The frank story.
Frank + Candor founder, Debbie White, looks back.
When I was a 20-something art director, I recall creative briefs listing women 50-plus as the target audience. My reaction, “Great. I don’t get to do anything fun.” And when it came time to cast that target I remember submitting casting specs with descriptions like “gray hair” and “grandma-type.”
Fast-forward a few decades and now I’m 50-plus…and offended. (Yes, I have offended myself.) My depictions of the mature woman were wrong then and they’re even more wrong today. The mature woman of the 21st century is younger-minded, hipper, smarter, savvier, healthier, more resourceful, more engaged, more educated, and more influential than in any other time in history.
They’re different types, ethnicities and religions, but they all have one thing in common: they want to be considered people before women. And while they don’t mind telling their age, they don’t like to be defined by it.
Next, three things happened for me.
1. I saw how incredibly misrepresented older women are in current marketing. 2. I learned that 95% of them feel misunderstood by marketers. 3. I learned how they represent 85% of all buying power.
So, I thought to myself, this target has money, they’re eager to spend it, yet marketers aren’t connecting with them, or they’re ignoring them all together. At this moment, Frank + Candor was born. There was, what seemed to me, an obvious opportunity. A chance to change the dialogue. To talk “with” women instead of “to” them.
Now as I write the creative briefs with this target of women 45-plus, I’m excited. And my mission is simple: recognize them as the complex and completely unique beings they are and connect with them in a truly authentic way. Frankly. And candorously.
How do you harness these mega-influencer boomer women who control at least 75% of the world's economy?
Things we do.
Social Media Campaigns
Videos, Pre-Roll Videos
Image Library Creation
Just about anything with an idea
Frank + Candor. Where women rule.
Frank + Candor is a female-centric marketing agency that specializes in connecting strategically, creatively and truthfully with the world’s most dominant consumer: mature women.
We define these women as 45-plus. They are the key decision-makers of the household. They either do the spending or influence it. Women 45-plus are making decisions on food, clothes, and cleaning products, sure, but also cars, computers and other electronics, investments (women own the majority of stocks), health insurance, schools, vacations, home improvement, the list goes on. Mature women have the money and they control the purse strings.
Frank + Candor knows how to connect with these super-consumers, and build relationships with them, and that translates into higher ROI for our clients.
Our team. Frank and full of candor.
Our team is hand-picked. We’re an agile agency that brings in specialists for project work, with a top-tier core group of award-winning talent.
Authenticity has always been our secret weapon. It works well for us because it’s part of our make-up, too. We’re a group of frank and honest women who aren’t afraid to say what we think. We welcome open dialogue with our clients and everyone with whom we work. In our experience, it nets the best work.
And many more.
We partner with independent researchers, writers, designers, digital strategists, developers, sound engineers, editors and more.
I recommend Frank + Candor.
I turn to Frank + Candor whenever I have a complex branding challenge – they always come through with a spot-on concept.
Margot Warren, Director of Brand Marketing and CRM at Service Corporation International