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
China Skinny, the weekly newsletter, deserves to be honored for its five years of journalist service. It has documented extraordinary changes in Chinese society and made us all wiser for it. The changes:
Tim Sims, VP of inventory partnerships at The Trade Desk, comments on the opportunities for programmatic buying that set-up a small screen – big screen contrast. He notes the breath of advertising opportunities available to small mobile devises – audio ads, display ads, vertical video ads and interstitial video ads. Using the range of opportunities is one side of the future. Meanwhile, the opportunity for programmatic to “follow the Internet into the living room via connected TV and OTT” is clearly the next big programmatic opportunity.
