MELBOURNE SUMMIT: What the data shows about 80 years of advertising to Aussie women via 20,000 ads

By AdNews | 18 June 2019

Last year, AdNews published the most significant piece of work we have undertaken in recent times.

In light of International Women’s Day, and a desire to track the journey of women in Australian advertising, we joined forces with data and CX agency LIDA to engage in a one of a kind, six-month long data project – analysing more than 20,000 adverts published in The Australian Women’s Weekly since its inception in 1933 through to today.

With the aid of a unique, AI-powered robot created by LIDA – and named Minerva (or Minnie as we now fondly call her) – we delved into every aspect of the adverts that have been presented to Australian women, via The Weekly, for nine decades.

LIDA and Minnie were able to drive down into all facets of the 20,000 adverts – which brands produced them; the products they were selling; the copy that was used and the tone of it; the ‘pose’ and ‘stature’ of the person featured in the ad and so much more.

We will reveal the full scope of that project, for the first time, at the Melbourne Summit on August 8 at the Arts Centre.

Come find out how brands have tried to market to women and what we can learn from those attempts. This isn’t based on stories alone. This is powered by pure data analytics.



What else can you expect on the day?


Allan Dib, MD of Pollinate Melbourne, who led the strategy for #LikeAGirl in the US, will join previously announced speaker Simon Lamplough, the MD of Clemenger Melbourne and the man who headed up the team that ran the multi-award winning Aboriginal Australia: Deadly Questions campaign that led to a change in Victoria’s legislation. They will be in conversation about campaigns that instigate change.

VERSA will be on hand to reveal how they remodelled the culture at their agency and introduced a four-day week, with amazing consequences, and how this will power their entry into the US.

 Other highlights from the day’s Summit include a keynote from REA chief economist Nerida Conisbee who will look at the external factors that are set to shape your business; the unveiling of an API first for Australia that will transform media agencies;a look at the future developments of TV and why agencies need to keep up; and a headline panel exploring how agencies are being forced to change to respond to clients’ needs.


Reasons to attend (other than incredible content!):

  • Come hear from the experts on the trends shaping your business
  • Expand your skillset and learn more about your own personal development
  • Engage with the industry’s most senior leaders
  • Keep it local - celebrate the Melbourne market


Early Bird tickets are available now, priced at $490.00 per person, or three for $1100. Tickets can be purchased here.

The full program is available here.

AdNews would like to thank our partners TVSquared, Trade Desk, Mediacom, VMLY&R, Quantcast and Scentre Group

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