NEW YORK: A newly launched US advertising agency is aiming fairly and squarely at women who, it claims, make 85% of brand purchases but are often impervious to (skeptical, some might say) traditional brand messages.

Womenkind is the brainchild of a quartet of agency veterans: former Lowe Worldwide ceo Jerry Judge; ex-Ammirati Puris Lintas creatives Kristi Faulkner and Sandy Sabean; and former WPP Group chief technology officer Steven Leitner.

To connect with its target audience, the new shop intends to use mainly female creative talent (dubbed 'mavens' by the startup) from a freelance pool; while a collection of 'muses', aka a focus group, will help develop ideas, markets and directions for brands.

Avers Judge: "A significant amount of advertising messages fall on deaf ears. They're inefficient. They don't speak the right language. It's a matter of creative efficiency."

Initially, Womankind will target automotive, financial services and pharmaceuticals marketers who "almost have it right or believe that it is imperative to get it right" when it comes to reaching women.

In addition, it plans to donate 5% of its profits to help disadvantaged women via charities identified by its clients.

Its undisclosed funding has come from a mainly female-oriented line-up of institutional investors.

Data sourced from Adweek (USA); additional content by WARC staff