On this MadTech Podcast special, ExchangeWire editor Aimee Newell Tarín is joined by Fernando Desouches, managing director at BBD Perfect Storm’s New Macho, an agency which focuses on creating brand and cultural transformation. 

Fernando explains how stereotypical representations of men in advertising can be harmful and examines how advertisers can break away from these portrayals.

Fernando expands on: 

• How mainstream advertising creates harmful aspirations of success for men 
• The disconnect between how brands market to men and how men actually want to be represented in advertising 
• The benefits for brands of portraying men in a less stereotypical way 
• How brands and advertisers can start fostering better relationships with men 
• Why advertisers should do the unexpected when it comes to representing men in advertising