User:QuillerandBlake

'''FEM (Female Engineered Marketing) is an advertising and marketing agency focused on creating and executing brand strategies to reach female markets.

The company, a division of Quiller & Blake Advertising, is headquartered in Toronto, ON, with an office in Buffalo, NY.'''

History

In 2002, Emily Spensieri, then an account manager for Quiller & Blake Advertising, saw the need to provide a focused approach to help clients reach their female markets. The idea was triggered while working on a new campaign for a healthcare client, which was directed to nurses (primarily women). Spensieri realized that the resulting campaign was successful not just because it connected well with nurses – but because it connected more specifically with women. She began studying statistics and conducting in-house research, concluding that female markets were under-represented in marketing and advertising.

These efforts led to the development of FEM, an agency division focused on developing emotional brand strategies targeted to women in both the consumer and business-to-business sectors.

Approach

FEM develops brand strategies that focus on psychographics rather than demographics, and every campaign is founded upon the “FEM 3”:

True insights. These emerge from in-depth research among target female markets (Slow Sip™ Sessions), and rely on true beliefs of how women behave, think or feel.

A sense of community. FEM helps to find ways to build a sense of community around a brand.

Social consciousness. FEM encourages companies to provide the means for women to make a difference through their purchases.

Because women respond differently to both research and marketing tactics, FEM developed proprietary processes to help clients connect with female audiences more successfully. These proprietary processes include:

Slow Sip™ Sessions – Uses a comfortable, relaxed research setting to help reveal insights from its female participants.

MarketConnect™ – Uses findings from Slow Sip™ Sessions to develop on-target emotional branding and messaging that will connect with clients’ target female markets.

Can You Feel It?™ Sessions –These sessions are conducted for a client company’s in-house team, such as the marketing department or sales force, to ensure everyone within the company feels the brand the same way.

Clients

FEM clients include:

Toys “R” Us Canada JMichaels Cleo Living Lighting Schick Canada Sears Portrait Studio Canada Bratz Global Pet Foods Ansell Healthcare Rafters Panhandler Starlight Children’s Foundation Ovarian Cancer Canada

Background

FEM was founded to help clients better communicate with an under-represented yet powerful purchasing power:

By 2010, women are expected to control $1 trillion, or 60% of U.S. wealth.

Women purchase or influence the purchase of 80% of all consumer goods, including stocks, computers and automobiles.

More than half of all new Web users are women.

Leadership

Today, FEM Founder Emily Spensieri is President of Quiller & Blake Advertising.

She is a member of the board of directors for The Starlight Children’s Foundation and Ad Women of Toronto. She has also been the chairperson for OpenDialogue’s annual Marketing to Women conference in Toronto since 2005, and is a sought-out speaker in the U.S. and Canada on topics relating to marketing to women.

Publicity

Coverage of FEM research studies and initiatives has been documented in Marketing Magazine. 

Causes

FEM is a pro-bono partner, providing ongoing marketing and advertising strategies and services to two major charitable organizations: the Starlight Children’s Foundation and the Ovarian Cancer Coalition. The agency believes strongly in supporting causes that can positively impact women and children across the country and the world.