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Event Details
It’s time for the next
London Co-Creation Hub event! After the success of our last event, Creating
Online Fan Bases, we’ve turned our attention to a very important demographic… a
demographic that on the surface can seem very simple, but in reality is a lot
more complex. Our next event is all about:
Getting Under the Skin of Men.
Taking place on the 9th
November the event will consist of four short presentations from industry
experts and Hub members. This will include research findings from our new
co-creation community for men – Betterama.
We have been working
closely, both on and offline, with men to understand how they view the
communication aimed at them, especially around the Christmas period, and what
they think can be done to make it more appealing.
Speakers include:
Andrew Marrs, Head of
Audience Insight @ IPC Media
Craig Harries, Planner
@ Farm Communications
Paul Cox, Managing Director @ Opticomm Media
The Event will
taking place:
Tuesday 9th of November
The RSA, 8 John Adam
Street,
London, WCN2 6EZ
Please add yourself to the waitlist, if spaces become available we will be in touch.
Masculine identity has been on a wild rollercoaster ride the last 15 years. Slowly, but surely men are getting more involved in traditional female territories characterised by emotion and appearance (Castelain-Meunier, 2005) and need to negotiate and balance between masculine and feminine values. In contemporary society monolith, traditional, reason driven masculinity has transformed into multiple masculinities.
Today it is less clear what being a man means than it was 15 years ago causing men to suffer from a bit of an identity crisis. The portrayal of men in advertising has been effected by this. It has changed from heroic images of the Marlboro Man and men doing heroic things to a more pluriform portrayal. Recent research done by Unilever shows that three-quarters of men find it difficult to identify with the men they see in advertising and feel stereotyped and misrepresented; only 3 per cent strongly agree that they are realistically portrayed (Unilever UK, 2010).
Although there has been some research done on gender roles in advertising, the effects of male representation and how men react to emotional advertising there seems to be a lack of knowledge on what the key success factors of today are for creating successful advertising for men. We think that in these times of male confusion a better understanding on how to create successful advertising for men is crucial.
For more info on the London Co-creation Hub please head over to http://ldn.co-creationhub.com
Where
RSA
8 John Adam Street
WCN2 6EZ London
United Kingdom
Hosted By
The London Co-Creation Hub
The Co-creation Hub is a collective of
organisations, academics and individuals who believe in doing things
‘with’ people rather than ‘at’ people.
We currently work in the branding and
communications industry, but we think our approach can be applied to any
number of industries and organisations in order to solve almost any
problem.
We believe great ideas can come from
anywhere and anyone. And that means there is a huge untapped resource of
creativity out there that co-creation can allow to flourish.
We have already co-created new products for
Unilever, advertising campaigns for Nestle and communications
strategies for Carphone Warehouse and seen startling results.
Consumers now control brands. They play
with them, re-shape them and even imbue them with new meaning. And the
successful brands and businesses of the future will put co-creation at
the heart of everything they do and treat people as active equals rather
than passive respondents.
At its core, the Co-creation Hub is about
collaboration. We believe in involving people at every stage of
everything we do. We find out what people think, what they like to talk
about, what products they actually want to buy and how they would like
to be spoken to. And then we co-create our work with them rather than
‘target’ them. That way, the work we produce engages more people,
resonates more deeply and actively encourages people to play with our
ideas.
Whether manufacturers, artists, writers,
designers or government organisations, The Co-Creation Hub – London is
looking to collaborate with people from around the world involved in
co-creation, whatever their discipline, to stimulate the co-creation
approach.
For more info head over to http://ldn.co-creationhub.com