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 | It's a world of 'er' words: better, cleaner, stronger etc. Words that we think will inspire trust and respect. Yet our brains don't work that way - emotion leads to action whilst rational thought leads merely to conclusion. Brands touch us at an emotional level and inspire love: Lovemarks that create loyalty beyond reason. Case studies will include Toyota Yaris and Olay. |
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Richard Hytner & Vicky Wiggins
Chief Executive and Deputy Head of Planning
Saatchi & Saatchi
Session 1 - 9.45-10.20am |
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 | In an era of increased equality it often seems safer to avoid sexuality and dismiss the concept that sex sells. But can a strategy serious about marketing to women also be sexy? We explore global brand strategies and question how sex is used in advertising. From the gritty feel in the Elle MacPherson range to the stereotypes utilised by Ford, to the cheeky anti-sexy sexiness of Virgin Mobile. Is Nike too sporty to be sexy? Has Levi's lost its appeal? There may be a lot to be afraid of – Bec Brideson confronts our fears and dares to ask: why be so quick to dismiss Sex Cells and Sex Sells in crafting marketing in 2005? |
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Bec Brideson
Principal
Mars and Venus Advertising (Australia)
Session 2 - 10.20-10.50am
10.50-11.10am - Coffee Break |
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 | In the past 200 years women have gained independence from everything but each other. Relationships are absolutely core to their lives. The most effective brands recognise this, and create ties and bonds with women of a similar intimacy. They realise that their communication, like their relationships, has to be layered, multifaceted and consistent over time. Brands need to inspire and engage in order to gain the attention of their female audience. They need to be orchestrated through all elements of the mix, providing a sustained, open dialogue with their sassy, switched-on prosumers.
Circus has worked on numerous Brand Engagement™ projects with women, for clients as diverse as New Look, Selfridges, DfT, Currys, The Body Shop and Boots. |
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Emma Laney
Circus
Session 3 - 11.10-11.30am |
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 | Dragon will explore how women think, feel and respond to FMCG brands… the different ways, at different times in their lives and within different categories. They will report on what's working well, what turns women off, what are the turn-ups-for-the-books and who could do better - and how?
The report will cover a spectrum of consumer behaviour in supermarkets from Tesco to Waitrose; from M&S and John Lewis department stores to Harvey Nichols; from Prada to Primark, from B&Q to Staples superstores.
Key lessons will be highlighted for brand owners including the product itself, on-pack communications, shop experience and brand names. |
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Claire Nuttall
Director of Consumer Brands
Dragon
Session 4 - 11.30-11.55am |
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 | Women are the majority online purchasers at home and in business, learn why Search Engine Marketing (SEM) is the most cost effective medium in reaching women online. Best practice models explained on how to use keywords, adwords, 'natural' search tools and how to set clear campaign goals and maintain relevancy to maximise ROI. |
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Kate Burns
Managing Director of Advertising Sales
Google
Session 5 - 11.55-12.20 |
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 | Boomer women (45-60 years) is the largest and richest market segment…and most neglected. This diverse group shares higher discretionary income and the keen scepticism of consumers who have been marketed to, since conception.
Not shared, however, are "landmark moments" and lifestyle, health, family and future planning choices/decisions, which, as marketers we need to address. Learn how to create integrated marketing campaigns, featuring promotions and events that can carry your brand message to reach women at different life stages. |
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Hope Berschler
Director, Brand Marketing and Promotion
AOL, Inc. (USA)
Session 6 - 12.20-12.45
12.45-13.45 Lunch in the 'MARKET' serving 5 different food styles from open kitchens. |
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 | Clare Salmon ex-AA joined the long established UK broadcaster ITV in January. Clare is responsible for the marketing of all programmes and channels. In a short time she has implemented a fully integrated on and off air campaign to promote ITV's 50th anniversary. Learn about her plans to transform this household brand to appeal to women in the digital future, starting with ITV Day and next, ITV2. |
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Clare Salmon
Marketing Director
ITV
Session 7 - 13.45-14.10 |
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 | Whilst the 20th Century was about speed and convenience, the 21st Century is about 'slowing down'; embracing a more simple way of life and addressing personal lifestyle needs. What does this mean for the traditional luxury brands? Which of today's brands successfully epitomise new luxury? Why brands need to become more civic rather than corporate minded to meet this need. What does all of the above mean for today's female consumers? |
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Tess Wicksteed
Planning Director
Pearlfisher
Session 8 - 14.10-14.40 |
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 | Galaxy was a big brand that had lost touch with its core consumer - namely women. With lifestyles increasingly starved of time to indulge, Galaxy's indulgence territory was perceived as outdated and irrelevant. An in-depth study of the process of reappraisal and relaunch of Galaxy, as a brand that understands the relationship between women and chocolate. |
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Jason Theodore
Director
Mediacom
Jen Gershon
Brand Manager
Galaxy
Session 9 - 14.40-15.00
15.00-15.20 - Afternoon Tea
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Whether they are for men or for women strong, powerful and highly successful brands leverage off archetypal patterns deep in our psyche.
Women and men, though, don't have the same archetypes at play at the same stages during their lives - the reason for many a relationship conflict! |
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Learn here how the archetypal journeys that men and women take are different and see how some brands use these archetypal influences to great advantage.
Understand how some female archetypes are culturally taboo, which are emerging and which dominate and why the hidden sub text for much of today's marketing to women is about the biology of sexual politics and the female struggle for power.
We will use a spectrum of brand examples including, Tesco, Kinder, Birds Eye, Garnier, Timotei, Wonderbra, Nike and others
Dr Janis Wilson and Peter Clements
Archetypology
Session 10 – 15.20-15.45 |
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 | Coca-Cola has been leading the way in launching new products that appeals to the taste of women, e.g. Diet Coke and the development of new bag size packages. The presentation will give insights into women's lives and how this has influenced innovation at Coca-Cola to truly appeal and connect with the modern woman. New products: Ipsei and Sprite 3G will be covered too. |
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Julia Goldin
New Product Development Director, North West Europe
Coca Cola
Session 11 - 15.45-16.10
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 | FutureBrand will review and evaluate the 10 key components of great brands which target women. 23 brands have been nominated for the Award. The selected top performing brands will be analysed before the inaugural Rethink Pink Award is presented to the winner by the highly acclaimed journalist Eve Pollard. |
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Jasmine Montgomery
Strategic Planning Director
FutureBrand
Final Session 12 - 16.10-16.40
Closing Summary -16.40-16.45 |
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