Introducing Fancy over 40

Women over 40 are one of the most dynamic groups out there. They can be mothers (of preschoolers or college students), they can be parenting their own parents. They can be at the top of their careers, or just starting new ones. They can be your neighbor, your boss, or even your intern. Beautiful, sexy, determined, funny, sincere. They have multiple facets and wide-ranging perspectives. And as far as advertising is concerned, they're basically invisible.

That's too bad because women over 40 make more than 80% of household spending decisions. They are influential and outspoken. They are running companies, they are taking care of kids. And parents. They need solutions and are willing to pay for them. And when they find something that works for them, from a brand that resonates with who they are, they are loyal. But they sense they're being left out of the conversation. 

Not anymore. As you know, Fancy has always been an agency that focuses on creating emotional connections between women and brands. But what we haven't told many people about yet, drumroll, please, is that this fall we're launching Fancy Over 40, our special focus on women over 40. We love these ladies. We ARE these ladies. And we've spent 20 years developing deep and emotional connections with them for brands around the world.

Fancy Over 40 helps marketers define and own what makes them unique and then create a strategy and marketing message that starts a relationship with their ideal clients. As a result, they build the emotional connections that will help them achieve their business goals.

If reaching women over 40 is as important to you as it is to us, give us a shout.

Erica Fite

Erica grew up running around the mountains and islands near Seattle before trading one coast for the other. 

First she moved to Los Angeles where she graduated from UCLA and pursued acting. Eventually she settled in New York switching from a life in front of the camera to behind it when she found a new career in advertising. In New York, Erica found success as an art director and global creative director for agencies big and small on accounts such as Milk, Clinique, Bahamas, L'Oreal, Pantene, Johnson's and many more. 

At Fancy, Erica and her team have been trusted to create social, digital, video and traditional campaigns for a variety of emerging and established brands. Today, Erica still lives in downtown Manhattan with her two children, escaping to mountain and islands whenever she can.

The Drum features Fancy’s work for Lion’s Den