Media’s role in gender sensitivity was addressed by research from Universal McCann, which revealed that women often feel pressured, even demeaned by advertising. For creatives it’s easy to follow standard gender stereotyping as this tactic has a history of motivating action. But there is a question about whether it’s a good, long-term strategy. The corrective suggestion to remove the negative pressure by increasing the number of women involved in the creative process.
Speaking on a panel at a Women In Ads event in London, Marina Haydn, executive vice president, marketing of The Economist, said, “There are a lot of subtle nuances that are lost because women aren’t playing a bigger role in the creative process.” Source: CampaignUS