Despite the fact that women make 85% of household buying decisions, the majority of women over 40 report feeling largely overlooked by the advertising industry. Even more striking, 82% of women in a recent survey felt cooler, stronger, and sexier than they ever expected at this age—so why aren’t advertisers targeting them? Enter Katie Keating, the founder and Co-Chief Creative Officer of Fancy LLC, a 100% women-owned advertising agency. Katie and Fancy’s mission is not only to create impactful work targeting women—especially those in midlife—but also to provide a work environment where women can thrive.Join us for an enlightening and empowering conversation as Erin and Katie delve into reshaping how women are viewed and spoken to in the world of advertising, and embracing their power as consumers and entrepreneurs. We discuss:How women are often relegated to female-centric products in advertising, like beauty and women’s health.Katie’s founding of Fancy LLC to tackle the gender disparity in advertising and create an agency where women can balance their careers and personal lives.Why traditional advertisers often ignore women over 40, despite their significant role in household purchasing.Approaching “taboo” subjects in advertising to better connect with women over 40.How social media platforms restrict advertisements related to women's health and sexual pleasure, perpetuating taboos.How cultural resistance to discussing salaries and finances hinders women's economic empowerment.Strategies for advertising to women about aging, cannabis, and mental health.The positive impact and empowerment that occurs when women control financial resources.OUR GUEST: Katie Keating is recognized as one of Adweek’s Creative 100, and a snappy, strategic, and seasoned Creative Director empowering brands to create meaningful, motivating connections with women—setting the stage for long-term brand loyalty and revenue growth. Katie co-founded Fancy in 2011 to change the way advertising works for women. Entrepreneurial in spirit and in practice and a hands-on leader who values collaboration with both clients and partner agencies, Katie’s is a contributor to Adweek, Ad Age, and Campaign. She loves a spontaneous dance party.Want more Katie? Find her and Fancy LLC online at https://www.fancynyc.com. Follow her on:Instagram: @fancynyc X/Twitter: @katiekeating LinkedIn: @katiekeating Want more Hotter Than Ever? Subscribe to the Hotter Than Ever Substack to dive deeper. Find episode transcripts at www.hotterthaneverpod.com Follow us on:Instagram: @hotterthaneverpod TikTok: @hotterthaneverpod Youtube: @hotterthaneverpod Facebook: @hotterthaneverpod We’d love to hear what you think about the show - tell us what stories are resonating with you by writing us a review on Apple Podcasts! If you’re enjoying the show, consider supporting us! It’s as simple as buying us a coffee!Want advice about some aspect of your life over 40? DM us on IG @hotterthaneverpod or text/leave a voicemail on the Hotter Than Ever Hottie Hotline at (323) 844-2303 and your question could end up on the show!Mentioned in this episode:Broad CollectiveLearn more about Broad Collective and our membership network for midlife women entrepreneurs at broadcollective.com. Apply to join Broad Collective at https://broad-collective-co.mn.co/landing