Video: Heidi Dangelmaier
HTML 5 accessible player with share button. This is the player we use on AIGA.org.
Filmed on: October 25, 2008
About this video
When Heidi Dangelmaier created her all-girl branding
firm, 3iying, she couldn't have imagined the controversy that would
ensue. An entertaining look at how this trendy young consultancy is
working to reshape the way that brands target millennial girls, and why
they think agencies have been getting it wrong.
Speaker bio
Heidi Dangelmaier
is a proven and patented innovator in everything from game technologies
to cell phones to tampons. After being the only female robotics student
in Princeton’s doctorate program, she left robotics to pioneer
girl-focused media and marketing. Dangelmaier led Sega’s first
initiatives to make video games for girls, and her entrepreneurial drive
has centered on making more profitable products and more effective
advertising for the female audience. Three years ago, after recognizing
how elusive the females of the new millennium were to the marketing
industry, Dangelmaier launched 3iying, an all-girl innovation think
tank. She and her girl team work with major brands giving them the
insights, creative concepts and strategies they need to succeed with the
future generations of females. She has contributed to four books,
published 24 articles and been the subject of more than 30 press pieces
and news shows on Bravo and CNN. She has been an industry-appointed
design judge for the Industrial Design Association, Computer Game
Developers, Graphis, AIGA, Siggraph, Advertising Association and
the Webbys. She was Samsung’s poster girl for new products and
innovation in a 2000 ad campaign, and she even has a patent with a
telecom giant.