Marketers are wasting millions of dollars in media and creative by not building stronger relationships with women, according to new research.
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.
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.
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.
In trying to connect with Asian women’s hopes, dreams and concerns, many brands still miss the mark by a wide margin.
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.
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