Founder | Ceo | Cco
CurrentI believe that brands, culture, and society all win when we recognize the power of the 50+ consumer. As Founder, CEO, and Chief Creative Officer of Grace Creative, I lead one of the few marketing and advertising agencies helping brands activate consumers 50+, an audience that if they were their own country, would constitute the third largest economy in the world. Key to tapping into this audience are women 50+ who make 95% of the household buying decisions, have $15 trillion in assets, and the desire to make the most of this next chapter. Yet 91% of these super consumers say advertisers just don't get them. At Grace Creative, we are award-winning creatives powered by big agency careers across CPG, travel, hospitality, automotive and finance. Our multi-generational team offers both the gift of foresight, and the advantage of years of hindsight. As a result, we work faster, smarter, and more successfully. Our work has taken us to the stage of the Fast Company Innovation Festival, to a successful multi-year brand campaign photographed by Annie Leibovitz for Golden Door, the #1 Destination Spa in the World, to the AOR for ultra-luxury cruise line, Seabourn, to DE & I work with Google, and of course, creative work for major menopause brands including Gennev and Kindra.We think it's time more brands put audiences over 50 in their sights -- as consumers and as employees. Because if you want to activate consumers over 50, you have to hire people over 50.Before founding Grace Creative, I created national campaigns for brands like Honda, Apple, and Pizza Hut during years at TBWA\Chiat\Day LA and BBDO. My superpower is creating a brand voice that breaks through the noise and truly resonates. An age activist, I am a frequent panelist, media expert, and podcast guest on the rebrand of aging. I co-created the viral Age Anthem campaign spotlighting women 50+, and the founder of the media property and community GirlsGone50.comReach me at: susan@gracecreativela.com
