In our 2025 ANA SeeHer Brand Master’s workshop session, we asked, are you maximizing your messaging to women? What role could male characters play in how female characters are perceived in ads? Are we missing the modern man in advertising portrayals?
Only 16% of women say that advertising authentically represents them all the time. Is there a hidden reason why women’s portrayals are not as effective as they could be? We know that 58% of ads feature women AND men and when men are presented alongside women in ads, women’s portrayals are often diminished.
In this session, we shared how to modernize the portrayals of men to drive greater consumer resonance with male and female characters and drive overall creative effectiveness. Learn how to enhance your creative and improve your brand reputation and calls-to-action with SeeHer and ABX’s best practices, informed by the Gender Equality Measurement (GEM®) metric, the global gold standard for the industry.
Download:ABX + SeeHer 2025 Modern Male Portrayals Brand Masters Workshop final version
