Ads Are Missing The Mark With Men
Advertising is failing to keep up with the rapidly changing lifestyles of male consumers and is too heavily reliant on outdated stereotypes, according to Russell Davies, head of strategy at Wieden & Kennedy.
Speaking at Emap’s Men’s Seminar yesterday, Davies said that the majority of brands are failing to inspire young affluent males, who have never been more open to advertising. He said: “Men are increasingly looking to adverts for new ideas, but brands are failing to deliver. Magazine publishers have realised that outdated male stereotypes don’t work, but advertisers have been slow to cotton on.”
Davies called on the industry to be more innovative and to create a “new language” in advertising by moving beyond tired clichés and outdated stereotypes.
John Harlow, founding partner of Naked communications, also spoke of the need for change, saying: “These days men have many different faces and advertising needs to recognise this. You can no longer treat men as a broad demographic. Demographics and blanket media buying don’t really work any more.”
Naked Communications: 020 7336 8084 www.nakedcomms.com Wieden & Kennedy: 020 7299 6800 www.wk.com
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