Why creative agencies need a sex change to win business

The advertising world has always been adept at harnessing the differing characteristics of men and women to sell brands more effectively. However, when it comes to selling themselves, agencies show little understanding of how gender differences might assist their own new business process. They could start by examining the male and female approach to courtship.

Consider the courtship process of The Man. He probably always wears the same clothing, gleaned from his rather limited wardrobe. The conversation is probably rather samey too – largely about himself, paying little attention to the person he’s with, other than an obvious fixation on how he would like the evening to end up. The man will no doubt also rely on his wit and wisdom to charm his intended partners, most of whom will be told the same stock joke at some point.  Read more on Why creative agencies need a sex change to win business…

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