Hoffman York’s Creative Director Tom Jordan Unveils Fresh Perspective On Advertising To Women In His New Books Re-Render The Gender

Posted by on Apr 22, 2009

– Why Much of Today’s Advertising Does Not Resonate With Women –

MILWAUKEE (April 22, 2009) – Women control more than 80 percent of all purchasing decisions. However, more than 70 percent of all advertising is created, approved and selected by men. Research has shown that women and men respond differently to brand messaging – so what works for men might not work for women. The end result? Much of today’s advertising does not resonate with women. And that can be a problem, especially for products marketed to both men and women.

Tom Jordan, executive creative director at Hoffman York, an integrated advertising agency with offices in Chicago and Milwaukee, has tackled the issue head on with the release of his new book, Re-Render The Gender. The book is now available on www.amazon.com.

Inside, Jordan explores why much of today’s advertising does not resonate with women. The book also addresses a series of advertisements which have been thoroughly researched by online panels, focus groups and other independent services to help the reader understand what messaging works, or does not work, with women.

“Jordan’s ‘Re-Render The Gender’ could not have been published at a better time. In this tough economy, as marketers and CEOs, we need to find more effective ways to reach our audiences. This book does just that. It showcases ways to create advertising messages that hit both men and women,” said Karen Strauss, president of Masco Builder Cabinet Company.

The book also explores how the pursuit of “creative” excellence and the powerful influence of awards can distract marketers and agency creatives alike. Instead of developing a message that resonates with both men and women, they become focused on creating edgy advertising that too often misses the mark.

“Jordan provides an insider’s view of an industry where both males and females have to ‘think like men,’ said Kasey Windels, Ph.D., assistant professor of advertising at DePaul University. “Re-Render The Gender discusses the blind spot marketers have when talking to females, a blind spot that could cost them millions in missed revenue. The book is a call to action to all marketers to re-think the system.”

About The Kaleidoscope Group

In its commitment to market to women, in 2004, Hoffman York formed The Kaleidoscope Group, the agency’s dedicated business unit and think tank to address best practices in advertising to women. The group was established to address the disconnect between the powerful female audience and the male dominated advertising industry – more specifically, the creative teams who develop advertising.

The Kaleidoscope Group is not just a clever name; rather it’s a representation of what Hoffman York is doing to learn about women at every phase of their lives. With each turn of a kaleidoscope, the picture changes. Women are the same way. With each change – a new job, marriage, the birth of a child – a woman’s life changes and so does her perspective and her reaction to advertising. Hoffman York’s research is complete, and the findings have been tested in ads amongst a control group of women; however, the agency has an infrastructure in place for additional testing and research if needed. The group is currently working with several clients and is available to consult on a number of areas relating to this critical target with services including communication audits, strategic development and campaign creation, execution and placement.

For more information about The Kaleidoscope Group or to schedule a presentation of the agency’s research findings, contact Troy Peterson at (414) 289-9700 or visit www.kscopegroup.com.

About Hoffman York

Hoffman York is a fully integrated agency offering a full suite of services that include advertising, public relations and interactive. The agency has offices in Chicago and Milwaukee with $90 million in annualized billings. For more information about Hoffman York, visit www.hoffmanyork.com.

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