Oct 17, 2012 Tendencias No comments
I recently heard about a company that sells fine wines that was restructuring its advertising campaign. Their consumer target was 60% male and 40% female.
This means that 4 out of 10 consumers were women.
However, the advertising agency that was working on the new project was asked to focus on the "heart" of their "target", ie men.
No one thought to question that order. All (men and women), like automated robots, accepted the project.
Again, women are invisible. Not recognized by law as consumers.
Does not exist in the agency or the client, a "creative" strategic thought questioning the fact of not expending, even 20% of the budget, to test the women market and with a creative strategy considering them as women consumers and from a gender perspective.
Why to change and risk. If we fail, we can be fired.