Facts about the size and scope of the womenís market todayQualitative and quantitative market research techniques for gaining deep insights into your female consumersBrand strategy, identity and development to appeal to women customersandHowís principals have 35 years combined experience in marketing to women across a variety of consumer goods and services


Tami Anderson & Elizabeth Howland
Principals & Co-founders
andHow

We formed andHow because we believe that if companies would be willing to listen, set aside stereotypes and clearly and consistently communicate their brand values to their segment(s) of the women’s market, they would be practically assured of success.

With over 30 years of combined experience in a wide range of marketing disciplines, including creative strategy, direct marketing, public relations, online marketing and merchandising and market research, we have helped both fortune 500 brands and emerging companies understand and reach out to their female customers through authentic campaigns that resonate with the needs of their specific market segments. From fashion forward college students for Levi’s to environmentally aware mothers for Bio Bottoms to time-starved professionals for Infoseek (now Go.com) to pre-teen girls for Purple Moon to style savvy active women for Athleta, we’ve helped brands talk to their segments of the women’s market in ways that were meaningful and relevant to them.

Our agency experience allowed us the opportunity to work with a variety of companies and award-winning campaigns. As internal marketing team leaders with bottom-line responsibilities we understand the challenges facing corporate marketers to invest in programs that yield results and grow sales. We think that combination makes us a valuable asset to any team.

Prior to co-founding andHow, we led the marketing department at Athleta, an early leader in the women’s sports apparel market, where we were instrumental in the development of the Athleta brand identity, creative and editorial voice as well as catalog circulation and e-commerce strategies.

Before joining Athleta, Elizabeth spent several years in executive positions for direct marketing firms including Triplex, Gymboree and Bio Bottoms. Tami was Vice-president/Group Manager at Ketchum where she developed and led campaigns for consumer brands and leading technology companies including Levi Strauss & Co., Visa International, Infoseek (now Go.com), Intuit and Purple Moon (CD-Rom’s for pre-teen girls).