Jim talks about marketing to men in The Guardian

“As advertisers, we can get ground down in the focus on the audience, but it’s about generating conversations. Women talk to men.”

Dowling believes that there was a strict formula 20 years ago about how to advertise to men. “I found it lazy – not reflected in the real world,” he says. “Men are interested in a range of topics. They have brains. Wise brands recognise this”.

Full article here