More ahead for
womenkind

A New York-based agency, which harnesses women to produce advertising geared toward their own sex, launched last week.

Called Womenkind, it will also provide business consulting and technology solution services, according to AdWeek. The agency aims to connect with a demographic that makes 85 percent of brand purchases, but is supposedly largely unserved by effective communications.

"A significant amount of advertising messages fall on deaf ears," Jerry Judge, formerly of Lowe.

"They're inefficient. They don't speak the right language. It's a matter of creative efficiency."

Womenkind works with a pool of mostly-female freelancers — dubbed "mavens" — to produce creative work. "Muses," a "standing focus group" made up of female small business owners, mothers and activists, are enlisted to develop ideas.

Under a strategic partnership, Mediaedge:cia will provide channel and media planning in addition to buying services.

The firm plans to donate 5 percent of its profits to help disadvantaged women.

Four partners are at the helm: former Lowe worldwide CEO Jerry Judge; a former creative team from Ammirati Plus Lintas, Kristi Faulkner and Sandy Sabean; and former WPP Group CTO Steven Leitner.