Bauer Media Australia has today announced two new creative initiatives as part of its pledge to work towards a 'Female Future'. The new platforms are designed to speak to and support new female audiences.
Along with a number of individual ventures including pop-up magazines, pop-up digital spaces and events, the publisher has also announced the launch of Studio54, a new content marketing division, and Women To Love, which aims to celebrate women in the arts and the importance of creativity.
At a presentation held this morning, Bauer Media director of sales Paul Gardiner explained that Studio54, led by general manager Jane Waterhouse, is an insight-led brand entertainment storytelling platform for women, created by women. The team has already worked on a content marketing campaign for Fiat, and is currently working with brands such as Tiffany & Co, Holden and Google Pixel 2.
Similarly, the idea behind Women To Love sprung from wanting to help create a better female future via content, according to Bauer CEO Paul Dykzeul. He also revealed Bauer's '10 million words' initiative – a pledge to write 10m words across its brands to support female futures.
Along with a desire to inspire change at the publishing house, the new initiatives follow a trends forecast created with UK company The Future Laboratory. The report discussed changes in gender relations, closing the pay gender gap and looked at how brands should communicate with women who are playing a more prominent role in businesses.
