Last week, when many American males were getting ready for the marketing and football extravaganza known as the Super Bowl, Jeffrey Porzio of
Boston ad agency Forge Worldwide was in New Orleans attending the Dad 2.0
Summit.
Part of the summit’s agenda? Developing a better understanding of the many groups that make up the Dad demographic.
“Effective marketing to Dad is more than slapping an NFL team on a laundry detergent bottle or putting a logo on a NASCAR car,” Porzio noted in an e-mail.
“GenX and GenY dads have distinct values, priorities, and concerns.”
At Forge, Porzio is the executive director of digital marketing. The agency, he said,
has developed a practice area specifically focusing on the dad demographic.
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In many cases, today’s ads still perceive dads in the same way that Don Draper might
have in the AMC television series “Mad Men.”
These outdated perceptions fail to take
into account that mothers and fathers are now more likely to have shared responsibilities and that it is often dad, as well as mom, who is going to the grocery store and making decisions on what
household products to purchase.
In Porzio’s view, the ad that follows is too old-school, the way it portrays a father as “a bumbling, clueless
guy.”
Read the whole story at Boston Globe »