Pepsico Derives Qualitative And Quantitative Input From #SeeHer GEM Metrics

PepsiCo is using the #SeeHer Gender Equality Measure as both a qualitative and quantitative tool to more accurately portray girls and women and help validate some of its budget and media decisions. “We’ve been using it much, much more the last two years across our organization and across a wide variety of brands,” says Global […]

 
 

ANA’s Quinn On Taking #SeeHer Global, Importance Of Meredith’s Role

ORLANDO–The Association of National Advertisers will expand its #SeeHer initiative globally in 2019 as it seeks to make the Gender Equality Measurement “the gold standard” for the depiction of girls and women across all types of media. What began in 2016 as an effort to more accurately portray females in advertising and content now encompasses […]

 
 

Mentoring And ‘Over-Hiring’ Can Increase The Female Quotient: TBWA’s Reyes

More female voices will be heard and considered in advertising and media if agencies “overhire” and enact their own mentoring programs. Then there’s the hard reality that money still talks, according to Nancy Reyes. “Demand it from your agencies, demand it from your media partners, and threaten to withhold the dollars unless they fulfill that […]

 
 

American Express Using #SeeHer GEM Data To Resonate Better With Women

Over the past 18 months, American Express has learned how to resonate better with women through its advertising messaging using metrics generated by the #SeeHer initiative. Informed by #SeeHer’s Gender Equality Measure (GEM) scores, AmEx has progressed from “good, average ratings in our past campaigns into excellent ratings over the course of the last year […]

 
 

At InStyle, Individual Women Represent Broader Social Issues: Editor-in-Chief Brown

A supporter of the #SeeHer female-support initiative, Meredith’s InStyle prefers to focus on individual women who represent something broader because today’s world is “exhausted” by a plethora of movements. “It’s a big underthink,” says Editor-in-Chief Laura Brown. By that she means she doesn’t feel obligated to talk about women who represent a given cause or […]

 
 

High ANA #SeeHer Scores Correlate With Advertising Lift: Special K’s Crouch

While it’s “really in the DNA of the Special K brand to represent women effectively and consistently and accurately,” there’s a direct impact on the brand’s sales as well, according to Special K Marketing Director Christie Crouch. “When we represent women and families equitably, it’s just more relatable to more people,” Crouch says in this […]

 
 

#SeeHer Co-Founder Zalis: Gender Equality Score Is New Industry Standard

More accurate portrayals of girls and women in advertising and media is a “step change” that starts with a mindset, says #SeeHer initiative Co-Founder Shelley Zalis. Add in accountability and measurement via the Gender Equality Score and Zalis sees the birth of a new industry standard. Zalis partnered with the ANA’s Alliance for Family Entertainment […]

 
 

Laura Desmond: Consumers Are Building Brands Now

Former Starcom CEO Laura Desmond perceives a “full-scale crisis of confidence in marketing” not due to a lack of advertising accountability but to the complicated nature of brand building. “We see it play out with the holding companies and how they’re doing and how they’re under pressure, and that impacts every other part of the […]

 
 

Greater Focus On Outcomes Will Yield More Credit For TV Industry: NBCU’s Rosen

The TV industry is looking at outcomes and attributions “in a unique way right now” to fend off digital and social competitors that have claimed advertising results for which they’re not always responsible, says NBCUniversal’s Mike Rosen. “There’s that old movie expression don’t bring a knife to a gunfight,” Rosen adds. Yet so far, that’s […]

 
 

The View from the #BeetRetreat: OMD’s Winkler: Ease Of Viewing, Data Consistency Are Keys To Success

Giving people choices when it comes to television advertising sounds pretty straightforward, but it’s complicated by the fact that many viewers want an effortless experience. “This is why voice activation is working so well, because it’s actually the only thing easier than picking up a remote and pressing the buttons,” says Ben Winkler, Chief Investment […]

 
 

What Marketers Care About Most: Our NewFronts Compilation

In the weeks leading up to this year’s Digital Content NewFronts, we interviewed a number of industry leaders about what matters most: They cited quality storytelling, data and insights, authentic integration, accountability and brand safety. This video is a highlight compilation our several of our conversations. The first three are a related trio of concerns. Quality […]

 
 

IAB’s Bager Reflects On NewFronts New York, Looks Ahead Hollywood Debut

Sometimes with digital video, shorter is the best way to engage with viewers. With its just-completed Digital Content NewFronts 2018, the IAB “went back to its roots for a week” and had one of its best years yet, says Anna Bager, EVP, Industry Initiatives. “Great presentations, the right amount of great content, sales, customer engagement. […]

 
 

Comedy, Live Content Are Opportunities And Pitfalls For Brands: Initiative’s Kozo

Here’s a useful tip for anyone wanting to pitch something to Initiative’s Amber Kozo: Try humor. It certainly worked for Meredith Corporation at the recently completed Digital Content NewFronts 2018. Meredith used its NewFronts presentation to announce additions to its over-the-top PeopleTV service, including “Chatter,” a live talk show hosted by actress Rosie Diaz that […]

 
 

Meredith Expanding ‘Seamless’ E-Commerce Content Integrations

Meredith Corporation plans to integrate e-commerce options “seamlessly and natively” into more of its content to make it easier for people to buy things “and give them a great experience on the back end.” The publisher’s e-commerce and shopper marketing plans were one element of its Digital Content NewFronts presentation last week. “One of the […]

 
 

Cotton, Inc.’s Cooper On The ‘Tipping Point’ For Cause Marketing

Amid discussions about brand safety, high-quality premium video, channel specific content, data and insights and technology and innovation at the Digital Content NewFronts, it was the cause-marketing theme that resonated with Cotton, Inc.’s Emily Cooper. “For me, the thing that’s really standing out the most is it feels like this year’s really the tipping point […]

 
 

Meredith Creating Unified Identity Database

Fairly soon, few if any media companies will know more about female consumers than Meredith Corporation in the wake of its purchase of Time Inc.’s publishing assets and the accompanying trove of user data. “We’re working hard to combine and collect that across all of our properties, all platforms, and have one unified identity database […]

 
 

Meredith Will Offer Video Advertising ROI Guarantees In NewFronts

Meredith Corporation was a pioneer in offering print advertising sales guarantees, something it subsequently extended to digital and cross-platform media. Now it’s set to offer guarantees on video advertising ROI. “Just like we’ve done in print and just like we’ve done in digital, one of the things that we’ll be talking about with brands this […]

 
 

At Meredith Corporation, Data Is Powerless Without The ‘So What?’

At the new Meredith Corporation, the term “so what?” isn’t a reference to the song popularized by the singer Pink. It’s the desired nexus between the “persistent and dynamic data” that America’s largest magazine publisher collects on its consumers. “It’s great to have data, but you need to turn it into the so what?” says […]

 
 

Digitas NewFront Event Will Highlight Brands And Social Causes

When Digitas helped launch the Digital Content NewFronts 11 years ago, the message to advertisers was simple: pay more attention to what’s happening in digital. In keeping with the turbulent times, the agency’s 2018 NewFronts event is titled The #Boycott NewFront. “At the end of the day, we’re not saying to brands ‘you have to […]

 
 

Meredith’s Digital Assets Are Viewed ‘With Intent’: Chief Digital Officer Minoff

What’s the difference between someone perusing social media content and navigating one of Meredith Corporation’s digital assets? “When people come to us, they come with purpose and intent,” says Matt Minoff, the publishing giant’s Chief Digital Officer. “When I’m on Facebook, I’m in browse mode. I’m scrolling through a feed and I’m looking for things […]

 
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