Gender inequality in advertising

Rocket Fuel

Occasionally the opportunity presents itself for a company to tap into a major media topic, but these opportunities can easily be missed. Rocket Fuel, a marketing technology platform, isn’t short of data and insights. But the reports it creates are aimed at helping advertisers and agencies better understand the digital marketing universe, not grabbing headlines. So it falls to our team to comb these reports to unearth that nugget of information that’s going to form the basis of a great story.

The Idea

When Rocket Fuel shared its Creative Guide to digital advertising with us, the dramatic discrepancy in the performance of adverts featuring men (4x more successful) versus women provided a golden opportunity to enter the gender inequality debate. Teams across Europe ran with the data point proactively pitching media and tapping into broader debates such as inequality in pay in Hollywood to secure coverage in mainstream titles.

The Results