JWT's FT Consulting Promotes Value of Female Insight
shots catches up with the Female Tribes Consulting Head to discuss the inspiration behind this initiative & how providing an insight into female spending will benefit clients in the long run.
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Understanding a woman’s perspective is as important to society as it is for adding value to a brand. And JWT London has tapped into the power of female insight by launching a new consultancy business out of its global Female Tribes initiative, Female Tribes Consulting.
FT Consulting has studied 8,000 women across 19 countries in a bid to provide business solutions to clients through innovation, R&D, bespoke product and service design – thus allowing clients to tap into the Female Business Potential, worth an estimated $18 trillion for 2018.
Led by JWT CEO, James Whitehead; Head of Female Tribes Consulting Rachel Pashley; and with a core team made up of Ebla Salvi, Megan Van Someron, Lucy Barton and WACL Future Leader Lucy Moody, the project launches with its New Feminity Report which reveals the needs of female consumers and helps clients to create a market that’s truly representative of the women they hope to attract.
We caught up with Pashley to find out why clients are demanding female insight, why this research could suit entertainment providers and why now’s as good a time as ever to launch a female-focused consultancy business.
L-R: Lucy Barton, James Whitehead, Rachel Pashley, Lucy Moody & Ebla Salvi.
What prompted you to launch Female Tribes Consulting?
Client demand, we’ve been increasingly approached by clients looking for bespoke female insight, so we were responding to a demand, and felt the need to formalise the offering. It also gives us the opportunity to launch an industry first and move our business even further upstream.
What sort of clients are you looking to attract?
Clients recognising the value or need to truly tune into the female audience, we’re sector agnostic as we think there are still huge untapped areas of opportunity across the business landscape – clients could easily come from absolutely any sector.
You mentioned that you would be keen to connect this research with entertainment providers; why do you think this would be beneficial?
We’re seeing increasingly that female led content is critically important for broadcasters and film makers, there is an audience demand, and that’s demonstrated in box office earnings for example. To create female led content that resonates with women you need female insight to understand the stories of women, to develop authentic narratives, narratives which avoid the stereotypes and assumptions, and that’s where we can help
Why is now the right time to launch Female Tribes?
We’re in the midst of cultural climate change as far as women are concerned, and if anything we’re at a bit of a tipping point, women have realised their economic power and they’re also asserting their cultural footprint much more. Next year will be the 100 year anniversary that women gained the vote in the UK, it’s about time we started servicing them properly as marketers and advertisers and recognising their power and influence.
