In Shoot Magazine's 2017 Year-End Survey, I talked about some work for Lion's Den we're really proud of and our agency's New Year's resolution to help brands speak to women who are over 40 - a group of overlooked consumers who feel like they’re left out of the conversation with brands.

The below was published in the December 22, 2017 issue. You can read the whole survey here: 2017 Year End Survey: Positive & Proactive

Shoot: What work in 2017 are you most proud of? (Please cite any unique challenges encountered)

Erica: We are most proud of two commercials we did for Lion’s Den, a 46-store adult retail chain determined to evolve into a top-of-mind sexual wellness brand. We needed to shift the perception of this mostly male, DVD-centric, pull-off-the-highway adult superstore in order to make it an appealing destination for women and couples. Our woman-owned and operated agency specializes in creating emotional connections between women and brands and we centered our new campaign around the idea that taking care of your sexual self is an important part of your overall wellness and something that should be considered every day. We believe, and it seems like we’re not alone in this, that whether solo or with a partner, we all deserve to have pleasure and enjoy life—it’s good for your body, it’s good for your emotions, and it’s good for your relationship. Plus, it’s fun!

Shoot: What’s your New Year’s resolution, creatively speaking and/or from a business standpoint, for your company, agency or division? Do you have a personal New Year’s resolution that you can you share? And if you like, tell us briefly about a project you’ll be working on in early 2018?

Erica: We have a theory that women over 40 are misunderstood, misrepresented, and sometimes just plain ignored by marketers. It’s our agency New Year’s resolution to change the landscape by truly recognizing who women over 40 are and who they are becoming. We’re conducting a nationwide survey with hundreds of women aged 40 years and older to get to the heart of what matters to them. How they feel and what’s motivating to them. We are also pulling together a panel of insightful women to provide a sounding board, a variety of perspectives, and spirited debate about what it means to be a woman over 40 today. Our goal is to help brands speak to this valuable group of overlooked consumers in a way that’s resonating and compelling. These ladies are loyal, they’ve got money, and right now they feel like they’re left out of the conversation with brands.