Conference Speakers

Erica Fite

Co-Founder/Co-CCO, Fancy LLC

BIOGRAPHY

Erica’s life has taken her to both coasts and both sides of the camera: as an actor and as a creative director. As Creative Director/Co-Founder of Fancy LLC, she brings a snappy and sophisticated point of view to the work and to the way her agency works. When founding Fancy with her long-time creative partner, Katie Keating, eight years ago, they were determined to build an agency that elevated what matters to women and that focus still holds true today. You can see it in their client work, their volunteer work, and the way the agency works. Highlights include rebranding beauty device mē as an opportunity to bring people together instead driving them apart, creating a film about the surprising impact Always pads can have on girls in the developing world (spoiler alert: they stay in school!), to transforming adult retail chain, Lion’s Den, into a top of mind sexual wellness destination by normalizing the conversation around sexual health and empowerment and helping launch the cannabis brand Coral Reefer for Surterra.

Prior to founding Fancy, Erica was the only female Global Executive Creative Director in the Lowe & Partners network. Her career also included stints at McCann, Grey, Della Femina, Bozell, and the in-house creative department of Clinique, where she created memorable campaigns for Milk, L’Oréal, Coty, Pantene and others.

Erica received a BA in English from UCLA, where she read enough books to decide to make a career out of visual work. She gets her inspiration from museums and galleries and clears her head by running and biking miles and miles through the Mohonk Preserve. She loves hanging out with her new husband and many kids in NYC and sometimes they do, too.

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Tackling Social Taboos: Reflecting Real Life for Real Profits

As advertisers and marketers, we have an opportunity to reflect the status quo or push the cultural needle forward. So much of our normal everyday lives has been hushed by society, stigmatized and shamed. When brands engage with people in real, authentic, and emotional ways that show they are on their side, they create a lasting connection and build brand advocacy. Consider this a call to action for brands to use their power and might to break barriers while making product breakthroughs (and the money will follow).