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What we do

Strategy, marketing and advertising to women

We work with you to identify the aspects of your brand, product, retail, customer-service and selling environment that can be optimised to increase your sales to women.

In our experience, reaching women doesn’t always mean changing everything, it can simply mean tweaking what you’re already doing to make use of triggers that will have an impact on your female target audience.

Brand insight

Using our in-depth knowledge of the way women respond to marketing messages, we dig deeper to uncover the insights that will identify how your brand needs to develop to meet the needs, desires and aspirations of today’s women.  We assess where your brand communications are, and how they need to develop to become more effective.

Brand positioning and identity

We’ll help you develop a clear and compelling brand positioning and express it in ways that tap into the drivers that motivate women not just to buy, but to become brand advocates.

Creative development

Insight-driven creative is only effective when the insight is transformed into a creative execution that will cut through the sea of mediocre work we’re so used to seeing.

Whether it’s men or women coming up with the ideas, when it comes to female brands, old cliches and stereotypes still live on in our agency creative departments.

We aim to help you produce creative, effective advertising that taps into what women are really like, not what people in ad agencies think they’re like.

Keynotes and speaking

Gail is an experienced speaker and can be booked for one off talks, seminars and lectures as well as keynote speeches. Book seminar

Recent engagements include:
















Chairman’s speech, IPA Women in Work event:  Watch video

BBC R4 Woman’s Hour Oct 2012: Madwomen has contributed to this programme several times Listen to interview

ITV ‘Tonight’ September 28th 2012 “Who Does Your Daughter Look Up To’ Sept 2012: Madwomen mentor a young female wannabe ad exec

International Day of the Girl: Mentoring girls on the London Eye

TEDx 2012: Gender and advertising

Women of the World 2011: ‘Selling us Short’ listen now

Vision Creative Conference 2011: ‘Men shop on Mars, Women Shop on Venus’ watch video

IPA Women in Work Conference June 2012  – Madwomen chaired this event for 100 women in the ad industry – watch video

WOW Girls 2012: As part of Jude Kelly’s ground-breaking ‘Women of The World’ initiative, Madwomen are taking part in mentoring events to help give young girls positive role models from the business world

TFM&A 2011: Madwomen ran a seminar discussing the best ways to engage with women online

The Mad Bad Ad Show C4: Madwomen’s Creative Director was a panellist on this comedy quiz show