Articles posted by Gail Parminter

Recent Comments

Mecca reveals 'Come and play at our house' brand campaign

Mecca reveals 'Come and play at our house' brand campaign

Same old same old - could be for any bingo brand.


30 Apr 2013 - 15:08
Marketing Weak: Tesco - Daydream

Marketing Weak: Tesco - Daydream

Words fail me. And that is unusual.


6 Feb 2013 - 19:02
BBH’s Rosie Arnold on the return of long-form TV ads in 2013 and why women’s creative ideas are judged differently from men’s

BBH’s Rosie Arnold on the return of long-form TV ads in 2013 and why women’s creative ideas are judged differently from men’s

Rosie has raised very interesting issues affecting the advertising industry and Client's brands alike. Much like the male dominated awards juries, the top tier of creative departments (unlike account management and planning) are predominantly male and they set the benchmark for what is 'good'. And good, as Rosie points out, often equals what men like. Unfortunately for brands looking to tap into the female psyche, the macho male culture which exists in creative departments is not always conducive to women achieving success OR creating great advertising that resonates with women.

If this doesn't sway you, then consider the independent research (Gregory, 2009) that highlighted how, in the British advertising industry, 'there exists a locker room culture of masculine power, competition, male bonding, and the sexualisation of women' and concluded that 'homosociability and sexist humor are used to maintain the gender status hierarchy in creative departments'. Yes, really.

Because the norms of the creative department are masculine, it's not a surprise that women have more difficulty achieving success. When judging creativity, ideas suggested by women are less likely to be accepted and implemented than those suggested by men (Millward and Freeman, 2002). The reality for many of the female creatives I've spoken to is that they've had to play the system (and therefore become part of it to succeed).

This issue has nothing to do with political correctness, or even feminism. At the end of the day, it's about producing advertising women will respond to, creating better brand awareness amongst women, encouraging loyalty and selling more. Let's face it the great ads aimed at women in 2012 were few and far between.

Madwomen are running a Female Connection Workshop on 31st January which is designed to help clients and advertisers alike to deliver more effective communications that will truly connect with the feelings and values of women today. Contact Kate Frearson for more information: kate@madwomen.co.uk


8 Jan 2013 - 13:29

Lil-Lets and its agency come under fire as Bodyform viral sparks stinging Women's Hour debate about advertising

I understood the Lilets campaign to be aimed at young girls after reading Marketing's article on the new campaign:

"Lil-Lets, the feminine hygiene brand, is launching an attention-grabbing campaign centred on the natural symptoms women experience during their menstrual cycle, as it looks to recruit younger consumers."

The girl in the ad is very young and the copy is written in a very simplistic, educational way. A woman over 25 would surely, after around 15 years of having periods be aware of how her body works. So this ad is aimed at the very young who need 'educating'.

It's odd how Lilets say the 'facts' will surprise people - who exactly? A 25 year old women would know if orgasms eased her period pains - she's have found that out herself due to the fact that she is actually a woman - and would not really need educating or surprising.

This is advertising to women through a male gender lens. 'Your boy is amazing" - yeah, tell me about it. I live inside it every day.


26 Oct 2012 - 08:58

Lil-Lets and its agency come under fire as Bodyform viral sparks stinging Women's Hour debate about advertising

Disagree that you can't make an entertaining ad for sanpro- you don't need to show blood any more than you need to show shit in a toilet paper ad. You just need to base the ad on true insights that women will relate to. Look at how Lena Dunham deals with female stuff in 'Girls' for example.


25 Oct 2012 - 16:25

Pages

My latest tweets

  • Watch this perfect parody of Dove’s “Real Beauty” campaign http://t.co/FovTcxs9j6 via @feministing
  • RT @hotrodcadets: Spot the difference: http://t.co/ZMFdfV25Bm
  • @QantasAirways thanks Jess! Reall appreciate your help.
  • @QantasAirways customer services - need flight itinery from dec 30 th
@gailparminter gailparminter