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Amy Kean on Why Empowered Ads are as Bad as Tearjerkers

Amy Kean, VP, strategy & planning, Beamly, stops crying for long enough to look at the latest, craziest trend: staffing consultancies with women to ask women how to best market to them.

I don’t remember the exact date I stopped crying, but it was circa spring 2015, when Dove released another of their Real Beauty videos. 

In this virally distributed hit, a series of normal women going about their normal day approach a normal building. So far, so normal. But here’s the twist: instead of a normal entrance, the women are faced with two doors, one marked “beautiful” and one marked “average”. They must walk through the door…to continue reading please subscribe now

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