Her Agency launches to market

11th June 2019

cross zigzag
Her Agency launches to market

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.

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.

dots
Her Agency launches to market

“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.

More &
Updates

cross
When Honesty Really is the Best Policy When Honesty Really is the Best Policy
When Honesty Really is the Best Policy When Honesty Really is the Best Policy

When Honesty Really is the Bes...

As there’s over 80 million millennials worldwide, marketing to them means trying to reach the largest generation in history. With their lives being so intrinsically linked to constant barrage of the internet, how does one cut through the noise?

Read More
The new wave of body positivity The new wave of body positivity
The new wave of body positivity The new wave of body positivity

The new wave of body positivit...

In the age of Instagram and Facetune, there’s greater pressure than ever for women to appear perfect. To combat the toxicity, a trend of ‘body positivity’ took hold, though what happens when this isn’t enough?

Read More
Saving lives, one bra at a time Saving lives, one bra at a time
Saving lives, one bra at a time Saving lives, one bra at a time

Saving lives, one bra at a tim...

Answering a dire need to understand female cardiac health, startup Bloomer Tech designed a wearable monitor to wear close to the heart: in a bra.

Read More
Stopping Stigmatisation Stopping Stigmatisation
Stopping Stigmatisation Stopping Stigmatisation

Stopping Stigmatisation

Libra’s latest ad features red period blood instead of the usual sanitised blue, and people aren’t happy.

Read More
From woman to woman: the trend of honest empowerment From woman to woman: the trend of honest empowerment
From woman to woman: the trend of honest empowerment From woman to woman: the trend of honest empowerment

From woman to woman: the trend...

No longer just looking to buy a product, women nowadays are far more likely to want to buy into a positive brand ‘experience’. And when it comes to women, who better to understand how to authentically support, than other women?

Read More
Redefining femininity after #metoo Redefining femininity after #metoo
Redefining femininity after #metoo Redefining femininity after #metoo

Redefining femininity after #m...

In a post #metoo era, the push for women’s voices to be heard is stronger than ever. During this time of complete transparency, how should marketing speak with women?

Read More
circle