The $20T Misunderstood Consumer

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Quick Overview

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Let’s work together to change traditional agency thinking and market to a diverse female market!

  • Understand what objectifying advertising is, and how to avoid it.

  • Discover the value in marketing to women.

  • Learn to inspire change in your agency.



Women are largely an untapped consumer market - and we can change that together.

What Will You Learn

  • How to market to women
  • What objectifying advertising is, and how to avoid it
  • How to inspire change within your agency

Who Should Attend

  • All levels of advertisers and marketers who are looking to reach women through their advertising
  • Anyone working in creative industries or media who have the ability to impact the portrayal of women


  • 60 minutes

Course Description

90% of women feel misunderstood by advertisers, yet they control $20 Trillion of the US economy. In this course, Madonna Badger, founder & CCO of Badger & Winters, will explain the purpose of her agency’s social campaign #WomenNotObjects and the importance of empathetic advertising. Students will learn her four filters on identifying objectification in advertising and gain a better understanding of today’s female consumer so they can create work that better resonates with this powerful and misunderstood consumer.

About the Thought Leader

Madonna_Badger   Madonna Badger is the founder and CCO at Badger & Winters, an advertising, branding and design agency specializing in building
  brand love with women. Madonna founded the agency at age 29 and has since been featured in Vogue and WWD, named one of
  Daily Variety’s The Gotham 50, Crain’s Forty under Forty and one of Ad Age’s Women to Watch 2016. More recently, Madonna
  announced that she and her agency would no longer create imagery that objectifies women, through the #WomenNotObjects
  campaign. At the 2016 Cannes Lions, the campaign was shortlisted for Glass, Direct & Cyber Lions.

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