redefining care for dads
WELCOME TO
NEW MACHO
“brands who portray men
in a positive way significantly improve their results in brand equity, short-term sales and advertising impact.”
We know that rapid changes in consumer needs and expectations affect brand reputation and consideration. Yet when it comes to the portrayal of men and masculine values in their communications it’s surprising how many brands are still in the dark ages.
he for she relaunch
sport-watching promotions
Six packs success and solitude
April 21, 2020
'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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Evolving masculinity
April 20, 2020
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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Campaign's most-read opinion pieces of 2019
January 17, 2020
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?
January 17, 2020
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
November 21, 2019
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
November 21, 2019
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'
August 12, 2019
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 …
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According to a national survey on the state of masculinity, by BBD Perfect …
Unilever appoints BBD / Perfect Storm to global Dove Men+Care brief
August 5, 2019
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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The Dove Men+Care ad account is currently held by WPP-owned Ogilvy, which will continue to work on the creative.
'Harmful' gender stereotypes in adverts banned
June 14, 2019
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 …
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The ban covers scenarios such as a man with his feet up while a woman cleans, or a woman failing to park …
We’d love to talk to you about how you currently
present men within your organisation and help you craft
a transformational vision for building a new male narrative
of your own.
Contact us: newmacho@bbdperfectstorm.com
