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Femvertising: Advertising taking social responsibility to sell brands
Journal of Brand Strategy,
7
(4),
318-325
(2019)
Abstract
Brands have taken notice of the age of #MeToo, by producing thoughtful advertising aimed at empowering women — Femvertising is winning over both marketers and females. This paper looks at femvertising as it reflects a renewed interest in women’s rights and role in society and what that means for brands and marketers. More than ever, women are seeking esteem from marketers showcasing real women to sell brands. Femvertising is also a champion of equality, leading the way for brands to take societal accountability in marketing to not only sell but also empower.
Keywords: Femvertising; #MeToo; social media; social responsibility; socially responsible; body positivity; marketing; branding; brands; business; women; empowerment; culture
The full article is available to subscribers to the journal.
Author's Biography
Nikki Mamuric is the Founder and CEO of Sprout Innovation Co., located in New Jersey, USA. The entrepreneur built Sprout following 18 years as a Fortune 500 CPG marketer, innovator, writer and speaker. Sprout is an innovation advisory ecosystem that creates, rehabilitates and grows new or existing consumer brands to stand out in today’s fiercely competitive retail and online markets. Before Sprout, she was Director of Marketing at L’Oreal, the world’s largest beauty brand. She spearheaded New Product Development for Church & Dwight, where she led strategic planning for iconic brands, including Arm & Hammer and OxiClean. She worked in Brand Management at Procter & Gamble (P&G), where she led marketing efforts for Crest 3D White, Oral-B, Fekkai and Folgers. With numerous marketing and innovation awards, her most recent accomplishments are ‘40 Under 40’ by Brand Innovators and ‘Top 25 Brand Builders’ by Leading Women Entrepreneurs. She served as the re-founder and co-chair of P&G Alumni Chicago and co-founded the P&G’s Women’s Marketing Network to help women marketers progress and succeed. At present, she is a member of She Runs It and Cosmetic Executive Women.
