Join us to learn more about how better portrayal is good for business.
IAPI and Ipsos B&A invite you to celebrate International Women’s Day with us this year.
To celebrate #IWD24 we bring you two accomplished Directors from Ipsos B&A who will speak to us about utilising the force of marketing not just to mirror culture but to shape it.
We'll be joined by Samira Brophy, Senior Director, Ipsos B&A to bring us through their recent report from the UK - A Woman's Worth: The business case for non-traditional gender portrayal.
In the UK 29% of people agree that the main role for women in society is to be good wives and mothers. This number is higher amongst 16-24's. Marketing has played a big role in reinforcing gender bias. In one analysis of ads tested in the Ipsos database, they found that 58% feature women in traditional roles.
But they also found there is a clear commercial upside in challenging gender stereotypes in advertising. Ads featuring women in non-traditional roles are significantly more likely to score higher on the Gender Equality Measure®, and subsequently are 24% more likely to drive short term sales and 28% more likely to drive brand equity.
We'll also be joined by Clare Kavanagh, Director, Ipsos B&A to provide the 'View from Ireland - Some thoughts on gender.' Clare will present a hot off the press poll on attitudes towards women's role in society, drawing a dotted line between marketing / advertising / social media representation and risks to women and civic engagement.
Following these presentations, we will be launching the 2024 Female Futures Fund brought to you by IAPI sponsored by Guinness and Baileys - the bursary is designed to accelerate women into senior roles ensuring that we retain and promote our best female talent
We will host a panel discussion moderated by Aoife McCleary, Senior Copywriter, F&B Huskies, and IAPI Board member who will share more information about the 2024 application process and lead the Q&A.
Aoife will be joined by Linda Bradley, Head of Insights and Planning, DIAGEO Ireland who will be sharing the important role that true DEI and gender balance plays in creating excellent creative work and effective marketing and why Female Futures Fund is such an important initiative; as it enters it's 5th year.
We also welcome two past participants of the coaching programme who will be sharing their personal insights into what applicants should expect and the impact the programme has on participants.
- Bairbre McGlade, Creative Director, BBDO Dublin (FFF Alumni 2021)
- Ciara O'Connor, Strategy Director, Mindshare Ireland (FFF Alumni 2022)
Female Futures Fund 2024 will officially open for applications following this event on 6th March.
We invite all our members to attend this event, whether you will be applying for the Female Futures Fund yourself this year, you will be the nominating person (proposer) within your agency, or you are just interested in hearing a different perspective, please join us to learn more.
Join us on the 6th March to celebrate International Women's Day and Launch the 2024 Female Futures Fund. RSVP here>>
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Add to Calendar 2024-03-06 08:30:00 2024-03-06 10:30:00 Europe/Dublin A Woman's Worth - Launch of the 2024 Female Futures Fund Learn more about the clear commercial benefit for brands willing to actively feature powerful portrayals of women. Clayton Conference Centre, Cardiff Lane IAPI info@iapi.com
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Add to Calendar 2024-03-06 08:30:00 2024-03-06 10:30:00 Europe/Dublin A Woman's Worth - Launch of the 2024 Female Futures Fund Learn more about the clear commercial benefit for brands willing to actively feature powerful portrayals of women. Clayton Conference Centre, Cardiff Lane IAPI info@iapi.com