Erica Fite

Erica’s life has taken her to both coasts and both sides of the camera: as an actor and as a creative director. As Creative Director/Co-Founder of Fancy LLC, she brings a snappy and sophisticated point of view to the work and to the way her agency works. When founding Fancy with her long-time creative partner, Katie Keating, eight years ago, they were determined to build an agency that elevated what matters to women. Firmly women-focused from the get-go, they jump at every chance to do great work that elevates what matters to women, with particular expertise in reaching women over 40. Highlights include everything from launching category-creating beauty device iluminage by appealing to the intelligence of women 40+ instead of their insecurity, to creating a film about the surprising impact Always pads can have on girls in the developing world (spoiler alert: they stay in school!), to transforming adult retail chain, Lion’s Den, into a top of mind sexual wellness brand by normalizing the conversation around women's sexual pleasure.

Prior to founding Fancy, Erica was the Global Executive Creative Director on the Johnson’s account at Lowe & Partners. While being the only female global creative director in the Lowe network, running a team of creatives in four regions, she reframed Johnson’s from a brand known around the world for baby products to a sought after skincare brand for adult women. Other agencies included McCann, Grey, Della Femina, Bozell, and the in-house creative department of Clinique, where she created memorable campaigns for Milk, L’Oréal, Coty, Pantene and others.

Erica received a BA in English from UCLA, where she read enough books to decide to make a career out of visual work. She gets her inspiration from museums and galleries and clears her head by running and biking miles and miles through the Mohonk Preserve. She loves hanging out with her new husband and their many children in NYC—and sometimes they do, too.