Author and leading expert on marketing to women, Amanda Stevens, joins agency to lead research initiative, promote best practices
CHICAGO (June 28, 2011) – Amanda Stevens, author of SheMarketing and SheSelling has joined forces with HY Connect, an integrated communications agency, to identify and promote “best practices” for marketing to women. She’s working with HY Connect’s dedicated team of advertising and communication professionals who work together to apply proprietary research and insight to create more effective advertising to women. The addition of Stevens as president and executive creative director bolsters the agency’s capabilities to identify effective strategies for the agency’s growing list of clients, as well as advocate for best practices in the industry.
“The advertising industry continues to fall short for women,” said Tom Jordan, HY Connect chairman and author of Re-Render the Gender. “Amanda has the expertise and leadership to show the industry how to do better.”
Stevens, native to Australia, presented earlier this year at M2W® – The Marketing to Women Conference held in Chicago. Stevens presented alongside Jordan and HY Connect Director of Strategic Planning Elissa Polston on why the vast majority of advertising is not connecting with women and what companies can do about it.
“Marketing to women effectively is something brands just can’t fake,” said Stevens. “We need to utilize research-driven insights to uncover what resonates with women and what doesn’t, then have the courage to apply those insights to work.”
HY Connect recently conducted a major research project led by Stevens to understand how the different life stages of a woman effects what advertising messages appeal to her. Jordan and Stevens are also getting ready to release their new marketing to women book, Pursestrings: New, Proven Ways of Reaching the Hearts and Minds of Female Consumers, that looks at the emergence of social media, public relations and word of mouth.
HY Connect (formerly Hoffman York) is a fully integrated marketing and communications agency that builds effective and meaningful connections between clients and their customers. HY Connect offers a full suite of traditional marketing services such as advertising, interactive, public relations and social media, as well as specialty services such as mobile and marketing tow women. The agency has offices in Chicago and Milwaukee with $110 million in annualized billings. Visit hyc.com for more information.
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