When it comes to controlling the global purse strings, some international stats suggest women make over 80 percent of all the purchasing decisions. Chris Ivers and Julie Stratton, who met at JWT in their 20s and between them have years of experience on both agency and client-side here and overseas, are embracing this burgeoning international trend and have launched new Auckland advertising agency Chalis Group, "the only New Zealand agency specialising in advertising to women".
Creative director Ivers says she has been interested in this area for some time and has discovered that while some US agencies are focusing on advertising to this large, growing and increasingly important market, there are currently no agencies in New Zealand offering the same service. There has also been much debate about the lack of female creative directors in New Zealand agencies and what effect that has on communications.
“Women have a huge influence over product purchasing and yet many brands don’t have a robust strategy when it comes to them. I believe many advertisers are simply missing the mark,” she says. “...Where advertisers traditionally thought women were mainly buying women’s products, they have been proven wrong."
According to Ivers, women are major purchases of cars and technology, things that have traditionally been the domain of men, and they are making major decisions in the financial area too. She points to research that shows women weigh up nine times as many factors prior to purchasing than men, so it's important to get the message right when creating campaigns for them. And while she says women are tough customers, she believes they will be amazingly loyal to your brand if you spend the time engaging them.
“It’s harder but it’s worth the effort. The returns are great.”
*Well, maybe not the world, but we never let a chance go by to put a Flight of the Conchords song up Youtube Video