Tierney XY Specializes in Marketing to Women

NEW YORK After dipping their toes in the gender marketing pool with a series of projects, Tierney Communications last week launched Tierney XY, a unit aimed at marketing to women.

Under the direction of chief creative officer Kelly Simmons, once a consultant with gender marketing company Goose, the unit launches with four Tierney clients: Commerce Bank, Independence Blue Cross, and a women’s healthcare account and a financial business the Philadelphia shop executive declined to name.

By tapping into a group of 250 female consumers, called the Pink Tank, Tierney XY can test new products and campaigns and execute surveys in a way the agency said is more cost-effective than traditional focus group methods.