On this episode of OWN IT, we’re talking to Allison Henry Aver of Letter A. Allison has been an instrumental creative force for brands like Bumble and bumble, Kate Spade and more. She was the founding creative director for Kate Spade Saturday in fact.
Allison is a creative problem solver and her agency works with emerging brands looking for personality, purpose and point of view. I enjoyed her point of view on our industry, her role in it and our role as women and owners.
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Early experiences, like making vests and creating marketing materials for them, revealed that creativity extends beyond traditional art forms to include problem-solving, branding, writing, and selling. This holistic view of creativity is essential for building a successful brand.
Understanding how to connect emotional content with words and dreams can create a powerful pull that converts people into purchasers. This skill, learned early in one's career, is foundational for effective marketing and brand building.
Working in-house for brands like Bumble and Bumble and Kate Spade provided a unique opportunity to touch every aspect of a brand, from major campaigns to small packaging details. This comprehensive exposure helps in building strong, cohesive brands with personality, purpose, and a clear point of view.
Starting an agency requires owning more than just one's creative vision. It necessitates taking responsibility for reputation, client trust, employee well-being, and business operations like legal and finance. This experience becomes an "MBA" in real-world business, forcing growth into new areas.
As an agency owner, clients expect a holistic partnership, not just expertise in one's original field. It's crucial to acknowledge and leverage all acquired knowledge and not limit oneself based on past titles or perceived lack of formal training. The outside world often sees a broader skillset than one might attribute to themselves.
