A strategy developed for the private pleasure of advertisers rather than for any potential to reach customers or change brand perception. what they don't show you is that women control $12 trillion in global spending, and yet some companies seem to have missed that. Why do they continue to be wrong? Women now control $12 trillion in global spending. The lack of female representation in the ad is a missed opportunity (there's only one woman in the boardroom scene with nine men and two dancing cheerleaders), but it's more of a symptom of a problem deeper: HTC has a man. image problem. It's not just in phone companies, it's in cars too. When I spoke to a marketing manager at a luxury automaker, I asked the same question. He seemed disconcerted. For him, his brand was not aimed at women and never would be. When he told me that less than 10% of the brand's website traffic came from women, it wasn't just with resignation, it was with pride. Even though advertising agencies use women to promote