Fame, not blame, will get womens sports where it needs to be [Video]

After studying what drives fans into women’s sports, Sid Lee’s Laura Randall reveals how some brands rely on a counterintuitive marketing strategy.

As advertisers who give a damn, we all want to be part of the movement that propels women’s sport into the stratosphere it deserves to orbit. Ever since the goosebumps of This Girl Can, creatives have wanted a piece of the purpose pie; with dreams to create an ad that lets us shout about how badass women are on the court, pitch, track or field.