First Post

I’m a guy. And I’ve been a creative guy at various advertising agencies for many years. Some really big. Some really small. For the past twenty years I’ve been the top creative guy at a midsized agency with offices in Chicago and Milwaukee.

Over the years I’ve learned that too many “guys” have been responsible for crafting messages that don’t resonate with the people that control over 80 percent of all purchase decisions…that would be women.

So, myself, and a number of men and women at my agency formed a new group to find out what was wrong and how we can fix it. The result of our research helped generate a lot of the data that I needed to write my book, Re-Render the Gender.

Over the course of time, I plan to share my observations that were a result of our studies…studies that are on-going and continuing.

Thank you.

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Tags: first post, hoffman york, marketing to women, re-render the gender