We are a female-founded, female-led (yes, THAT F-word!) marketing and PR agency, which makes us quite rare, with less than a third of all agencies globally led by women, and only 0.1% actually having been founded by a woman.
Why it Makes Sense to Choose a Woman-led Agency
Being female-led also happens to give our clients a cutting-edge advantage when it comes to promoting their businesses, whether that business is a B2B, B2C or a charity. Why? Because women as a group are the major consumers worldwide, making most of the purchasing decisions about anything and everything from houses to cars to food.
According to surveys, such as this one, many women feel hugely frustrated by stuff that just doesn’t work, whether that is clothes that don’t fit, cars they can’t load toddlers in to, beauty products that don’t work or financial services that simply aren’t fit for purposes. That gives your brand a huge untapped opportunity to get it right.
A Very Female Perspective
The female perspective is essential in today’s world where women control about $20 trillion in annual global consumer spending, and that figure could climb as high as $28 trillion in the next five years. Their $13 trillion in total yearly earnings could reach $18 trillion in the same period. In aggregate, women represent a growth market bigger than China and India combined—more than twice as big, in fact.
In addition, women make the majority of decisions about pretty much everything in the home or in business- 60% of purchasing decisions, including the purchases of 94% of home furnishings & 92% of vacations. Along with being more likely to give to charity, the median donation from women is also higher than that of men according to Charities Aid Foundation.
Given those numbers, it would be foolish to ignore or underestimate the female consumer, and so having a female-led agency is – we would argue – the best choice you can make for your business.
WTF can Women do for Your Business?
The above is also borne out by the statistics about how business add to their bottom line and profits substantially when they have a higher percentage of women in leadership and decision-making roles.
Over a decade ago Catalyst research found the following:
- Businesses who put women in top leadership positions & had high ratio of women in leading teams, saw their financial performance advance over those with the lowest women’s representation.
- Five industries were analysed, and of those the businesses with the highest representation of women in their top-level management teams witnessed a higher ROE in comparison with companies ranking low for representation.
- In 4 out of 5 of these same companies with the high levels of representation also experienced a greater TRS than their low representation counterparts.
Fast forward to 2019 and there are more women in positions of authority, which is great, but most advertising, actually most life-things (safety, medicine, even the office air you breathe), is still designed around the male of the species. His average size, temperature, physiology, mindset informs pretty much everything in our culture. Yet as we have already seen, women control the purse strings, regardless of how much of the purse contents they earn – and they increasingly earn more and more of that as well. Of Britain’s millionaires, there are 24 per cent more women than men in the 18-44 age bracket.
Therefore, appealing to the female psyche and preferences is a smart choice for any brand.
And is likely to give your brand an advantage as even even businesses who think they are effectively targeting women consumers aren’t doing it well at all, even now. Just think of the Boden advert for children’s clothes in December 2019, as an example. It’s incredible really, that something this sexist could actually be put forward by an agency in 2018! It kicked off such a furore that Boden had to issue a public apology, in which they said “We will ask Don Draper to stop writing our copy”. Indeed. Clearly they were using the wrong sort of agency…!
So don’t hesitate a moment longer – get in touch and let us add the F word to your marketing and help your brand win that unfair advantage!