The New Attraction Game

Explore the evolution of marketing to men in this 20-minute conference talk from Web Summit. Delve into how iconic FMCG brand Axe (also known as Lynx) is adapting its legendary campaigns in response to #metoo, emerging technologies, and the fierce competition for consumer attention. Join Rik Strubel, Chief Visionary for Axe, as he shares insights on the changing landscape of masculinity-focused marketing and the brand's strategies for navigating these shifts in the "new attraction game."