I don't profess to be an expert, but this article for CREATIVE magazine debunks some myths about marketing to men. It includes a word of warning from Southpaw's John Mckelvey when using sub-cultures like graffiti and skating to target young male consumers : "When some brands attempt to get all 'youth', it feels a bit like your dad rapping," says Mckelvey, who is co-founder of Sydney creative consultancy Southpaw.
I also enjoyed Nicholas Reynolds' - director at Curious - take on gender: "I hate the depiction of the modern male. He seems confused. Introspective. Guilty. Even of our human bodies. Let's get hair back. It's fucking crazy if you think about it. It's an outright rejection of our form of 'humanness'."
'What Men Want' appears in the Aug/Sept issue of CREATIVE, out today.
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