Why do so few women manage to make it into senior positions within agencies, despite the majority of advertising being directed at females?
There is a scene in the film What Women Want where Mel Gibson tries to wax his legs in an attempt to try and understand, err, what women want. It is one of those eternal advertising questions. What drives women to purchase one brand and not another, or to blow hot and cold?
As equally important, however, is the question of why most adverts are aimed at women, and yet very few females are in senior agency positions or are involved in boardroom decisions.
While advertising about, for, or involving women is rapidly gaining ground, there are women in adve
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