Sarah Moore: Using real moms for marketing

When Sarah Moore, the San Francisco half of advertising consultancy MomWise, was a little girl, her father was an executive at a major advertising firm.

One day he brought home storyboards from a Flintstones Vitamins commercial, and when young Sarah saw the same commercial on television during morning cartoons the next day she witnessed the way marketing connects to everyday life.

Now that Moore is a mother and a former senior ad executive herself, she has long recognized that such a relationship between marketers and their real lives can give a significant advantage in her business.

“Because moms control close to 90 percent of the household spending in the country, there will always be a place for marketers who empathize with mom,” Moore said.

With that in mind, Moore and her longtime friend Betsy Westhoff this year created MomWise, a consultancy that harnesses the collective empathy of marketers who are moms themselves.

Moore, who said in marketing she most enjoys “jumping into the target’s head,” has two boys, Henry, 12, and Christopher, 10. She was a senior executive for almost 20 years, most recently as management director for DDB Worldwide in San Francisco.

She said too many times in the boardroom her colleagues would turn to her for the “mom” opinion, because she was the only mother in the room. And yet, when groups of mothers were consulted for marketing decisions it was typically done as a focus group, so the mothers were thinking as consumers rather than marketers.

MomWise for the first time, according to Moore, combines the wisdom of mothers and marketers. The company’s resources include a panel they’ve convoked, drawing advice from more than 55 “marketing moms.”

Moore and Westhoff began the venture earlier this year without any startup investments, Moore said.

The two ran consultancy projects for Munchkin Baby Products and Peapod.com, an online grocer, which became the beta phase of MomWise, and contributed the opening capital.

“People are beginning to think how moms are influencing products that are not traditionally considered mom brands,” Moore said.

businessBusiness & Real Estate

If you find our journalism valuable and relevant, please consider joining our Examiner membership program.
Find out more at www.sfexaminer.com/join/

Just Posted

U.S. Attorney David Anderson announces federal firearms charges against two men for their roles in a March 2019 shooting outside the Fillmore Heritage Center in a news conference alongside SFPD staff at the Phillip Burton Federal Building on Thursday, Jan. 9, 2020. (Kevin N. Hume/S.F. Examiner)
Departing U.S. attorney predicts corruption probe will continue

David Anderson shook up City Hall as top federal prosecutor

Disability advocates protested outside the home of San Francisco Health Officer Tomas Aragon. (Courtesy Brooke Anderson)
Vaccine rollout plan for people with disabilities remains deeply flawed

On February 13, disability activists paid a visit to the house of… Continue reading

A Bay Area Concrete Recycling facility that opened on PG&E property in 2019. Former PG&E employees have been accused of accepting bribes from Bay Area Concrete. (Courtesy of Bay Area Concrete Recycling via ProPublica)
Lawsuit reveals new allegations against PG&E contractor accused of fraud

By Scott Morris Bay City News Foundation Utility giant Pacific Gas &… Continue reading

New protected bicycle lanes stretch from the city's Portola District to Bernal Heights. (Courtesy Bay City News)
City leaders celebrate protected bike lanes in city’s Portola, Bernal Heights neighborhoods

San Francisco city leaders on Thursday announced the completion of new protected… Continue reading

California is set to receive supplies of the Johnson & Johnson vaccine, which is still under review by the U.S. Food and Drug Administration. (Courtesy photo)
California could receive 380K doses of new J&J COVID vaccine next week

California could receive 380,300 doses of the new Johnson & Johnson vaccine… Continue reading

Most Read