Mom is still the major household goods purchaser, but we were surprised to find out the new No. 1 purchase influencer. Are you misdirecting your CPG marketing dollars?
Kate Thorp says if you're depending on tried-and-true strategies for marketing to moms, you need a refresh. Here's a new look at the powerful household purchaser demographic.
0:00 - What are the disrupters in the mom space?
0:45 - Changes in the influencer demographic
1:50 - The new household reality
3:08 - Advice for brands
Run time is 4:21
Pioneering. Crusading. Building something from nothing. That's what fuels the original Real Girl, Kate Thorp. Whether it's signing on with a nascent publisher called CNET, starting one of the first interactive ad agencies or masterminding a media network for women, Kate thrives at the vanguard, stirring up thought and unearthing opportunities.
Most recently, Kate was President, Digital Worldwide of AKQA. During her tenure, AKQA's client list expanded to include ESPN, The Gap, MSN and Coca-Cola's global account. Before joining AKQA, Kate was Chairman and CMO of Carat Interactive, the media giant that acquired Lot21, the agency she had founded. She got her start at the top-tier agencies of McCann Erickson and J. Walter Thompson.
Marti Funk has over 13 years of experience in marketing, media, emerging media technology and digital merchandising, and a unique perspective having spent time on the agency, client and publisher sides of the industry.