Adweek's annual Creative 100 list celebrates people who are changing the game in advertising, digital innovation, art, literature, and cinematography. This year's list includes nine entrepreneurs, among them the founders of Fancy, Brit + Co, Butterbar, and the Hundreds.
Here's who made the list, which is in no particular order:
Katie Keating and Erica Fite, co-founders, Fancy
Fancy, a New York City-based agency, was founded in 2011 with the idea that "if it matters to women, it matters to the world." The agency has successfully built a business around women as colleagues and as consumers. Writing about their work to modernize the image of Lion's Den, a chain of 46 adult retail shops, Adweek editor David Griner said, "The resulting work was empowering, certainly, but still fun, with women shedding inhibitions in the bedroom and even at the occasional geriatric birthday party." Griner also highlighted the founders' philanthropic work supporting women around the world.
Janne Brenda Lysø and Stian Johansen, co-founders and creative directors, Pol
In a short time, Pol carved out a reputation as a leading creative agency. Campaign highlights have included recreating a destroyed home from a Syria war zone in the middle of an Ikea, where most model apartments are picture-perfect and cozy; it raised 23 million euros for the Red Cross.
Bobby Hundreds, co-founder and chief creative officer, the Hundreds
The Hundreds is a streetwear brand that sells casual clothing inspired by surfers, skaters, and hip-hop fans. But the Hundreds' success owes as much to Bobby Hundreds's gonzo journalism and blogging as it does to the clothing he produces. On his brand's site, he keeps a blog, its topics ranging from the importance of diversity in surf branding to an interview with the creator of Garfield. In January, Bobby Hundreds teamed up with the Obama staffer who helped create the "Hope" campaign, to launch a social justice festival of art and ideas. His first documentary on streetwear was released in 2017, and he is the author of a forthcoming memoir.
Brit Morin, founder and chief executive officer, Brit + Co
After stints at Google, YouTube, and iTunes, Morin joined TechShop, where she began pinning her projects, like crafts for her wedding and earrings, on Pinterest. She soon developed a following of young women who loved what she was doing but didn't think they could do it themselves. In 2011, Morin founded Brit + Co as a media firm that included a community of experts in topics like beauty, fashion, food, and home to teach young women the skills they want.
Michelle Nguyen, co-founder and chief creative officer, Scout Lab
Nguyen left her job as creative director of Brit + Co to launch Scout Lab, a San Francisco-based creative agency. One of her first major projects has been to work on branding for a network of local farms that use vertical gardening techniques to create healthy food with a minimal footprint.
Karen X. Cheng, founder, Butterbar
Cheng's San Francisco-based viral video agency Butterbar's goal is to make ads that look like something a user could come across organically in their Facebook feed. The agency keeps up with viral video trends and social media algorithms and uses an analytics-driven approach to distribution.
Melisse Gelula, co-founder, chief content officer, Well + Good
Before the rise of athleisure, Gelula foresaw the wellness trend, and launched a lifestyle brand around it. Today, the website has eight million monthly unique visitors, 800,000 email subscribers, and 1.2 million followers on social media. The company also hosts retreats for yoga and meditation.