Women are responsible for 80% of purchasing decisions and yet 76% feel that brands do not represent them. We think it's time to change that. Which is why we've been running the 21st Century Woman initiative, looking at the mindset of this audience and how brands speak to her. As part of this, we brought together a number of women, outside of the advertising industry, to find out their views on the big pieces of work showcased at the Cannes Lions International Festival of Creativity.

2. Women are responsible for
80% of purchasing decisions
and yet 76% feel that brands
do not represent them.
We think it's time to change that. Which is why we've been running the 21st
Century Woman initiative,looking at the mindset of this audience and how
brands speak to her.
As part of this, we brought together a number of women, outside of the
advertising industry, to find out their views on the big pieces of work
showcased at the Cannes Lions International Festival of Creativity. This
involved holding a number of research groups in our state-of-the-art
Experience Lab, as soon as the award winners were announced.
What can we learn from the ways that women react to the supposed best
that the communications industry has to offer? Are brands really breaking
the mould orjust putting in token efforts to appeal to a broader customer
base? In this presentation you'll find key quotes and statistics revealed on
the night If you want to find out more, then get in touch with Erminia
Blackden on erminia.blackden@madebypartners.com.

3. CANNES WINNERS:
WHAT REAL WOMEN REALLY THINK

4. BE EMPOWERING
STATE STREET GLOBAL ADVISORS – ‘FEARLESS GIRL'

7. BE OPEN MINDED
KENZO - 'KENZO WORLD'

11. BE A FORCE FOR GOOD
ADDICTION AIDE - 'LIKE MY ADDICTION'

15. BE CONSCIENTIOUS
JOHN LEWIS - 'BUSTER THE BOXER'

18. BE AWARE
TECATE - 'GENDER VIOLENCE'

22. BE FUTURE-FOCUSED
AUDI - 'DAUGHTER'

24. TALK TO US. •
erminia.blackden@madebypartners.com