Dentsu Hong Kong has launched dentsuHER, a new business unit that comprises a set of customisable and go-to-market propositions, to help brands in Hong Kong drive growth within underserved affluent female segment.
Fronted by a cross-practice senior female leadership team, dentsuHER aims to provide clients with cut-through in traditionally male-focused verticals that are currently missing out on high levels of potential spending by an affluent female segment. These include wealth management, investment, auto and property.
The initiative was inspired by a survey from YouGov, which showed that the Hong Kong population of affluent women (53%) has already surpassed affluent men (46%), while the population growth of both affluent women and upper emerging affluent women is also climbing by 12% and 6% respectively.
Apart from the expected categories such as luxury and skincare, dentsu Hong Kong also sees significant potential in traditionally male-focused categories even extending to sectors such as pet care and retirement planning as more women choose to be single or married with no kids. Not recognising or capitalising on such trends will be a significant missed opportunity for marketers.
Another reason behind the move is the number of senior female staff accounting for over 63% at Dentsu Hong Kong. According to the release, its female leaders span three of Dentsu’s practice areas including creative, media and customer experience marketing and have been assembled to lead the launch of dentsuHER.
Underpinning the purpose of dentsuHER is dentsu’s belief in business-to-business-to-society; contributing to the society through solving clients’ business challenges. dentsuHER is led by a team of females who has allies from the entire organisation ready to contribute.
dentsuHER aims to provide customisable, scalable go-to-market proposals for clients by tapping into relevant consumer data insights to identify unmet need gaps to affect a fuller spectrum of consultations from R&D, product proposition to communications. An insight report with key findings pertaining to clients’ verticals is developed, followed by workshops with core clients to further explore relevant solutions and partnerships which better serve their affluent female customers.
“Nothing is better than tapping into our expertise to develop a meaningful, purposeful and impactful proposal, especially for a topic that is closely related to us as females who play multiple roles in our lives as an individual, a mother, an entrepreneur, a philanthropist,” said Anna Wong, chief growth officer, dentsu Creative.
“The fact remains that many distinct vertical markets are still stuck in the past, seeing only a male audience as potential customers. Women in Hong Kong today are more independent and have greater spending power than ever before and we’re excited to help our clients reach them in an authentic way which recognises their true status,” she added.
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