Women & Co., a financial education resource for women backed by Citigroup, is putting more “women” and less “co.” in its branding. Fresh off the heels of new proprietary research that interviewed over 1,000 affluent women around the country about their financial attitudes and behaviors, Women & Co. debuts a campaign featuring the unique stories of real women – actual Women & Co. members.
Women are creating and controlling more money than ever before. In the wake of the recession, women are on the verge of outnumbering men in the workforce for the first time in history. In today’s economy, that means more women are not only driving purchasing decisions, but also are increasingly controlling the financial decisions in their household. Women & Co. members are among these women with financial influence and knowledge and are the focus of a new campaign which highlights their unique lives.
Featuring print and digital executions, “The Women of Women & Co.” campaign weaves together the stories of 33 members, culled from over 56 hours of interviews, who share the common goal of growing their financial knowledge. Through statements based on the women’s real stories and group portraits, the 4 print ad executions (which you can view at the links below) convey their perspective, while touting the resources that Women & Co. delivers to women:
· “She’s”: http://www.tmgpr.com/upload/Women_of_Women&Co_SHES.jpg
· “Runs”: http://www.tmgpr.com/upload/Women_of_Women&Co_RUN.jpg
· “Balancing”: http://www.tmgpr.com/upload/Women_of_Women&Co_BALANCING.jpg
· “Learning”: http://http://www.tmgpr.com/upload/Women_of_Women&Co_LEARNING.jpg
The campaign began running earlier this month in such print publications asO, The Oprah Magazine, Martha Stewart Living, SELF, Bon Appetit, More and New York magazine. A digital component can be seen on Aol., iVillage, Oprah.com, WomensHealthMag.com, wowOwow.com, and Yahoo!
What do you think Ladies, do you relate?