Managing Director Charlotte Mair Named in Ad Age’s Leading Women 2021


Ad Age’s recently announced list aims to highlight women sparking innovation across agencies and brands in various industries. These women are driving change in the marketing, advertising and media landscape in 2021 and beyond. 

Charlotte has been listed as one of the Top 20 Women in Europe, and the youngest on the list. Having started the agency with £17.22 in her bank account and no marketing agency experience, Charlotte’s journey to the list is far from the traditional founder’s story. Ad Age asked Charlotte a variety of questions including:

What’s the biggest risk you’ve ever taken?

Starting an agency with £17.22 (U.S. $25) in my bank account, with relatively no agency experience. I look back now and laugh and shudder at my boldness. It’s been a roller coaster of a ride. Definitely had I had more agency experience, I could have avoided some pitfalls. But running an agency requires a lot of resilience and, after the last seven years of learning on the fly, I have that in abundance.

What should the industry do to encourage more women and people of color into its ranks?

Start at the bottom. At the moment, the bulk of investment and time is being driven into the top of the funnel, when awareness, confidence and belief starts in the classroom. The quotas are always going to fall short because who we think we can be, starts long before we’re graduating or starting our first job.

Give people their roses—leaders like Bozoma Saint John, I would suggest, have been far more influential in getting young Black women into marketing through showing it can be done and being herself, more than most D&I initiatives combined. Not everything requires a suit and a PowerPoint.

What advice would you give your younger self?

Definitely ‘‘f*ck the fear.’’ The pandemic has reminded us all that life is short, and you should always shoot your shot. The worst that happens is someone says no. Our pillars at The Fitting Room are hype, demand and legacy± all three require a certain amount of running straight into the fire.

We are incredibly proud of her at The Fitting Room. We know how hard Charlotte works and how focused and driven she is to create outstanding campaigns that bring great stories, new voices and culture to the masses.

Opening doors and inspiring other women is a big part of her personal mission.

In Charlotte’s words, ”F*ck the glass ceiling”.

Click below to read Charlotte’s full interview.


3 months ago