advertising

Article

Her story

A couple of years ago Trndmrkr wrote a trend report and gave lectures about a new female narrative -about the changing mindset and empowerment of women . Today, this shift towards a more femine mindset is expanding world wide. JWT has finalised research spanning nine countries – including the US, the UK, Saudi Arabia, Brazil and China.

The living research, known as the Female Tribes campaign, includes interviews with 4,300 women between the ages of 18-70. Setting out to “change the conversations brands have with women”, key findings from the report include:

76% believe there has never been a better time to be a woman
58% said role models in TV or film have inspired them to be more assertive or ambitious
74% said their work is linked to their sense of self
86% said that femininity is a strength, not a weakness.

See more on how female mindsets are changing in the documentary Her World

RefL JWT, Stylus

Article

How to use WhatsApp to conduct research

AAEAAQAAAAAAAAM9AAAAJDFjN2U1YmMwLTQ1MzgtNGI3Mi1iNGRiLTk2MjhhZWUwODYwNgWhy WhatsApp is the perfect tool for conducting qualitative research… not sure if I agree with all the mentioned ‘benefits’- but it is a nice snapshot tool…interesting read

Ref: OMD Interational

Reacties staat uit voor How to use WhatsApp to conduct research
Article

Designer and researcher: the new creative partnership

TimeisnowExperience design agency Foolproof has a clear vision where more future forward creative agencies are moving towards: teaming up designers with researchers.

It is something that I personally have experienced as a win-win situation for both clients and agencies who want to create effective customer centric products and services. Looking forward to seeing & experiencing this collaboration at more ad agencies as well. Read the whole article here.

Reacties staat uit voor Designer and researcher: the new creative partnership
Article

New Female Role Models

This commercial is one of the many ads that are currently running addressing Women and Labeling or even sexism like this much revealing UN Women  commercial..

…Heavy duty! But unfortunately for many strong and independent women around the world this is sometimes still is reality. Therefore, it’s good to see Pantene is opening up the discussion on this topic and acknowledges the need for more strong women role models. Read more on New Female Mindsets here….

 

Article

10 Trends for 2014

Marking those’shifts’ that matter, JWTIntelligence shared ten key trends that will drive consumer mind-set and behavior for 2014 and beyond.

I especially like the trend Telepathic Technology: understanding mind and moods and reacting in a personalised way is interesting. I believe this will help heath industry enormously to approach patients in the right way, and trigger some ‘brain-to- brain contact’ with consumers (think Mel Gibsons- and whathis telepathic skills could do for him in the movie ‘What Women Want’)

Thanks Claudia!

Article

Case: What Women Want?

A while back Trndmrkr gave a presentation about New Female Mindsets during the Nike EU Summit and this spurred off to some new projects and publicity…

In Volkrant Magazine, fashion editor Bregje Lampe asked my opinion about the latest Marks & Spencer campaign shot by celebrity photographer Annie Liebowitz- which highlighted new female rolemodels.

Subtitled “Britain’s leading ladies”, the women featured in the campaign are not just the usual A-list celebrities, but included an Olympic gold winning boxer and an award winning nurse as well. As such, M & S shows us that every women can be a ‘leading lady’ and do not have to conform to stereotype ’80 power dressing (think Angela Merkel). They can be successful and dress feminine at the same time.

Read the article (in Dutch) below:
EPSON MFP image

And more examples of this shift in paradigm are in the air…
The UN brought forth the much acclaimed campaign about womens rights in comparison with popular Google search words…
Kirsten van Hulst, author, politician and spokesperson for the UN on womens rights in the Netherlands launched her book (S)hevolution.

The Future Laboratory has captured this changing mindset of powerful- yet feminine- women aptly in this short but facinating explanation of the Athena women:
“Named after the goddess of wisdom, Athena woman is a positive reincarnation of the Alpha woman”

Athena Woman from The Future Laboratory on Vimeo.

So what implications does this shift have, to us and the brands who want to engage with all types of women? Perhaps we should recognize that individuality goes futher that gender. But gender surely does still matters – just not in the stereotypical ways of conventional marketing. Looking forward to your thoughts on this here

Article

The Naked Brand: The Future of Marketing

0903p6-naked-brand

Documentary about the changes that happening whitin the marketing & advertising industry and what to expect in the next 20 years…right from the horses mouth: Virgin, Patagonia, Pepsi and Common …now online and always good to remind us what its really about…

The Naked Brand – Official Trailer from The Naked Brand on Vimeo.

Unfortunately the whole documentary cannot be shared on this site but you can see it on the Bloomberg site

Reacties staat uit voor The Naked Brand: The Future of Marketing
Article

Instagramaniacs and the Collapse of Conversation?

Instagramaniacs
Against a backdrop of ever shorter technology cycles, end user needs are evolving at an ever quicker pace. Smartphones in use crossed the one billion mark in 2012 and will double by 2015. Such explosive take-up is also accompanied by new customer behaviors, such as the rise of Instagram. Teens are ditching Facebook en masse and moving to Instagram .

It has even become the second most popular (23 % up from 12 per cent last year) social network among teens in the
US according to Piper Jaffray’s semi-annual teen market research report

article-2475591-18F6598700000578-137_634x489 (Piper Jappray)

In a recent interview of Business Insider, the teens suggests that main reason why they Instagram is “Because you can just scroll through quickly when you’re bored, looking for funny or interesting stuff but not having full conversations.”

The following documentary shares a bit more insight on why young people like Instragram so much …

Instagram Is from technopaul productions on Vimeo.

Reacties staat uit voor Instagramaniacs and the Collapse of Conversation?
Article

Focus groups and good ideas

This happens so many times when you ask people their opinion, about what they want, how they feel or why they do the things they do.

Sometimes they just do not know why!

And this possibly keeps you from developing great ideas. So what’s the sollution- be inspired by people and inspire them!
Find out what is relevant in their life and understand the context. Why they are behaving in a (il)logical fashion? And dare to provoke them- let them explore- because just asking ‘Why’? is not enough.