San Mateo, CA-based Women.com Networks launched a new television
advertising campaign with the tagline “Women-not-Cliches.”
The TV ads will run in spot markets including San Francisco, New York, Austin
and Seattle. The ads will air on network programs such as Friends, ER, Oprah,
Martha Stewart, Dharma & Greg and Ally McBeal. Citron Haligman Bedecarre
EuroRSCG, based in San Francisco, created the campaign. Spending was not
The TV campaign takes cliched expressions about women and gives them a new,
irreverent twist. Featuring a voice over by actor Sarah Jessica Parker, the
first six spots highlight the variety of useful information women can find on
the Women.com Web site in areas including investing, food, beauty, careers,
“We believe the entertaining and compelling tone of ‘Women-not-Cliches’
demonstrates our unique understanding of women and introduces them to the
rich information and services Women.com offers,” said Fran Maier, senior vice president of marketing at Women.com Networks.
Women.com also launched an advertising banner campaign produced by Modem
Media.Poppe Tyson. The banner campaign incorporates both the theme and
music from the television spots. The online campaign will run on Yahoo!,
Lycos, Go Network, among other sites.
Women.com is comprised of more than 90,000 pages of content organized into 20
topical channels, including career, entertainment, family, health, home,
and Internet, and pregnancy.