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They have become some of the most popular and polarizing ads in recent years. And despite the negative commentary, despite the trolling, despite all the anonymous sneering, advocates say these ads are working.
Marketing campaigns that empower women and girls rather than perpetuating stereotypes are proving to be hits with consumers and highly effective at generating sales, according to an Advertising Week panel of industry leaders behind some of the past year's top female-focused campaigns.
Titled "Fem-vertising: Women Demand More From Brands," Thursday's session in New York defined the movement as "advertising that employs pro-female talent, messages and imagery to empower women and girls."
Presented by lifestyle site SheKnows, which created the #BossyIs video featuring young schoolgirls, the panel was moderated by the site's chief revenue officer, Samantha Skey, and featured:
• Lauren Greenfield, director of Always' #LikeaGirl campaign and winner of multiple Clio Awards
• Kathy O'Brien, vp of marketing services at Unilever (who...