Midwest-based agency Hoffman York is pulling a Mel Gibson circa 2000, deciding that by listening to women, even a man can convince them to buy things.
Enter The Kaleidoscope Group, headed up by Hoffman York CCO Tom Jordan, and motivated by a goal to understand women only as a sensitive, caring and concerned man can. Oh, and let’s not forget Kaleidoscope’s revolutionary idea, the Times Zero effect:
“The agency’s biggest surprise is what it has termed The Times Zero Effect. Multiplying any number by zero will always equal zero. It has found the same holds true when advertising to women. If you incorporate even one element into an ad that a woman perceives as negative, the ad will not resonate with her. It’s a zero in her mind.”
Long story short, if you piss off a woman, she will hold it against you. Let the revolution begin.