Sex, Lies & Advertising
Monday 20 June 11:00 - 11:45 Lumiere Theatre
This is the story of how empathy leads to innovation and purpose.
Madonna Badger will talk about her agency’s core belief that innovation is empathy: a belief felt by her more than ever once she returned to her agency after experiencing a life-changing event.
She saw empathy as the pathway to knowing your consumers, to revealing a brand’s humanity, to genuine emotional storytelling, and to building brand love.
In 2016, that empathy led her agency to a new purpose - a more responsible portrayal of women in advertising. Because they saw that the objectification of women was contributing to how women are undervalued in society and to themselves.
The agency vowed to never objectify anyone again, through the #WomenNotObjects campaign, which has been seen in 175 countries with 40 million views.
This is also important to business empathy. 91% of US women are not connecting to advertising, even though they make 80% of purchase decisions.
Without preaching, Badger & Winters will convince the industry that a responsible portrayal of women is necessary today.