It’s one of the lesser-known truths in advertising. Brands want to connect with women, who influence some 70% to 80% of all consumer purchases. Yet, at these brands and the agencies with whom they work, there are very few women in leadership positions. It’s no wonder there’s often a disconnect, and it’s showing more in consumer attitudes and purchase decisions.
— Maranda Ryser (@marandaryser) February 5, 2018
“almost halfway through the game and not a single woman brand spokesperson #3percentsb #NotBuyingIt”
— @marandaryser, VJ Junior Art Director
This comment was just one of hundreds shared during Denver’s first live 3% Super Bowl Tweetup, which VJ hosted at our Denver office. Last Sunday’s Super Bowl LII marked the fifth year of the event organized by The 3% Movement and The Representation Project. Tweetup participants called touchdowns for brands scoring well with #MediaWeLike and fumbles for those in need of improvement with #NotBuyingIt.
The 3% Movement calls attention to a huge opportunity in advertising. Brands and agencies can form more truthful, enduring and profitable connections with consumers by increasing the percentage of women in leadership roles. VJ was selected to host one of six in-person 3% Super Bowl Tweetups in cities around the United States. We feel strongly about supporting this discourse. It’s part of who we are, an agency owned and led by women since our founding in 1970.
— Parker Shea (@parker_shea) February 5, 2018
“This is the first time that I’ve felt included in a #SuperBowl ad tonight AND it was woman directed @CocaCola @WiedenKennedy #3percentsb #MediaWeLike”
— @parker_shea, VJ Junior Art Director
As intended, we made a mark on the local and national conversation about women in media.
- CBS Ch. 4: Denver’s Ad Pros Rate Super Bowl Commercials’ Portrayals of Women
- Digiday: Brand winners and losers of Super Bowl LII
- Bustle: The “3 Percent SB” Hashtag Calls Out Super Bowl Ads That Stereotype Women
- Campaign: Highlights from the 3% Conference Super Bowl live tweetup
As an event follow-up, we partnered with Mighteor for The 3% Super Bowl After Show on Facebook Live. Check out our Facebook page to see how Andrea Nordgren of The 3% Movement, Liz Giorgi of Mighteor and VJ’s own Anne Faricy and Jen Hohn deconstructed this year’s Super Bowl ads.
Here at VJ, we look forward to even more dialogue supporting women’s voices. We see things through a human lens, not a gendered lens. It’s part of how we challenge the status quo, innovate daily, and lead our industry. And, it’s just good business.