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IPG MEDIABRANDS CARES: BPN Supports Coaches VS Cancer : IPG Mediabrands' New York agencies collected donations from across our network for Coaches VS Cancer to support the American Cancer Society. During March Madness, BPN along with other IPG Mediabrands agencies participated in Suits and Sneakers Day and raised almost $2,000!
Winning and Judging at the Festival of Media Global 2013 : Adding to our mounting success, BPN won the Public Service Award for First Ever Potable Water Billboard, as well as a Highly Commended Award in the Creative Use of Media Award.
The Trigger: Mansumer Edition : The mansumer trend is really about men increasing their shopping behavior while still keeping convenience and efficiency at the forefront. From a technology perspective, we chose to focus on lightweight solutions that provide utility without requiring a great deal of legwork from consumers.
Amazon.com has its site set on another category and this time it is men’s grooming. The company has launched its new Men’s Grooming store with a black and white motif and expanded content to help guys make those important personal care decisions.
Males use more sources on average than females, but tend to share less than females after purchase.
Data from multiple retail and financial sources confirms this, with husbands, sons and daughters (but mostly husbands and sons) completely misreading what Mom would really appreciate on her big day.
Mansumption in Action: how the urban mansumer does grocery shopping.
Men, for some marketers, is a new frontier. Of course, they have always existed. But for ages, marketers have targeted women. While men may have been the breadwinner, the women typically have controlled the purse string. Women have typically been the ones who would do grocery shopping. Women have typically been the ones making the shopping list.
But that’s no longer the case.
1952 Jell-O ad: Your husband can’t be trusted with the food budget.
Marketing to men has definitely changed with the rise of the mansumer.
Mansumers are empowered by technology and a growing recognition of the contributions they make.
This is what happens when you use your girlfriend’s shampoo.
Dove Men + Care shampoo ad in Brazil.
If you thought modern retail outlets continue to attract more women shoppers, think again. Research shows that 50% of the shoppers at hypermarkets are males.
Since every second shopper is accompanied, it would be convenient to assume that a companion, if male, has been dragged in more as a porter or driver – men hate shopping, right?
Grocery time! :) @iheartjlou #familybonding #grocery #daddy #sissy #nieces #family #bestoftheday #instafun #igerscebu #snr #instaphoto #igdaily (at S & R Membership Shopping)
Mansumers shop with family.
MTV2’s Guy Code explains the unspoken code of conduct between men.
Happy Easter Mansumers!
Buitoni tells guys: it’s sexier to cook with Buitoni.
Now, in a new report, Interpublic’s media shop BPN has documented the rise of the “mansumer.” A product of the recession, this group is a growing breed of male shoppers that is supplanting their better halves as the “chief buying officers” of their households.
“While the job market for men has recently improved, the lasting effects of the recession have altered the traditional ‘provider’ paradigm,” BPN states. “With that, the new chief buyer in the American household is the man of the house. With the rise of the mansumer comes a whole new set of potential seed changes in advertising, purchase patterns and common marketing practices.”
Cool dad, cool son.
Subaru’s “Cut the Cord” ad shows the sensitive side of the mansumer.
We dare you not to cry.
If the mansumer has a motto, it would come from stand-up comedian and archetypal male, Larry the Cable Guy: Git ‘er done.
“I have a list. I know what I want. I get it and leave,” said Clay Gard, 26, of Lakeland, a mansumer who does all the grocery shopping for his wife, Heather, and 8-month-old daughter, Hunter.
Gard, a construction worker, said he usually shops for the family’s weekly food supply on weekends.
“I can get in and out in 30 minutes,” he said.
The mansumer, the adult male in a household who’s become the family’s primary shopper, is taking a larger role in the U.S. marketplace, according to a December report from BPN, a global media and marketing firm that apparently coined the term.
Big & Strong in a Small Box: Kleenex Mansize Tissues