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CANNES, FRANCE They make up to 80 percent of all purchasing decisions, which these days include buying booze, condoms and guns, but are women buying your ad messages?
That question was raised on Wednesday at the International Advertising Festival here during “Miss Understood,” a provocative seminar presented to a packed auditorium by Publicis’ Leo Burnett CEO Linda Wolf and chairman and chief creative officer Cheryl Berman. According to research gleaned by the agency from “girlfriend groups” around the world, the answer is a resounding no.
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