Madwomen creds

1. The first UK creative agency
specialising in communicating
with women

2. Nature: Male and female brains are wired
differently
Task focused – left centric Holistic – right centric
• Males score better on
tests of technical • Intuition, emotion beyond
aptitude than females the straight “facts” are
more significant
• They are simply more
interested in technical • Find shopping fun – a
things than women social/leisure activity
• Shopping -men find • Take pride in purchase
shortest distance A to B decisions - are loyal
brand advocates
• Online -use search to
get directly to the page • Strive for self-
Women are predominantly improvement
• They are less likely to
‘whole-brained’ – they
engage with brands on make links with both • Care less about how
social media hemispheres things work – more what
they do

3. NURTURE: Girls and boys are socialised to
be different
• Society expects different things
from boys and girls
• Our culture instils its codes of
behaviour, language and values
• Girls internalise this special
feminine culture
• And boys grow up rejecting it as “Considering there are only two genders in the
gay, girly or just plain human world and one of them does most of the
shopping, it‟s stunning how many companies
incomprehensible overlook the psychology of gender, when we all
know men and women look at the world very
differently.”
Bridget Brennan

4. Different motivations need different
marketing strategies
MALE FEMALE
• Things, facts • People, emotions
• Jokes, sports • Gossip and observations
• Exaggeration • Depth and truth
• Anecdotes, soundbites • Stories, texture, details
• Status enhancement • Connection building
• One-upmanship • Relationships
• Aspiration • Empathy
• Dark, cool colours • Warm, bright colours
• Reading • Reading into
• Action • Feeling

5. Understanding gender differences is
essential now that women are more powerful
consumers
“While almost all of us will
acknowledge and even joke about
the gender gap in our personal
lives, what‟s shocking is how few
people have applied an
understanding of gender
differences to business.”
Bridget Brennan, 2011

6. And that doesn‟t mean stereotyping or
making assumptions
• Fewer women are getting married
• More women work and have a family
• More women are in control of the
family budget
It‟s not age that‟s important, but life-stage
• Women are different from each other
• They change according to where they
are in life
• A 40-year might have a toddler at
home, a child in college or may have
never married or had children at all
• What connects with the situation of
one won‟t speak to the others

7. As well as having different motivations
to buy, men and women also shop differently
Male: solitary hunter Female: social gatherer

9. Summary
• Women are the Number One business
opportunity, „they buy lotsa stuff”
• Men and women see the world very
differently
• Men are (still) in control … and can be
clueless about women
• Not enough ‟stuff‟ is communicated in
a way that appeals to women
• Most stuff for women is, to be frank,
pretty patronising
• This is not a feminist thing but a
business/commercial argument
• The women‟s market is not a niche–
they have wallets and power

10. Why you need Madwomen

11. Agencies are run by men who often
have no real desire to understand women
1960s 2000s
The Mad Men of yesterday, and today, want to be cool. And understanding the female
mind isn’t considered cool – in fact, the opposite is true.

12. 87% of purchase decisions are made by
women, yet 90% of advertising is created by men
• Advertising agencies are run by men
• 90% of creative directors are male
• Creativity is often seen as a male area
• Agencies often don‟t embrace the
behaviour differences and different
expectations of women
• Marketing is masculine – it‟s been
developed by and for men and is very
good at „getting‟ male culture
• Female creatives adapt to male culture
• Male traits valued over female – so
„male‟ ideas are often preferred by
both sexes

13. Remember Mel Gibson in
„What Women Want‟ ?
Say family, children, cooking, driving, periods, home or shaving to a man and he‟ll
conjure up a totally different set of images and experiences than a women.

14. Having a woman on the team is not
enough
• It can be difficult for those women to
subvert the male „norm‟
• Women can be reluctant to point out or
defend gender differences - it reminds
them of their own difference when they
want equality with men
• Women work hard to become part of
the male-dominant team - the last
thing they want is to draw attention to
their femaleness • Women who „harp on‟ about pleasing
women can be seen as „party poopers‟
or worse, „feminists‟
• Female traits such as empathy and
caring are traditionally viewed as
inferior to male

15. Conventional research is not enough
• Research is often this is seen through
the male lens (even if the researcher is
female)
• Using women in research groups and
having female team members is not
good enough
• Gender difference needs specific,
focussed consideration
• You need to know what you‟re looking
for and you need to actually want to „ Considering there are only two genders, and
look for it one of them does most of the shopping, it‟s
stunning how many companies overlook the
• Our strategy, ideas and executions are psychology of gender, when we all know men
all informed by talking to your target and women look at the world very differently.‟
audience
Bridget Brennan

16. No wonder advertising hasn‟t moved
on much
1950s 2000s

17. Forget Mad Men – meet Madwomen
• Look at us as a specialist agency
• Just as some agencies specialise
in healthcare, youth or finance –
we specialise in your market
• Women talking to women
• You can talk to us about your
product and your market knowing
we will understand what you mean
In the US there are already several agencies specialising in women, and their business
is booming because clients are starting to catch on to the dollars that can be made by
getting it right. www.womenkind.net www.maternalinstinct.com www.kickskirt.com

18. Our unique communications check tool
We‟ve developed a process to assess your
brand‟s female appeal. It enables us to answer
these key questions:
• What do we need to do in-store to attract
more women?
• How should we position your brand or
product to maximise appeal amongst
women?
• How do we engage women without
alienating men?
• How do we turn female customers into
brand-loyalists?
• How do I sell the idea of what women want
to a male internal audience?
• What language and messaging should I be
using to appeal to women?

