Mum was first women’s site

Mmm… it was an interesting ad campaign that ran in Marketing Week last week (MW July 6). Opening line: “ was the first women’s website to be launched in the UK” – I think not.

Back in 1998, we identified the Internet as a key element of an integrated campaign to refresh the Mum brand.

Admittedly our strategy was to use the development of the Mum website as the central focus of creating on-pack and media-led promotions, but there is no doubt that was the first UK website to directly target women, with trailing months behind. Marketing Week may even remember the extended (four-page) coverage we received in your newly-launched e-volve (back in the days when it was still a supplement). So what do you think my next steps should be: should I complain to the ASA or ask to justify its claims. Come to think of it, I’ll take the gracious approach and sit back with my colleagues with a smug grin on our faces, secure in the knowledge that imitation is the sincerest form of flattery.

Justine Koder

Board director

Ignition Marketing Group

London SE1

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here