This weekend The Book of Man held their inaugural workshop event, ‘The Workshop for Better Mental Health’, in association with suicide prevention charity CALM.
The Advertising Standard Authority (ASA) has recently banned the Macallan ad, ‘Make The Call’, arguing that it can promote reckless alcohol-induced behaviour. In my opinion, a misread message and a real pity. I have highlighted this ad on numerous occasions as it is one of the best at understanding current stage of men and brings a powerful metaphor to the screen to provide a potential way out from the crisis many men are facing today.
A lot has been written in recent weeks about advertising and its issues with gender stereotyping, but what is the collective action point?
Are we all really toxic? What a word, what a description - what's gone wrong for men and their masculinity? And are we, the male of our species, in danger a being – emasculated? Joining us at the Roundtable was Fernando Desouches, Managing Director of marketing agency New Macho; Nafeesa Zulfiqar from James' Place which helps men with mental health issues; Sohaib El-Nahla is a teacher and sports coach and Alexander Beiner is the Co-Founder of Rebel Wisdom - where men can connect and talk. Roundtable is a discussion programme with an edge. Broadcast out of London and presented by David Foster, it's about bringing people to the table, listening to every opinion, and analysing every point of view. From fierce debate to reflective thinking, Roundtable discussions offer a different perspective on the issues that matter to you. Watch it every weekday at 15:30 GMT on TRT World. #masculinity #toxic #ToxicMasculinity
Embracing the shift in masculinity is vital for brand success, but Gillette has missed the mark, according to a former Lynx marketer.
Men are ready to change and the world at large needs that change - towards a new breed of man who feels comfortable being himself rather than conforming to a narrow and outdated set of stereotypes
ShortList is the latest men's title to announce a print closure. Is the future for men's lifestyle magazines doomed?
ShortList editor Joe Mackertich assesses the challenges facing men in 2018
Stereotypical male portrayals in advertising cause clear social harm - but the business case for change is undeniable too, writes New Macho's managing director
Brands such as ITV, Harry’s and Topman are trying to tackle male mental health and promote more progressive images of masculinity.
The words and wisdom of Fernando Desouches, the brains behind 'New Macho', a new advisory advertising unit looking to reconnect men with their emotions.
Here’s something to make you smile - 20th March is the International Day of Happiness, a United Nations celebration to recognise the importance of happiness in the lives of people around the world.
The day is particularly important to me, because my personal mission is to help men be happy and as a result, I’ve spent years working on understanding issues concerning male identity to try and come up with strategies to tackle them.
Fernando Desouches, senior global brand director for Lynx/Axe at Unilever, has joined BBD Perfect Storm to head up a new division focused on marketing-to-men.
By freeing its campaigns from dated ideas of 'maleness' and celebrating individuality, Axe has broken the mould when it comes to marketing to men.
Advertising has played an important role in carving out more positive representations of gender of late. But with the trend of women’s empowerment dominating, are brands forgetting their role in shaping male identity?