This week on Own It we’re talking to Casey Benedict from Maverick Mindshare. Her firm spawned from the conflict between bloggers and public relations professionals that emerged in early days of brands being involved in social media. She began bridging the gap between the two sides and brokering brand deals with what we now know as influencers.
We talked about her journey to starting and building her agency, her thoughts on the agency gap in agency ownership and her hard-line position as a tennis player that Pickle Ball is an invasive species.
We had such a fun chat. You’ll enjoy it as much as we did. Here’s my conversation with Casey Benedict.
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Understanding what makes you tick, what you excel at, and where your specific genius lies is crucial. By focusing on these unique strengths, individuals can bring exceptional value to their roles or entrepreneurial ventures, shortcutting the process of trying to fit into others' molds. This self-awareness helps define one's competitive edge and build confidence in their capabilities.
Early in her entrepreneurial journey, Casey received invaluable support from a seasoned PR consultant who not only validated her ideas but also advocated for a higher fee for her services. This act of mentorship, rather than competition, was formative in shaping Casey's understanding of beneficial professional relationships and the importance of having allies who nurture growth.
Agency ownership provides a pathway for individuals who thrive on innovation, creativity, independence, and autonomy. For Casey, it was a vehicle to make her own rules and pursue endeavors that align with her personality, rather than being confined to traditional employment structures. This perspective highlights entrepreneurship as a means to achieve self-actualization and fulfill one's creative drive.
As an innovator, Casey is excited by the opportunity to help the influencer industry mature. This involves identifying critical gaps, such as the lack of focus on operational excellence, leadership pipelines, and succession planning within influencer marketing. By addressing these foundational issues, the industry can move beyond being perceived as merely "glamorous" to a more sustainable and strategically sound professional field.
Casey's agency originated from recognizing the conflict and misunderstandings between bloggers (early influencers) and PR professionals. Brands were treating bloggers like traditional journalists, expecting earned media, while bloggers lacked the resources to operate that way. Casey saw an opportunity to act as a middleman, vetting bloggers for brands and brokering deals, thereby bridging the communication and expectation gap to facilitate successful collaborations.
