We build iconic brands, designed
for men.

69% of men feel that brands do not portray the right image of masculinity. We are on a mission
to change how masculinity
is portrayed.

The term toxic masculinity is increasingly acknowledged and understood. Men have generally been raised to ‘perform’ a societal version of masculinity instead of simply living out their own version of manliness, whatever that is.

Society has recognised how harmful stereotypes are to people’s mental health. Many brands still remain part of the problem rather than part of the solution. And yet are huge opportunities for the brands that lead the solutions as our work with clients has demonstrated.

We have deep expertise in marketing to men. New Macho helps to grow brands focused on male audiences with our insight-led approach to navigating the complex messaging and marketing landscape to create true and
lasting connections.

Evolving masculinity

Evolving masculinity

Fernando Desouches talks to Business Cosmetics about the evolving face of masculinity and asks how brands can depict the modern man, whilst hitting the right tone.
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Six packs success and solitude

Six packs success and solitude

Well done to our very own Fernando and Tony for appearing in The Guardian’s Iman Amrani’s thought-provoking video series, Modern Masculinity. They talked to her about all things New Macho and our mission: to eliminate harmful male stereotypes in …
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Campaign's most-read opinion pieces of 2019

Campaign's most-read opinion pieces of 2019

Fernando Desouches features in Campaign's most read opinion pieces of 2019.
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Is it sexist for an ad to feature only one gender?

Is it sexist for an ad to feature only one gender?

Campaign ask this interesting question after PC Specialist's all-male spot was banned by the ASA.
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The hidden stereotype - emotionally unhealthy behaviour in ads

The hidden stereotype - emotionally unhealthy behaviour in ads

On International Men's Day, we teamed up with The Book of Man in a campaign that aimed to implement a new guideline into advertising standards for the good of men's well-being.
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Why men's advertising is in crisis

Why men's advertising is in crisis

Fernando Desouches talks to The Drum about the male crisis facing the advertising industry.
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Perfect storm's New Macho unit to evolve masculinity work

Perfect storm's New Macho unit to evolve masculinity work

Confronting the issue of toxic masculinity, Dove Men + Care, Unilever's male grooming brand has appointed BBD Perfect Storm to ensure the brand promotes inclusivity.

According to a national survey on the state of masculinity, by BBD Perfect Storm's …
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Unilever appoints BBD / Perfect Storm to global Dove Men+Care brief

Unilever appoints BBD / Perfect Storm to global Dove Men+Care brief

Unilever has hired independent agency BBD Perfect Storm to develop the global proposition for male grooming brand Dove Men+Care.

The Dove Men+Care ad account is currently held by WPP-owned Ogilvy, which will continue to work on the creative.
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'Harmful' gender stereotypes in adverts banned

'Harmful' gender stereotypes in adverts banned

A ban on adverts featuring "harmful gender stereotypes" or those which are likely to cause "serious or widespread o˜ence" has come into force.
The ban covers scenarios such as a man with his feet up while a woman cleans, or a woman failing to park a …
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