Womenkind Uses Women to Create Ads
November 21, 2007 by Susan Gunelius
Filed under Marketing
Womenkind is a new kind of ad agency started by four advertising pros – former Lowe worldwide CEO Larry Judge, former WPP Group chief technology officer Steven Leitner and two former members of the creative team for Ammirati Puris Lintas, Kristi Faulkner and Sandy Sabean. The New York-based agency will provide advertising, business consulting and technology solution services using a unique model that leverages a network of women to execute and design ads to appeal to the female market.
Here’s how the business model will work according to an article on Adweek.com:
“To execute work, the agency will rely on a pool of mostly female freelance talent that includes creative directors, art directors, copywriters, marketing executives and producers. The talent, which Womenkind dubs “mavens,” will be hired as needed, therefore minimizing agency overhead. To develop ideas, markets or direction for brands, Womenkind has assembled a group of “muses” that includes small business owners, mothers and activists. The muses will function as a standing focus group and will communicate via a password-protected Web site as well as regular lunches, salons and phone conversations.”
The business model is based on a simple premise: women make 85% of brand purchases, but most brand messages are ineffective at capturing the female audience’s attention. Therefore, those advertising investments are not bringing in an adequate return. Womenkind hopes to change that and make advertising messages more appropriate for the female audience.
One more interesting thing about Womenkind – the agency plans to donate 5% of profits to disadvantaged women. Most likely, the funds would go to charitable organizations identified by Womenkind’s clients.
I have to say that I think this business model is innovative and intelligent. First, it uses one of my favorite things – common sense, which I talk about all the time on Brandcurve. Second, it focuses on consumers and their needs. Third, it recognizes women as a powerful audience. I love it! How can I get on board as one of Womenkind’s freelancers? Note to Mr. Judge, Mr. Leitner, Ms. Sabean and Ms. Faulkner: count me in!
Hey Susan, great post! Count me in too. This is finally corporate America realizing that female buying power goes beyond the checkbook. We also have impact and leadership ability when it comes to decision making and manipulating.
Thanks for the support! Anyone interested in becoming a Mavens go to:
http://www.womenkindnetwork.com/app/maven
If you know a reputable creative, producer, strategist, web developer, former client, anthropologist, psychologist, Human Resource pro, accountant, or specialist in any field related to marketing, media, production, or communications, please forward the link.
Thank you for visiting, Sandy, and thank you for posting the link. I’m on my way to apply!
Hi Sandy and all,
Finally! I have been focusing on women in the healthcare business for the past two years, slowly building a grassroots network among women in business as well as women as patients and consumers. Tapping into women’s multi-dimensional roles as consumers, caregivers, careerists and community leaders has been completely “glossed over” in healthcare except for the “hormone” controversy. There are many important contributions for marketing to make. See my blog at http://www.healthcarepublicrelations.blogspot.com
Count me in too!
Thanks for commenting, Kelley. I’m on my way over to your blog!
You also might want to check out my new blog called Women On Business at http://www.WomenOnBusiness.com.
I applied to be a Maven for Womenkind on Friday thanks to Sandy Sabaen’s gracious posting of the application link in her comment to this post above. I received an automated email in response telling me my application would be reviewed, and I will be contacted. I’ll keep everyone posted on my progress!
Great blog Susan. I can connect you to women business leaders in healthcare if interested. We have a leadership conference coming up on Dec. 6th and 7th and I’d like to re-invigorate the subject between now and then. Let me know if interested!
Kelley
I like to find out more about Womenk!nd
and find out whom to contact to get on their
database of consultants
I saw an article about this in the WSJ. The idea certainly has some exciting possibilities and is addressing a receptive audience. I do wonder why there is no website with contact information for this company. I would love to connect with the founders to find ways to partner. I also wonder how many people will fill out their profile and give up personal information about themselves with little information in return except the results of a major PR effort…
Kelly, you make some excellent points. The only additional information I have at this point on this company is that I filled out a profile/application on about 11/23 and have heard nothing back from WomenKind. I still love the idea for the business model, but so far I’m not impressed with their communication. I’ll update again if/when I hear from WomenKind with more information.
Hi Susan and Kelly,
I have not heard anything from them either. Hopefully they are busy trying to get their first client! I agree with you both. It’s a big PR effort with little to show so far.
Kelley