Only a madwoman would try and get back into an industry that idolises youth.
Then she spots the £5.27 trillion gap in the market...
Women over 50 control £5.27 trillion in the UK alone.
But nobody knows how to talk to us.
Women in ads go from spotty teen to vixen, to career woman, to mother…
…then it jumps to the white-haired woman awaiting death.
There is one simple reason for this:
Finding a woman over 50 in an advertising agency creative department is almost
impossible.
janee is a new creative resource of brilliant older creative women who want to change how advertisers communicate with the most powerful consumer group on the planet. Us.
Stronger, tougher and wiser than ever.
We know the world loves beautiful young girls (we certainly enjoyed being them back when).
But the perception that this is the most powerful time in a woman’s life is absolute nonsense.
There is nothing more powerful than a woman who’s experienced all of life’s challenges, who’s loved and lost, fought and won (or learned), taught, healed, and guided.
We know it’s impossible to see this unless you reach it, so we understand why you portray us as the same old stereotypes and airbrush out our wrinkles.
But please, let us show you how to really talk to us…
We’re totally redefining the blue rinse set.
We grew up in the most radical, creative, and disruptive times.
We had great music, art and culture.
And we had the best advertising.
We really miss that.
It's not always all about us.
Women may make 85% of the purchasing decisions (but the blokes really don’t know that).
The boys we grew up with and the men we have loved haven’t changed.
Because we know that no matter how old you get, in your mind you still feel 28.
Who better to communicate to a mature male audience than the women who understand them best?
And, if we get a brief that the old guys will be into, we'll get them onto it.
We know diversity is the buzzword of the moment.
But we’ve heard it all before (inclusion, anyone?)
So we won’t be taking part in any useless ‘feel good’ initiatives.
We’ll just keep carrying on being what we’ve always been. Diverse!
Jane Evans created the first ad to ever show a divorced couple.
The first to show a couple living together.
And the first to show men doing housework effectively.
She created James Squire, Australia’s first craft beer, and the Tim Tam genie campaign that still runs after 25 years.
She has run her own business since 1995 with clients like Revlon, Maserati, Guide Dogs, and too many breweries to count.
She’s launched every major tech advancement since the dawn of computing.
And she’s still winning awards.
Who else could manifest such a radical new creative movement?
We work with clients on a project basis. This can be any creative communication challenge that directly speaks to an audience over 50 (or where some real woman’s wisdom is required).
We only work on projects where we can make a difference.
We have creatives, project managers and producers around the world, janee will select the best team to suit each individual brief.
We prefer to work with clients direct, but we’re also happy to work with your current communication partners.
Call Jane Evans on +44 7721 477 440 or email: jane@janee.london
This is how we'd sell a funeral plan!