Women on Women: Omnicom Sets Up G23

Advertising, marketing and comms agency Omnicom has formed a consultancy, led by a dozen female execs, to help clients make connections with women - whether as consumers, customers, employees or other stakeholders.

The new G23 business (G as in Group and 23 as in the pair of chromosomes that carries the gender differences between women and men) is made up of senior female communications leaders across a broad range of Omnicom companies, representing every marketing discipline.

Core data for the G23 group will initially come from a worldwide $1m study conducted by global research firm Pacific Ethnography and Harris Interactive, and using the theme of 'women's tribes' to explore female behaviors and beliefs across 16 countries.

Titled 'The 8 Female Tribes that Power the Global Economy', the study examines women's economic power including what and how much they buy as well as their influence over purchasing.

Janet Riccio, G23 Head and EVP of Omnicom Group explains that the approach looks at women as a cultural group across borders and what they share in a global economy - whether it is shared patterns of economic life or shared vision for the future. 'This is a very different way of examining women from the traditional women versus men orientation,' she added.

G23 members include:

1. Emma Gilding, President of in:site, a cultural anthropology think-tank
2. Tracy Lovatt, EVP, Behavioral Planning Director at BBDO
3. Sharon Love, CEO of consumer marketing and communications firm TPN
4. Marian Salzman, Chief Marketing Officer at Porter Novelli
5. Kate Stephenson, President of Global Account management, OMD
6. Andrea Sullivan, Executive Director of Client Services for Interbrand
7. Dianne Wilkins, CEO of interactive agency Critical Mass
8. Julie Winskie, President and CCO of Porter Novelli
9. Jan Thompson, EVP, DAS, BBDO Detroit
10. Helen Hibbott, MD US - Rapp Collins, New York
11. Julie Bauer, President, The Bauerworks
12. Shelly Paxton, Global Group Director of Strategy, OMD.

The group will be joined by an advisory board whose members are Susan Smith-Ellis, CEO of RED; Oxford University Professor of Marketing Linda Scott who is the author of 'Fresh Lipstick: Redressing Fashion and Feminism'; and Fara Warner Author of 'The Power of the Purse'.

Web site: www.omnicomgroup.com .