In this session...
Our stellar panel will discuss how marketing to men has evolved and where they see it heading. Time Inc's Mark Frith will be joined by David Gandy, the world's most iconic male model; Robin Wight, legendary copywriter and president of The Engine Group; Time Inc. UK's CEO Marcus Rich; Jonathan Durden, co-founder of PHD Media and in recent years, of Below the Belt men's grooming products. The expertise and very opinionated reputation of this panel makes it a session you won't want to miss.
In the past it was believed that men would only buy something if it's advertised by an attractive woman or a sportsperson they admire. The impact of the arrival of model's such as panellist David Gandy seemingly turned that on its head, as men aspired to achieve his strong, healthy look; male models were no longer just skinny androgynous catwalk waifs that had little to do with the everyman's day-to-day. With many now foregoing the pub at lunch in favour of the gym, the backlash at previous generation's 'ladvertising' depicting moronic men-children, and the divergence of unisex products, how are marketers representing modern men in an increasingly gender-neutral landscape? With 'sex sells' being replaced by 'sexism sells', what comes next?