On this week's episode of OWN IT, we’re talking to Alisha Goldstein of the Jane Smith Agency. Alisha’s focus is on offering a speciality in what she calls the most powerful consumer in the world - The Discerning Female Consumer.
We talked about the unique focus of her agency, her path to ownership and, of course, her thoughts on why there are so few female agency owners in advertising today.
We also talked about her love of riding horses, which is near and dear to us here in Kentucky!
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Ownership comes with distinct challenges at different stages. Initially, it involved learning to manage a team that was often the same age or older and navigating rapid operational growth. Later, it included adapting to international business dynamics and managing a significant client as both an in-house creative director and an agency of record, all while striving to maintain profitability without sacrificing quality.
Specializing in the discerning female consumer is strategic because this demographic is responsible for approximately 85% of household purchasing decisions and is highly dynamic. Understanding this consumer's evolving values, research habits, and emotional responses to marketing—especially given that 91% feel misunderstood by marketers—allows for deeper, more authentic connections and more effective campaigns.
Women face unique hurdles in agency ownership, including societal expectations to "do it all" (managing career and family life), which creates pressure that many men do not experience. The demanding nature of the advertising industry, with its long hours and unpredictable challenges, makes balancing these roles particularly difficult. Additionally, a common tendency for women to be less self-promotional can hinder rapid growth compared to male-led agencies.
Building a strong, trustworthy team and fostering critical client relationships are paramount for success in agency ownership. A supportive team, fairly rewarded, and clients who are treated honestly and authentically, lead to lasting partnerships and sustained growth. Overselling and failing to meet expectations can damage relationships, underscoring the importance of integrity and realistic promises.
