We build iconic brands, designed for men.

69% of men feel that brands do not portray the right image of masculinity. We are on a mission to change how masculinity is portrayed.

The term toxic masculinity is increasingly acknowledged and understood. Men have generally been raised to ‘perform’ a societal version of masculinity instead of simply living out their own version of manliness, whatever that is.

Society has recognised how harmful stereotypes are to people’s mental health. Many brands still remain part of the problem rather than part of the solution. And yet are huge opportunities for the brands that lead the solutions as our work with clients has demonstrated.

We have deep expertise in marketing to men. New Macho helps to grow brands focused on male audiences with our insight-led approach to navigating the complex messaging and marketing landscape to create true and lasting connections.

Perfect storm's New Macho unit to evolve masculinity work

Perfect storm's New Macho unit to evolve masculinity work

Confronting the issue of toxic masculinity, Dove Men + Care, Unilever's male grooming brand has appointed BBD Perfect Storm to ensure the brand promotes inclusivity.

According to a national survey on the state of masculinity, by BBD Perfect Storm's …
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Unilever appoints BBD / Perfect Storm to global Dove Men+Care brief

Unilever appoints BBD / Perfect Storm to global Dove Men+Care brief

Unilever has hired independent agency BBD Perfect Storm to develop the global proposition for male grooming brand Dove Men+Care.

The Dove Men+Care ad account is currently held by WPP-owned Ogilvy, which will continue to work on the creative.
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'Harmful' gender stereotypes in adverts banned

'Harmful' gender stereotypes in adverts banned

A ban on adverts featuring "harmful gender stereotypes" or those which are likely to cause "serious or widespread o˜ence" has come into force.
The ban covers scenarios such as a man with his feet up while a woman cleans, or a woman failing to park a …
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