Christine Jones Leads Collective for Women-Centric Storytelling

• A female-oriented creative collective called SirenXYZ has been launched
• Its mission is to create opportunities for brands to connect with women
• Focus on the creation of branded content and storytelling targeting women by women

SirenXYZ located in London is a new community of creative that focuses on women and is focused on helping brands engage with the increasing amount of money women are spending.

Created by Christine Jones, who is an award-winning creative, SirenXYZ creates branded experiences and storytelling specifically for women by women.

Christine was formerly the global executive creative director at the Ridley Scott Creative Group and has a long history of producing great work for some of the world's largest brands.

She has also worked for well-known creative agencies such as Leagas Delaney, Ogilvy & Mather, TBWA, and Publicis Worldwide, where her responsibility was to lead the creative area within cultural and trend-based advertising.

The team of SirenXYZ has a diverse range of women, with experience in many aspects of creativity. The team includes authors, directors, creative influencers, advertising professionals, and independent publishers, and has collectively produced thousands of pieces of content that are impactful and authentic to women. The SirenXYZ team provides personalized services based on the needs of the brands they serve.

Christine also discussed the changing needs of the clients; where there is an increased need to have authentic communication appealing to the female audience.

She emphasized the importance of viewing the issue from the angle of the female audience, considering the fact that their wealth has greatly increased over the past decade.

She feels that companies ignoring an audience of females are essentially ignoring a trillion-dollar market and is thus dedicated to helping companies communicate effectively with females. And encourages companies to spend a small percentage of budget on the female audience, possibly creating a more balanced media mix.