And the buzzword for day 4 of AWEurope was…

A picture from one of the week’s events about women: the Cosmopolitan reception at Kensington Palace

In their last blog for LIVE@AdvertisingWeek, Sky IQ reveal the buzzword from the fourth and final day at Advertising Week Europe.

Day four: Girl Power!

Hannah McMullen, head of marketing for Sky IQ, writes:

“Wrapping up this year’s AdWeek Europe, the word which sums up not only today, but the whole event for me, is ‘girl power’.

Throughout the show, there’s been a positive drive to explore the role of women both within the media and as consumers of media.

It’s been brilliant to see influential companies promoting a more positive portrayal of women as well as within our own sector they are breaking through the glass ceiling and taking the top roles within the publishing, advertising and TV industries.

There were three events today all focused around women in and on media.

At the Empowering Women panel session Louise Court, editor in chief at Cosmopolitan, stated “to have empowered women you have to have enlightened men.” Whilst Lorraine Candy, editor in chief at ELLE said “women aren’t just taking selfies on social media. They want to have a voice.”

As Rachel Pashley, group planning head at JWT pointed out we must all look to create a more meaningful narrative around women.

Whilst this is a step in the right direction, the fact that we still run panel sessions about the role – and the shortage – of women in the industry shows we still have more to do.

Behind this ongoing theme have been some hugely important statistics. Numbers like £588m as the estimated cost to brands of neglecting female technology consumers in the UK according to CEO of Lady Geek, Belinda Parmar, show the extent of the problem.

We need to address these issues and move past them, which will be both culturally and financially profitable for everyone.

We’d like to thank the organisers of Ad Week for another amazing event and Campaign for letting us share our buzzwords from the event. See you all next year!”