19. The Fem-o-meter process
1. Analysis of your communications
against our test criteria
1. Competitor review set against how
well they perform with women
1. Identification of areas for concern
and setting of success criteria
1. Analysis of your business structure
and barriers to change
1. Market opportunity identification –
compared to where you are now
1. Target setting and tool kit for quick
wins and long-term goals

20. We understand what women want
• We are specialists in
communicating with women
• It sort of helps that we‟re all
women (although being a
women on it‟s own isn‟t enough)
• All of us have significant
experience of working on female
brands
• We are well respected thought-
leaders on marketing to women

21. Kate Frearson – Planning Director
Interbrand – Client Director
Key clients: Nestle Purina, Qatari Diar and British
Airways.
Dialogue (Ogilvy Group) – Business Director
Responsible for Duracell, Braun and Mars global
and national clients. Managed large, complex
• Background in strategic projects from brand positioning to communication,
campaign development and design and implementation.
tactical / retail activity
Orckid Design and Marketing – Account
• European and global experience
Director
• Leads multi-functional teams Oversaw BP Retail's BTL program across its BP
and overall agency Ultimate, Wild Bean Cafe, Nectar and Marks &
communications Spencer pillar brands. Developed integrated
communications across POS, promotions, online,
• Delivers holistic campaigns for product and experiential marketing.
blue chip clients.

22. Gail Parminter – Creative Director
Dialogue (Ogilvy Group) – Creative
Head
Duracell, Fairy, braun, Mars, United
Biscuits and Gillette
Saatchi & Saatchi X – Creative Head
Ariel, Pampers, Olay, Wella
• Experienced in working with Geoff Howe Marketing – Creative Head
agency/client teams
Hill's Pet Nutrition (Colgate) account
delivering strategically
sound, creative solutions.
Ogilvy & Mather – Creative Head
• Manages creative Comfort, Dove and Kimberly Clark: Kotex
teams, design and artwork to
ensure excellence
Bates Dorland – Senior Creative
• Brings in-depth knowledge of Safeway, Royal Mail, Land Rover
how gender difference
affects marketing Awards: D&AD Highly Commended,
approaches

23. Thought leadership
• Our opinions are often sought by the
media
• Gail is speaking at this year‟s Women
of the World conference at the
Southbank Centre
• We‟re running a seminar at this year‟s
TFM&A conference at Earls Court
• Gail is a guest panelist on C4‟s The
Mad Bad Ad Show
• We ran a seminar at Vision Bristol
2011

24. Strengths
We generate a strategies based on real
insights. From this strong platform we
develop big ideas that work in all media
to create memorable, inspiring
campaigns that women will engage with.
• Strategy and creative planning
• Integrated campaigns
• Press, poster, TV and radio campaigns
• Shopper marketing
• Digital - online advertising, email,
websites
• Direct mail

25. Case studies

26. The brand and the product
Trusted, reliable, premium, caring Night-time absorbency
nappy – extra protection

27. Use pampers and you and your baby
will get a better night‟s sleep
• Babies wake up at night because
• Baby gets a good night sleep
their nappies leak – the urine gets
cold and disturbs them
• Mum gets a good night sleep
• Pampers night nappies are extra
absorbent so the nappy won‟t leak
• So they both wake up rested,
happy and ready for the day ahead

28. Creative idea one: Functional
• Simple message expresses functional benefit
• Sleeping baby backs up message and adds emotional engagement
• Eye-catching roundel expresses the same benefit in a slightly different way
to reinforce the message
BUT this is a left-brained approach …

29. Creative idea two: Emotional
• Key insight: mums know they both
have a happier day if they both get a
good night‟s sleep
• Showing a happy day time baby is the
benefit and better than showing a
sleeping one
• Instead of a plain roundel, we
developed an emotive „do not disturb‟
sign
This „right-brain‟ idea researched better
with mums, so we developed it into a
TTL campaign

30. Simple enough to work in store across
multiple touch-points
Image grabs attention – STOP
Clear Pampers
• STOP branding - STOP Message
engages - HOLD
• HOLD
• CLOSE Interesting, relevant
graphic device - ENGAGE
Shelf strips back up
message with
functional benefit -
Message offers a CLOSE
‘reason to believe’
CLOSE

31. 360 Holistic campaign development
Store
Press Communication Idea: Use
Pampers and you and your baby
will will get a better night‟s sleep
Outdoor
Direct mail

32. TV commercial

33. Ariel

34. Communication idea:
New Ariel has fragrance release technology for 12 hours of freshness
We created an eye-
catching ‘petal clock’ to
combine emotional
engagement with a
technical claim
‘12 hours of long-lasting
freshness’

35. The idea was simple to execute across
all touch points

36. Ella‟s Kitchen

37. Brief:
To create a mummy-friendly tone of voice and visual
identity in-store and online

38. Exhibition stand brought the brand
to life

39. Off-line materials continued the look
and tone of in-store and online campaign

40. Marine Stewardship
Council

41. Brief:
Create and in-store information point to help shoppers make
informed choices about the fish they buy
This route was not used as it felt
Preferred route had more emotional appeal – the heart clinical and quite brutal – women
made from fish images was effective and became a could not connect with
‘badge’ for sustainable fish that shoppers looked out for. the imagery.

42. Find out how to win the hearts,
minds and purses of your
female customers, contact
us today:
Madwomen
Westbourne Studios
242 Acklam Road
London
W10 5JJ
0203 369 0396
madness@madwomen.co.uk
www.madwomen.co.uk