A strategy developed for the private pleasure of advertisers rather than for any potential potential to reach customers or change brand perceptions. what they don't show you is that women control $12 trillion in global spending, yet some companies don't seem to have noticed. Why do they keep making mistakes? Women now control $12 trillion in global spending. The lack of female representation in advertising is a missed opportunity (there's a single woman in the boardroom scene with nine men and a couple of dancing cheerleaders), but it's more a symptom of a deeper problem: HTC has representation male image problem. It's not just in phone companies, it's in cars too. When I spoke with a senior marketing executive at a luxury car manufacturer, I asked the same question. He looked bewildered. As far as he was concerned, his brand wasn't for women and never would be. When she told me that less than 10% of the brand's website traffic came from women, it wasn't just with resignation, but with pride. Even though advertising companies use women to make the