Oranje Creative’s Post

Globally, 89% of creative teams are led by men and historically advertising has been largely “man-made”. Established by men; employed by businesses run by men; produced by male directors; signed-off by male executives; appearing in media owned by men. The astonishing thing is, advertising prides itself on being current - yet remains one of the most conservative, male-dominated industries worldwide. The advertising industry remains entrenched in a regressive past, reminiscent of the “Mad Men” era. A staggering 89% of creative teams are led by men, while it’s paradoxical that women influence 89% of consumer choices. The industry needs to recognise the consumer experience and instinct, that women bring into focus. Oranje Creative is Adelaide’s longest established, female-led, full-service advertising agency. We know what it takes to get into the industry, then develop a successful agency, in a male-dominated space. Oranje’s purpose has always been to create content accurately representing women. We believe “woman-made” content displays an easy, unconscious competence when it comes to marketing to women. That’s because women are no longer focused on blending-in. #TelstraBestofBusinessAwards #AcceleratingWomen #Finalist #SouthAustralianAcceleratingWomenFinalist #OranjeAcceleratesWomen #WomenInAdvertising #UnconsciousCompetence #AdvertisingEquality #WomenInCreative #InclusiveAdvertising #CreativeImpact #DiverseStorytelling #FemalePerspective #DiversifyAdvertising #InclusiveAds #WomensVision #GenderEqualityInAdvertising #AuthenticRepresentation #CreativeIndustries #ChangingTheNarrative #FemaleLedAgency

Women influence an astonishing $31.5 trillion in global spending, a number that continues to grow each year. But does the way we market to women reflect this increasing economic power? Are we authentically representing women in our advertising efforts at the same rate as their spending power grows? It’s about more than just avoiding stereotypes; it’s about crafting messages that resonate deeply and inclusively. Challenge your brand to evaluate whether your marketing efforts and investment are evolving as quickly as the female market. Commit to transforming how women are portrayed in every campaign. #CPG #Products #Advertising #Ads #Marketing #Branding

Virgin Atlantic Holiday's latest ads are a fantastic example of how to develop inclusive, effective advertising that smash stereotypes. These ads land in the top 1% of all ads in the UK for positively portraying women. The women in the ad are a core part of what makes these ads effective. Their impact is not simply about their presence, all aspects of their identity and their personalities shine through vibrantly and emotively, even in a static image. When I reach that age, I want to be like them! People’s emotive responses to the ad really bring to life the role this plays in people’s ‘love’ for this ad and how that contributes to making it effective. "I like that the women are older but dressed for fun and excitement" "It’s a different type of person portrayed. I like the colours. The women look empowered" " It feels really inclusive, it's humorous and relatable" ‘I like the diversity and the strength and positivity of the women represented in the ad’. "Love that it is older normal women. Virgin are great at showing how inclusive they are in all of the adverts." "I like that the add shows "real" people, not models. All ages, colour and shapes" “I love that it challenges the norm, has older women from different races” "Nice to see older women being on an advert" " I love this ad. I like the take on older ladies enjoying themselves, love the feminist approach."   Annabelle Cordelli, SVP brand & marketing, champions work like this as being core to their strategy and in market success. This isn’t a one off, and it isn’t only about advertising. DE&I sits at the heart of the business’ strategy and future success. What stops more brands from creating highly impactful ads like these? When you get this right, you’re not only shaping better futures for the people you feature, and society at large, you’re shaping a better future for your brand. #iwd2024  #investinwomen #kantar #marketingeffectiveness Dom Boyd Amy Cashman Sarah Morrell Caroline Frankum Rachel Evans Leonie Gates-Sumner Vera Sidlova Duncan Southgate Jane Ostler Piers Lindsay-Taylor Richard Jones

#Trendspotting 👀 The summer of the female dollar is evolving into the rule of the female dollar. 👑 Beyond last summer's wave of girl-spending, brands are starting to see the benefit in putting their #marketing efforts toward female audiences. But it's not just about appealing to all things feminine on a surface level — brands should incorporate women into their strategies in meaningful and genuine ways. https://hubs.li/Q02ss25_0

A few days ago, I was watching television with my wife. Normally, I skip advertisements because either they're obnoxious or they're irrelevant. Quite often, they're both. But this random, 30-second Lancôme spot (linked below) caught my eye immediately. I watched it, then I rewinded up the DVR and watched it again. What was it about this ad that landed so well? Why did I feel so curious about an ad that is, quite frankly, completely irrelevant to me, a middle-aged straight man? As I watched it a second time, I realized what stood out about it--what *leaped* out about it: Lancôme features a woman from almost every generation of women. Consider this rundown: • Zendaya - 27 • Aya Nakamura - 28 • Hoyeon Jung - 29 • Lily Collins - 34 • Amanda Seyfried - 37 • Penélope Cruz - 49 • Julia Roberts - 56 • Isabella Rossellini - 71 That's an impressive assemblage of talent (representing the entire Lancôme stable of spokespeople at present), but more importantly, it's a unique assemblage of women of varying ages. The Lancôme ad is a beautiful example of generational marketing, and it comes from a company that understands the importance and value of generational marketing. When you take your advertising budget and segment the various ads you're running to target specific age groups, that's generational marketing. And it's something Lancôme is particularly good at. (Just look at their spokespeople.) By tailoring your ads to specific age groups, you can be sure that your brand doesn't "age out" as your customers grow older. And here's the real deal: generational marketing can work for almost any business. Recently, Fit Small Business published this guide to generational marketing. In it, you'll find everything you need to know to get started with this powerful marketing practice. Watch the ad, and then take a look: https://lnkd.in/gAP4fTqF #marketing #advertising #generationalmarketing #digitalmarketing

