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Marketel launches marketing-to-women division

Montreal-based advertising agency Marketel has launched a new division called MarketElle that will focus on marketing to women. The division is headed by executive vice-president Diane Ridgway-Cross and creative director Jo-Ann Munro. Ridgway-Cross joined the agency last year from Mullen, where she was a managing partner and ran the marketing-to-women practice for Interpublic Group. Munro also joined the company last year. She was previously at Sid Lee and Cossette.

The new unit will focus on digital and mobile advertising, branded content, social media activities and shopper marketing. The division will also make use of a panel of Canadian women to contribute opinions and potentially act as a word-of-mouth marketing channel. A website for the new unit has been constructed at <http://www.marketelle.com>.

"Women control 80% of consumer spending, yet only 3% of creative directors in North America are women," said Munro. "How can you talk to women with no female storytellers in the room? Marketing must come from a place of understanding or it results in a disconnect. Connecting with women in an authentic way requires great insights up-front and a stellar new media team that knows how to use paid, earned and owned together to build a resonant connectivity plan. And, of course, smart creatives who know how to tap into those truths and bring the story to life in whichever channels make sense."

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