Connect with us

Marketing

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

Published

on

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.

Service Reviews 2018
What marketing services brands are expected to review in 2018

Loading…

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.

All copyrights for this article are reserved to The Drum

Continue Reading
Advertisement
Comments

Digital

Kantar Media names Louise Ainsworth as EMEA CEO

Published

on

Kantar Media has announced that Louise Ainsworth has been appointed chief executive of EMEA, effective June 25.

Joining directly from her present role as chief executive of Kantar Millward Brown, Ainsworth brings a wealth of experience in digital media, audience measurement, brand management and communications in tow.

Andy Brown, global chief executive and chairman of Kantar Media said: "I am thrilled to welcome Louise to Kantar Media.

"Her rich experience in digital and the changing media ecosystem is widely recognised across the industry and will be a considerable asset for Kantar Media and our clients alike.”

Ainsworth added: "Our clients are facing more change and disruption than ever before – Kantar Media’s unique scale and breadth of high quality data sets are well-placed to help our EMEA clients convert the challenges they face into valuable opportunities.”

Upon arrival Ainsworth will sit on the Kantar Media executive committee, reporting directly to chief executive and chairman Andy Brown.

Ainsworth previously served as chief executive of WARC.

All copyrights for this article are reserved to The Drum

Continue Reading

Advertising

Unilever taps WPP agencies to educate its startups as part of in-house collaboration

Published

on

Unilever has announced a partnership with WPP that will see the network's agencies work with the startups under the FMCG’s giant's Foundry programme in Singapore.

Unilever hopes the collaboration will lay the foundations for the marketing services ecosystem of the future and bring key external marketing expertise, in-house.

David Porter, Unilever’s vice-president of media for Asia, Africa and Russia said the partnership was an "in-sourcing" model, adding that the group was "looking at a number of was to bring external marketing services closer" to Unilever staff.

​The move from Unilever to work with WPP comes amid ongoing agency cuts in the FMCG space. Last year alone, Unilever was able to invest an additional €250m into media buying and in-store advertising after slashing the number of agencies it worked with and bringing certain elements of its marketing mix in-house.

The fresh collaboration will now see the likes of Ogilvy, Mindshare and Wunderman, work alongside startups, such like Celtra, Unruly and Viddsee at Unilever’s Level3 co-working space in Singapore.

It will be led by Sudipto Roy, managing director for media and data, and Team Unilever for Asia, Africa, Russia.

“We have taken a fresh approach to the ‘Team WPP’ design. Instead of designing around the brand or the category, we have designed around capabilities and intelligence in order to solve business problem,” explained Roy.

“We have access to cutting edge technology and new products across every pillar of the Unilever marketing framework through the startup community in Unilever Foundry. We look forward to collaborating with them to deliver breakthrough models, communications and consumer connections products.”

Unilever Foundry also unveiled a new advisory board for Level3 in April, naming the likes of Rajan Anandan, vice-president of Southeast Asia and India at Google, Daryl Arnold, chairman of Newton Circus, Maximillian Bittner, founder and advisor of Lazada as new board members.

All copyrights for this article are reserved to The Drum

Continue Reading

Advertising

After #MeToo, C4’s £1m Diversity in Advertising award to focus on ‘portrayal of women’

Published

on

Channel 4’s ‘Diversity in Advertising’ competition has returned for the third year, this time asking advertisers to focus on how women are portrayed.

The initiative offers £1m of free airtime to any advertiser who best responds to a brief set by the broadcaster. In 2016 it was the representation of disability, won by Mars, and then non-visible disabilities which was won by Lloyds Bank in 2017.

In light of the #MeToo movement, the centenary of the right to vote and the focus on gender pay gaps, Channel 4 said it wanted ad creatives to create campaigns which would “challenge engrained stereotypes, objectification and sexualisation of women”.

A recent study found that there are twice as many male characters in adverts than female characters and that when women do appear, they are most likely to be younger (in their 20s, compared to men who are in their 20s, 30s and 40s).

“There are campaigns already on our screens which represent women in a positive and appropriate manner – but sadly there just aren’t enough of them,” said Channel 4’s head of agency and client sales and commercial marketing Matt Salmon.

“This year we’re looking for an ad that really stands out even from the positive ads we’ve seen before. We want a campaign that’s a beacon for the issue, an idea that calls out the challenges and makes a really positive statement to our audiences.

“The winning ad shouldn’t be representative of what the future ‘norm’ should be, it should act as a catalyst for the change in mindset we’d like to see within the industry.”

The deadline for this year’s entries is 9 July 2018. A shortlist will be announced on 17 July before the winner is announced in September and the campaign will be on air in early 2019.

All copyrights for this article are reserved to The Drum

Continue Reading

Trending

Copyright © 2017 Marketing Industry News