Shocking ads have been shown to see a 21% increase in attention rates. A study by Ipsos and Effective UK reveals that creating taboo ads can lead to increased brand success. These ads, when emotionally connecting with consumers, can boost brand growth and reduce price sensitivity by 40%. Interestingly, despite the potential benefits, some brands remain hesitant to break the mold. A recent study found a 107% increase in fear of backlash for supporting women's rights. What are your thoughts? #marketing #ecommerce #recruitment #contraversialcampaigns

modern advertising has FAILED women in many ways. here’s how: 💋 while championing women's empowerment solely for profits, these brands chase the winds of change, undoing real feminist work. 💋 brands create ads targeting women who have purchasing power, uplifting the already uplifted while doing little to no work for the most vulnerable women on the planet – often women of color in the Global South. 💋 with the visibility of feminist messaging around us, it might seem to us that things are really changing, but visibility doesn’t equal impact – in fact, it can be even more damaging by painting an untrue picture of progress. 💋 shame, guilt and underconfidence are major patterns in feminist advertising, but agencies and brands don’t always notice the harm – this is where they need intervention and REAL feminist literature to guide their work. quick guide to doing better: 💋 if you want to create real change as a brand, start with *creating real change* – not just hypothesizing the after effects of using your product. 💋 avoid pitfalls by doing some reading. popular feminism by sarah banet weiser is a great first read. 💋 ask yourself: who are the women I’m talking to in my ad? am I excluding any groups of women? am I making generalizations about women? am I creating real change that impacts women? and that’s a wrap for today! what thoughts did we give flight to, bestie? tell us in the comments below. #ethicalmarketing #advertisingforgood #girlsinmarketing #womeninmarketing #wonderwork #goodmarketing

🌟 Attention Company Owners: A Missed Opportunity in Marketing to Women 🌟 It’s time for a reality check. Despite women driving the majority of buying decisions, many businesses are missing the mark by not having women in key marketing roles. No amount of data analysis can substitute for the genuine connection and insights that women bring to the table when marketing to female audiences. Excluding women from these roles doesn’t just limit your marketing effectiveness; it overlooks the diverse perspectives and creativity women offer. In an era where authenticity and inclusion are paramount, ensuring your marketing team reflects the diversity of your audience is not just right; it’s smart business. To truly resonate with the female demographic, we must do more than just market to women; we need to market with women. It’s time to embrace diversity in our marketing teams to unlock deeper connections with our audience. #MarketingToWomen #DiversityAndInclusion #FemaleEmpowerment #BusinessStrategy https://lnkd.in/eYewEGsS

"Stanley was sitting there for years, thinking as so many brands do: 'Oh, you know, we will lead with and target men, and the women will follow.' And actually, it's completely the other way around. Lead with women and the men will follow," Cindy Gallop, former BBH U.S. chairman and president and founder and CEO of video sharing platform MakeLoveNotPorn tells The Current. #IWD #advertising #internationalwomensday

🎉 Celebrating Women's Voices 🎤 : The Build the Door Campaign" 🌟 As we near the end of Women's History Month, I want to take a moment to thank the creative genius Christy Harst and video producer Brandon Miller behind the #Buildthedoor campaign. You might be wondering, "What is the Build the Door campaign?" Well, it's a modern twist on the old-school phrase "get your foot in the door." In today's world, just putting your foot in the door isn't enough. That door might as well stay shut! So, in this post-pandemic era, we have to take matters into our own hands and Build the Door. The Build the Door campaign is all about raising awareness and driving change to feature women's voices in brands, sports, promos, and even trailers. Women are everywhere – shopping, watching, and supporting home improvement stores, getting their cars serviced, and cheering on their favorite sports teams. It's time for their voices to be heard and celebrated. If you haven't already, I encourage you to listen, watch, and follow the ads that are part of the Build the Door campaign. Let's bring more eyes and ears to the incredible voices that are reshaping the advertising landscape. I am truly honored to be among the fantastic voices of the “Build the Door” campaign. Together, let's keep breaking down barriers and building doors to a more inclusive future. I'm truly honored to have been a part of this campaign (Lowe's Companies, Inc.) , and I'm hopeful that some of the brands took note 🗒 and hit play ▶ on the fantastic voices that were featured #BuildTheDoor #WomenInAdvertising #VoiceOver #WomenInSports #womeninvo