Re-render The Gender

Posted by on Sep 1, 2010

Re-render the Gender book imageWhy the vast majority of advertising is not connecting with women – and what we can do about it.

  • Why it’s time to re-render the gender.
  • Women control over 80% of all purchasing decisions.
  • Over 70% of all advertising is created by men.
  • Advertising created by men is greatly influenced by the creative award shows.
  • The judges at creative award shows are overwhelmingly male.
  • Advertising that wins at creative award shows appeals almost exclusively to men.
  • Again, women control over 80% of all purchase decisions.

It’s time to stop this merry-go-round and head in the right direction.

How the process of writing this book began.

In 2004, our advertising agency, Hoffman York, set out to discover why so much of today’s advertising doesn’t resonate with a female audience. If the purchase of so many products and services are, indeed, influenced by women, what is causing so many off-target ads?

What makes this book different.

Every advertisement included in the book has been subjected to research in some way, shape or form. We have used online panels, focus groups, moderator interviews and other independent services to help us determine what messaging works, or does not work, best with women.

Throughout the course of our research, we have looked for common elements that would help, or hinder, in crafting compelling messages for women. We will also demonstrate it is possible to reach women and still effectively reach men.

What this book is trying to change.

The women who saw this ad in testing thought it was a hoax. Unfortunately, it wasn’t.


A picture gives a thousand reasons why every Chief Marketing Officer should read this book.

Yes, this is an ad for breakfast cereal – something that could provide nutrition for the whole family. So let’s show a guy in a wife-beater T-shirt while the woman lounges on the counter. Huh?

What people are saying about the book.

“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.”

– Karen Strauss
President of Masco Builder Cabinet Company

“Jordan provides an insider’s view of an industry where both males and females have to think like men. 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.”

– Kasey Windels
Ph.D., Assistant Professor of Advertising at DePaul University

“I’ve spent a good part of my career championing the fine art of advertising and design. It’s wonderful to see an agency discover that you don’t have to abandon compelling creative to effectively reach a female audience. I encourage everyone in our field to take Tom’s book to heart.”

– B. Martin Pederson
CEO and Publisher, Graphis, Inc.