Since the turn of the century, the world has chipped away at providing greater equality for women. More recently, the #metoo movement exposed the darkest side of institutionalised sexism. It was perhaps why International Women’s Day was publicised and celebrated to the extent it was last year: it served as a barometer for community intention.
Following increasing market demand and the ambitions of its own, 80% female team, Heard Agency has launched Her. A wholly owned specialisation of Heard Agency, Her consists of internal female specialists, charged with delivering marketing solutions for brands focused towards female target markets.
By virtue of their founding client base, including brands such as Avene, Klorane, Masseur and Table of Plenty, Heard Agency has developed an acute understanding of marketing to women. Given that there are few agencies that are catering to this glaring need, it made sense to launch a female-led team to make a truly positive impact on how women are engaged by brands: without an agenda, prejudice, or bias. At the leadership helm are Darragh Heard and Alice Sherrah.
Darragh Heard, also a co-owner of Heard Agency, uses an analogy to best describe the essence of Her and its specialist approach. “The exposed ten percent of the iceberg are the general commonalities. It’s the complexity of the ninety percent beneath the surface that’s the most important. Whether it be a matter of differences in life stage, socioeconomic standing, or psychological complexities, it’s impossible to talk to all segments of women in the same way.”
This will be Darragh’s third rodeo and second in a female-orientated market. Five years after establishing Heard Agency, she launched Bubze.com, targeted primarily at first-time mothers. Alice began at Heard Agency two years ago, and is now at the top of account service. Armed with exceptional media and business nous, Alice is absolutely raring to grow Her.
“Her will seek to work with brands that share similar values, and actively demonstrate their respect for the diversity of females. It’s exciting to know we’re part of this revolution of more positive messaging to younger and older female generations alike. There will also be a focus on environmental consciousness and sustainability to our work, as we’re really passionate about our social impact,” said Alice.
Utilising quarterly focus groups and surveys to keep their database relevant, Her will unearth deep and quality insights. This will be further strengthened through partnerships with major women’s networks, including Business Chicks, Agency Circle and the UDIA. Taking cues from its innovative parent company, Her will have a strong commercial edge by offering clients a business network that facilitates contra deals and mutually beneficial partnerships, especially for social marketing.
Pro bono affiliations will soon be announced, but otherwise, the team and office infrastructure are in-set. The Her street sign is currently warm and aglow on Gibbons Street at the heart of Redfern.