Amy Demas is the CEO and executive creative director of AD&Co., a full-service creative agency and content production studio supporting retail, fashion, beauty, health and wellness brands. She’s also a Women in Retail Leadership Circle (WIRLC) consultant member! In this member spotlight, we asked Demas a series of questions so that you can get to know her better.

Women in Retail Leadership Circle: What services does A&DCo. offer?

Amy Demas: AD&Co. is a full-service creative agency and content production studio supporting retail, fashion, beauty, health and wellness brands. We offer brand and content strategy, design and creative direction, content and campaign creation, and shoot production from concepts to post-production. We meet our clients where they are in their ongoing brand building journey and customize a roadmap to get them on the path to reaching their goals. My background as an executive in women’s specialty retail and at agencies on large-scale retail accounts has shaped the way we work with our clients. Our account relationships sometimes begin when we are brought in to modernize and evolve a brand and/or work with internal teams during a brand pivot, when new strategies or specialty projects overwhelm existing resources. These experiences have often evolved into ongoing relationships.

WIRLC: What were some of the biggest challenges you faced in starting your own company?

AD: I founded AD&Co. in 2016 with one client referral, so the challenge at that point was growth. Thankfully in a fairly short time, a previous colleague reached out to hire us for a new product launch. It was an exciting time but eventually we recognized the challenge that we didn’t have our own agency presentation materials because we were so busy supporting current business and fielding referrals. When a cold inquiry would come in, I had to rely solely on my previous portfolio and a phone conversation. Fortunately, we now have the tools we need to communicate our capabilities and our previous and current clients continue to refer new business our way.

WIRLC: What drew you to retail early in your career?

AD: When I was 17, I begged the head of window design at my local Bloomingdale’s to hire me as an intern. From there I went to FIT to get a degree in display design and worked designing windows for a small shop in Soho – at the time, my dream job. However, my career really began to take shape in editorial, as an art director for various magazines. I loved the challenge of concepting, creating and releasing content on a monthly basis. I found the energy of the process to be quite exciting. When an opportunity to join a creative agency on the Target account presented itself, I immediately recognized the career potential. I was super intrigued by how many media avenues for retail communication existed and through my experience with Target, I became adept at developing customized messaging campaigns that had impact across channels.

While the windows to retail have shifted, my love is still strong. I also thrive in the ever-reinventing pace of retail. I’m an artist and my palette is retail.

WIRLC: What are the biggest differences you’ve found in working with a female-led team?

AD: There are a few differences that stand out. The first is about our first-hand knowledge of the target audiences that we serve. As modern women ourselves, my senior team is committed to presenting an evolved view of modern women. We know her and communicate with her regularly, so this provides us with a certain shorthand. 

The second is that our team prioritizes a more nurturing environment. As one example, we’ve put flexible work policies into place for our team and offer paid family leave. This approach tends to cultivate a space where individuals are more inclined to voice their ideas, take risks and grow both personally and professionally. By valuing relationship-building and open dialogue, we’re able to foster an atmosphere that empowers team members to reach their full potential while contributing to our company’s success. As I was building the company, I knew how important these practices were, because I’d experienced tough and ultimately unproductive work environments in the past. I believed there was a better way to lead teams to bring out their best, and so far that philosophy has helped us grow the business and become a more impactful communication partner to the brands we support. 

WIRLC: How does A&DCo. approach brand storytelling?

AD: When we work with a new client, we sit down with them to understand their story as they define it and more importantly, as their customers define it. We guide them through a process of considering the 360 degree aspects that communicate brand essence, including the products, services, culture, team, technology and most important, the targeted customer. We often discover that people within the organization have different perceptions of the brand, which is always a critical first-step issue to unpack. From there, we initiate a process of clarifying the core brand “story-world”, which becomes the foundation from which we expand the narrative.  

Brand storytelling isn’t something you do once. It’s an ongoing creative process that builds on the core story world as a source for developing creative platforms and content. Even the simplest of stories have legs for brand-building, and we love to conceptualize possibilities for expanding the reach and impact.

WIRLC: What are some of today’s branding and creative marketing trends that are catching your attention?

AD: Top of my list is personalization. I’m interested in several aspects of this: from virtual try-on to media opportunities that are completely customized for individuals. It sounds overwhelming when you think of the possibilities, but I have virtually no doubt that personalized services and product offerings will increasingly become a core tenet of the customer>brand relationship. 

Marketing sustainability practices and/or offering sustainable products are another thing I have my eye on. I do think that brands and retailers must adapt more sustainable practices and those that incorporate this into their brand marketing strategies will continue to win and be poised for Gen Z, a population that has demonstrated very little tolerance for waste and further damage to the planet.

We’re all certainly watching AI unfold rapidly and I’m quite curious to see how it redefines who we create. 

WIRLC: What’s a lesson you had to learn the hard way in business?

AD: That start-up brands can be exciting to work on but they require as much time and effort as established brand clients. Since their budgets are typically much smaller, I’ve learned the hard way that we cannot afford to spend the same energy (unfortunately) on those accounts. I’ll always explore possibilities, but we now have clear engagement parameters.

WIRLC: What’s one thing you do to balance your work with your personal life?

AD: AD & Co. was set up as a hybrid work model long before the pandemic. Everyone on my team has the option to work from home or the office, and of course we are also often working on set. This allows for more flexibility and creates balance. I’ve found for myself — and the creative team in particular — that when you have the opportunity to work in your own creative space with your own music, scent, vibe, etc., you thrive. My work is a huge part of my life and I love what I do, so as a creative director and as the CEO of a growing boutique agency, I dive deep into my projects with the team. And then, when the time comes, I reset by taking short weekend jaunts to some of my favorite places in CA: Sonoma county, Santa Barbara, the Ojai Valley, etc.  These are my organic recharging stations.  

AD: What’s one piece of advice you received that still resonates with you? 

Culture surrounds us and constantly drives change. Technology surrounds us and constantly drives disruption. Our job is to create a purposeful path from product to consumer, which requires that we constantly keep an eye on the horizon. In this business, every day is virtually a new day, and that’s what makes it all so thrilling for me.

Interested in connecting with women like Demas? Apply today to become a Women in Retail Leadership Circle consultant member!