Move over ‘pale male stales’

A newly found marketing company wants to change the way females are portrayed in advertising and society.

Feminists Anna Dean and Angela Meyer founded Double Denim just over a year ago after working in the media for more than 15 years.

During a presentation at Wintec’s Spark festival, the pair said they were fed up with working for the “pale male stales” and said it’s time for a change.

“I believe 100 percent in equality, and I felt that that is the ultimate aim with feminism: to ensure that women are equal to men,” Meyer said.

“Ultimately we would really like to be the agency that delivers change for women in terms of advertising and marketing, and ultimately in our society.”

The pair discussed how females are the major consumers of marketing and advertising – with nine out of ten purchasing decisions made by women.

Meyer said that women are the audience agencies should be marketing to. “If you are in a heterosexual relationship, women will have a massive influence over a big-ticket item.”

Meyer also said that only 11 percent of women are creative directors, which means the other 89 percent are men.

“It’s not revolutionary when you look at the numbers, it’s just that there is a blindness to looking towards that market [women], because men are the ones who have been in those powerful positions,” said Dean.

The key is talk to women as they are, not as what they are perceived to be, the pair said.

“We think feminism is a party and we would like you to join us.”