purchasing intentions of the brand at the time of interview.

2017 started with the global Women’s March and concluded with Time magazine declaring the #MeToo Silence Breakers its ‘Person of the Year’ demonstrating a major global cultural shift, which it seems brands are taking seriously and are planning to back heavily with increased female orientated communications in 2018.

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What marketing services brands are expected to review in 2018

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Findings suggest that in 2018 brands are set to increase their spend on Content by five per cent, increase spend on digital marketing to females by 3.1 per cent and increase consumer PR spend to women by 2.2 per cent, with the greatest year on year increases expected to come in the fashion and travel sectors.

Speaking of the findings Richard Dodgson, founder and creative director at Timebased Events, said: “We’ve been inspired by movements like Sheryl Sandberg’s ‘Lean In’, Verizon’s ‘Inspire Her Mind’ and Puma’s ‘Do You’, with powerful women and meaningful messages at the centre.

“We work with brands that build events to contribute to the culture their audiences care about, and we’re expecting 2018 to be the year of women. In 2018 it will be more critical than ever for agencies and brands to understand how to trigger female emotions – and events will be at the very heart of delivering this.

“Access to positive associations with the worlds of fashion, design, music, film and celebrity culture will be needed by sectors like consumer electronics and sports like F1, who will be looking to prioritise the female audience.”

Other top line findings from the Global Index suggest the following:

• 14% of brands are planning to review their advertising AOR
• 26% increase in brands overhauling youth marketing
• 47% increase in brands targeting young HNWIs
• 76% of FMCG Food brands planning agency reviews in 2018 want to enhance their healthy credentials
• B2B marketing is getting sexier – even in the Industry & manufacturing sector 15% of all upcoming marketing projects are seeking an integrated creative agency
• 28% increase in the number of brands citing “authenticity” as a 2018 marcoms priority

Reflecting on the Index findings and how they will impact on the industry in 2018 Serge Vaezi, chief strategy and creative officer,UK& EMEA at Ogilvy PR, said: “2018 will see the on-going rise of brands that look at their marketing model as needing to add value in order to generate ‘news’. These brands understand the necessity to ‘talk less and do more’ in order to earn cultural relevance. Why?

“The proliferation of ad blocking technology is showing no slow down. We are seeing a swing back towards traditional, established news brands in a clear backlash to ‘fake news’. And more brands are behaving in a way that consumers, media and influencers find genuine, authentic and interesting.

“Consequently more clients are asking for strategies to make them culturally relevant. Big, channel agnostic ideas are fine, but the consumer is ever more demanding in their desire to know what’s in it for them."

Reinforcing this view Alex Charkham, strategy director at FUSE, added: “Technologies and innovations that can help create experiences will become more central to brands’ strategies and will also mean greater accountability and measurement for clients – better linking online and offline behaviours/ identities. VR and AR have already started to be more consistently employed by brands.

“The next step will be data and AI enabled frictionless personalised experiences, content distribution built increasingly around individual interests, technologies that allow audiences to become creators and tools that support better real-time data collation.

“There is a watch-out here though for brands; in such a fast-moving landscape it will become even more vital to maintain a clear purpose and identity in order to ensure that innovative activations contribute to brand goals, rather than becoming an end in themselves.”

The Pearlfinders Global Index can be accessed here.

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Marketing Day: Blockchain myths, digital billboards & Belgian court fines Facebook

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

Online Marketing News From Around The Web:

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Bold kids looking for adventure are featured in new campaign for Universal Parks & Resorts

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The kids featured in the new ‘Grow Bolder’ campaign for Universal Parks & Resorts are ready to take off the training wheels and go on adventures.

The national brand campaign for Universal Orlando Resort and Universal Studios Hollywood showcases Universal theme parks as destinations for kids who are ready to take the next step and up their vacation quotients.

Created in partnership between Universal Parks & Resorts and David&Goliath, the campaign features a cinematic, black and white spot featuring kids who are empowered and eager to stand on their own, speak for themselves and boldly take on the respective parks.

We see a young wizard in Harry Potter’s world ready to wave a wand, plus a kid who isn’t afraid to venture in with the dinosaurs of Jurassic Park, or wield a ray gun with Minions, go face to face with King Kong or save the planet with Transformers.

“This campaign captures the essence of what we offer our guests every day,” said Alice Norsworthy, executive vice president and chief marketing officer for Universal Parks & Resorts. “Our theme parks offer the kind of vacation experiences that allow families to vacation together and to grow together.”

Added David Angelo, founder and chairman of David&Goliath: “Now more than ever kids are growing up fast, and we wanted to be a part of that growth. But instead of telling kids ‘you don’t have to grow up,’ we let them speak for themselves. We see fearless kids boldly challenging themselves in the most cinematic way. And we show that what you experience at Universal Parks is more than a day of smiles, it’s a chance to truly grow in ways beyond what you imagined.”

Throughout the campaign, Universal Parks & Resorts and David&Goliath will introduce new initiatives and creative on all platforms from social to digital to ambient, all amplifying the brand’s ‘Grow Bolder’ message to kids and families around the world.

The spot airs during the last week of the Winter Olympics on NBC and its affiliates.

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Cristiano Ronaldo refuses to part with his suitcase in spot for American Tourister

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Real Madrid's Cristiano Ronaldo is starring in a spot for luggage brand American Tourister in which he causes quite a stir at an airport for refusing to separate from his suitcase.

Created by TBWA\Spain, which has been tapped by American Tourister to lead the brand's global campaign efforts this year, the spot encourages travelers to ‘Bring Back More’ from their trips. According to the agency, Ronaldo personifies this tagline since he “brings back more memories, experiences and memorabilia from every trip.”

Directed by Augusto de Fraga, the spot features Ronaldo strolling through an airport with a bright yellow bag. When an airline attendant asks him for his luggage at the check-in counter, he smiles and shakes his head before jumping onto the conveyer belt alongside his suitcase. He then proceeds to stay with his bag throughout his entire journey – even during the flight and all the way to the baggage carousel – as fans gawk and snap pictures.

Video of Cristiano Ronaldo – American Tourister TVC

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On social, American Tourister is asking fans to guess what’s in Ronaldo’s bag by posting a photo of their best guess along with the hashtags #BringBackMore and #AmericanTourister. Those who submit ideas will have the chance to win a trip to Russia for two or some of American Tourister’s products.

According to TBWA\Spain, the brand will be releasing different activations with the football legend in the upcoming months.

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