Women

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‘#LikeAGirl’ keeps on playing

Always’ newest spot pushes girls to stay in the game.

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Mirum launches new Adidas project

The digital shop has picked up the assignment to create a U.S. program aimed at female runners.

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Taking adulting seriously

How digital brands are connecting with millennials by taking the fear out of growing up.

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Wonderbra woos the young

The heritage brand aims for a more fun and youthful voice with a new campaign.

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Beware household gender conventions

Harbinger reports on how marketers must adapt to changing roles within the home.

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Are Mad Men mad at women?

Sex can sell, but does it have to? Industry folk from agency and client-side talk sexism in ads.

Mothers

Mum’s the word

From ordinary moments to mom caves, check out how three brands are celebrating household matriarchs ahead of their big day.

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Barbie gives girls their dream jobs

The toy’s “You Can Be Anything” platform comes to Canada to show girls they can be whatever they want when they grow up.

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Is social stressing moms out?

Many millennial women are feeling pressure to be perfect, plus other insights from a new study.

Mothers

Check it out: A better Mother’s Day gift

International charity War Child uses humour and brutal honesty to drive donations around the special day.

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Estee Lauder creates millennial-friendly brand

The cosmetics brand has launched a new line at Sephora to prove it’s not just for your mother.

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Check it out: A sexy spin on the coffee break

Harlequin’s new campaign cheekily acknowledges the need for a little escapism.

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A day to tackle sexism

How some brands hope to affect lasting change on International Women’s Day.

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Tapping into taboos

MaRS’s Dianne Carmichael on why health and wellness companies that are edgy with their marketing are poised for success.

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Why Danone has become drinkable

Activia’s newest product line targets busy, health-conscious women.