Penguin Random House has inked a deal to publish The New Female Tribes which “explodes” gender stereotypes and explores the role of women in advertising.
J Rachel Pashley, global planning director at marketing and communications agency J Walter Thompson (JWT) London, will write the book based on JWT's ‘Female Tribes’ initiative, of which she is head, for PRH imprint Ebury's division Virgin Books.
UK and Commonwealth rights excluding Canada were acquired by Carey Smith, publishing director at Ebury Enterprises, from Sarah Such at Sarah Such Literary Agency. It will be published in July 2018, to coincide with the centenary of the first women’s vote, with an r.r.p. of £20.
The book will “explode female stereotypes making the urgent case for reassessing the role and value of women in contemporary society”. A PRH spokesperson said it will draw on never-before published proprietary research, The JWT Women’s Index study, featuring around 8,000 women across 19 countries, exploring the concept of ‘Female Capital’ - the value women bring to the world as women not merely as ‘consumers’ but as leaders, activists, pioneers, artists, and entrepreneurs.
The book will have a foreword by Sir Martin Sorrell, chief executive of marketing and PR company WPP and it will be positioned as a business title but also an "essential read for anyone working in marketing and advertising or with an interest in gender issues".
Pashley said: “The aim of The New Female Tribes is to describe women and their roles in a much more meaningful, more inspiring, and more profound way that will serve to influence not just the advertising industry but start to change the way the world works for women.
“Advertising is a central part of our culture, and in my view we have a responsibility to change the one-dimensional way the world sees and portrays women.”
Carey Smith, publishing director at Ebury Enterprises, said the title “will supply a new cultural narrative for women everywhere”.
“Growing out of J Walter Thompson’s hugely ambitious global survey, initiated by Rachel, people might be surprised to see how women round the world see themselves,” she said. “At a time when women are in the news as never before, the book will speak to anyone who is interested in exploring the diverse possibilities of being a woman today.”