Can female-focused marketing make a comeback?

Campaign US

by Marie Griffin

Specialists in marketing to women join forces as women’s buying power — and dissatisfaction with advertising — continues to grow

The debate goes back more than a decade: Do female consumers require such different marketing and advertising approaches from the “general market” to require specialists — freestanding agencies or divisions or teams within agencies?

…Mullen launched an M2W specialty practice, Frank About Women, in 2002, and after four years as a freestanding entity it was integrated back into Mullen.

“The focus on marketing to women remained intact, but some of the resources started to be absorbed within Mullen overall,” says Shaun Stripling, SVP, CMO and head of Frank About Women. “We now have a seven-person team running Frank About Women and about 30 cross-discipline leaders infused across every department who contribute on a regular basis with thought leadership, white papers, ethnographic research and the like.”  Read article.