Nov 10, 2014

Why brands still come up short with millennial women

Marketers are wasting millions of dollars in media and creative by not building stronger relationships with women, according to new research.

Oct 15, 2014

Time to kill the gender cliché?

Marketers and agrencies can't avoid something so fundamental as gender. The trick, writes Nir Wegrzyn, CEO of BrandOpus, is to use it in a way that's relevant.

Sep 24, 2014

Men without women don’t make for good marketing: JWT

SPIKES ASIA - When male creatives try out female beauty products because they have no female peers with whom to discuss the feelings of actual women, the industry has a problem.

Apr 23, 2014

Women and whisky: Diageo's gender-neutral marketing formula

SINGAPORE - From mad men to unruly cowboys, whisky has an unmistakably masculine reputation in popular culture, but its makers and marketers are far less gender-focused. Mark Sandys, category director for whisky and reserve at Diageo, talks about the female growth market in Asia-Pacific.

Apr 15, 2014

Build advocacy, not fear when marketing to women

In trying to connect with Asian women’s hopes, dreams and concerns, many brands still miss the mark by a wide margin.

Feb 28, 2014

Web changes the way women shop for FMCG: Google, TNS

ASIA-PACIFIC – A new study by Google and TNS looks into the so-called 'Zero moment of truth' (ZMOT) and reveals a significant shift in online consumption, with 78 per cent of women in Asia-Pacific saying online research is a vital step in their purchase decision.