thirtyfour launches a dedicated women's activation division

Specialist brand activation agency, thirtyfour has announced the launch of its third satellite division, 34Woman, this month. Headed up by Judy During, the new division is designed to assist brand owners to better understand and access the female market.
34Woman Managing Director, Judy During
34Woman Managing Director, Judy During
thirtyfour founder and CEO, Andy Sutcliffe believes that 34Woman's for-women-by-women activation division will significantly strengthen the agency's non-traditional offering within a sector that has tremendous growth potential. “Women make up 51% of the population and control over 80% of all purchasing decisions, proving that manufacturers and marketers can no longer afford not to play to the female audience. As part of our future facing vision for the agency, 34Woman is founded on the principle that marketing to women requires a different approach and provides our clients with the opportunity to build profitable relationships with women via smart below-the-line campaigns and out-of-the-box engagement tactics. Judy is an experienced agency professional who will help us drive forward our vision for the agency. Her strategic marketing and client service experience combined with her passion for consumer research makes her the perfect choice to head this important new division.”

Judy has spent more than ten years within the advertising sector, working for agencies, Draftfcb and Bester Burke, including two years as Managing Director of Bester Burke Underground. Judy's experience includes her management of global clients Ceres fruit juices and Distell, together with blue-chip South African brands such as Coronation Fund Managers, Momentum, MWEB, Polka; including leading female brands, Yardley, Lentheric and Associated Magazines.

Says 34Woman Managing Director, Judy During, “I'm thrilled to be heading up a division that challenges the traditional ‘make-it-pink' approach to marketing to women. 34Woman will report on female consumer trends and purchasing habits via a series of proprietary insight tools that will inform our clients how best to position their brand, service and product offerings, as well as track their success within the female market. We're rewriting the category rules when communicating with female consumers by speaking directly to the mind-and-emotional set of the multi-tasking modern woman. Moving forward, it is our intention to introduce new thinking through 34Woman research platforms that provides a relevant and on-target creative solution to woman-centric brands.”

34Woman is the third activation division under the thirtyfour umbrella, which includes ,i.34Brand Activation and 34Sport respectively.

The management structure of thirtyfour is as follows:
  • Andrew Sutcliffe: CEO
  • Judy During: MD, 34Woman
  • Grant Hillary: MD, 34Sport
  • Morne Fourie: MD, 34Brand Activation
  • Richard Philips: Creative Director

14 Oct 2009 12:22


Potent ingenuity. Again.-
Another first. keep it up.
Posted on 14 Oct 2009 17:51
atl fatigue
these guys seem to be flying...-
why do we never seem to see the big monolith agencies exploring new territories like this? Good luck Judy and team!
Posted on 14 Oct 2009 17:57