This Creative Shop Focuses on Women Over 40, a Group Advertising Often Ignores

Fancy wants to subvert marketing stereotypes

Katie Keating and Erica Fite, co-founders, creative directors
The Street Sensei

Touching women’s hearts and treating them the right way is no passing fancy for a creative agency called Fancy. Katie Keating and Erica Fite formed the shop in 2011, years before sex-related issues reached their current high-decibel crescendo.

“What we try to do with everything, including the people who work here and the brands we work on, is elevate what matters to women and find things that make women’s lives better,” said Fite, noting that the over-40 group is a particular interest.

To help with that, Fancy conducted an online survey of 500 women over 40, then created a panel that serves as a sounding board. “They feel ignored by advertising. And at the same time, they feel they are stronger, sexier, cooler and more who they want to be than they ever have before,” said Keating.

Current work for Exuviance, an anti-aging skin product line, illustrates how Fancy goes against the norm. Often, beauty companies “don’t think women have the smarts to understand why products work,” said Keating. “The Exuviance ads talk to women as the science-loving smarties they really are.”


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This story first appeared in the October 22, 2018, issue of Adweek magazine. Click here to subscribe.

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