Former M&C Saatchi creative launches sex positive marketing platform

Paige Murphy
By Paige Murphy | 22 April 2020

Siobhan Fitzgerald, a former assistant creative director at M&C Saatchi, has launched a sex positive marketing platform called The Good Bits.

Up to 40% of women suffer from low sexual desire, a problem so great the World Health Organisation defines it as a health issue.

But as online searches for porn escalate through lockdown, Fitzgerald found that women will likely come across something gross, before they find something good, when looking to inspire their desire.

A side hustle turned full hustle as a result of COVID-19, The Good Bits is a that takes the "good bits" from romance fiction novels written by bestselling authors and shares the sexy scenes with its audience.

“Sex is such an important part of the human experience, and there’s no reason it should be sleazy," Fitzgerald says.

"Our aim has been to present great sex in great style, on a platform that can inspire authors, readers, and advertisers alike.”

The marketing platform, which aims to promote the US$1.44 billion (AUD$2.29 billion) romance fiction industry, has already enjoyed support from a large number of high-profile writers who have come on board to share their best sex scenes.

Fitzgerald teamed with technology and innovations expert Carol Battle to bring the site to life.

Fitzgerald leads the creative vision for The Good Bits, while Carol leads the commercial side of the business.

“Our unique aesthetic is proving attractive to the kind of brand partnerships that are often closed off to sites that feature erotic content," Battle says.

"And with a sex tech sector cut off from most mainstream advertising opportunities, and estimated to grow by US$80 billion in the next six years, we see huge potential for commercial growth as we spread the good sex message.”

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