How Cassie Hughes and Gabrey Means from Grow Marketing, Own It
This week on Own It we’re talking to Cassie Hughes and Gabrey Means from Grow Marketing. Their firm is a full-service agency based in San Francisco that specializes in brand strategy, design and production. They’ve been together for a quarter of a century after early career stops at some major brands.
Cassie worked at Levi Strauss and Esprit along the way. Gabrey was at The Gap and Banana Republic.
We talked about their journeys, both individually and together, their passions and interests in and outside of work and of course, we got their insights into closing the gender gap in agency ownership.
As you know, we always have so much to learn and be inspired by on episodes of Own It. This one is no different.
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Key Takeaways
EPISODE: Cassie Hughes and Gabrey Means from Grow Marketing
1. Build a Partnership Based on Trust and Complementary Strengths | 00:11:53
The success of Grow Marketing stems from the strong partnership between Cassie and Gabrey. Despite being competitors initially, they found shared values and a commitment to support each other through personal and professional challenges. They recognized and leveraged their different strengths and passions (one "woman of the dirt," the other a "mermaid") to create a balanced and resilient team, making the entrepreneurial journey more enjoyable and sustainable.
2. Prioritize Purpose-Driven Work and Company Culture | 00:15:32
Cassie and Gabrey founded Grow Marketing not with a rigid business plan, but with a clear vision of doing great work with integrity, respecting clients and employees, and fostering a supportive environment. They consciously chose to decline opportunities that didn't align with their values, allowing them to build a culture where "if we do well, everybody does well." This focus on ethical practice and internal well-being attracted like-minded individuals and clients, contributing to their long-term success and pride in their team.
3. Embrace Intuition and Strategic Risk-Taking in Marketing | 00:29:34
Cassie emphasizes the importance of trusting one's intuition in marketing, especially when data might suggest a different path. She believes that many in the industry have forgotten the power of instinct and the ability to pursue innovative ideas. While acknowledging the need for calculated risks, she encourages marketers to lean into their gut feelings to create truly impactful and unique campaigns.
4. Understand the Growing Importance of Experiential Marketing and Human Connection | 00:22:12
Gabrey highlights that in an increasingly digital and AI-focused world, the type of work Grow Marketing specializes in—bringing people together for real-world experiences—is becoming even more vital. Their clients are actively seeking ways to foster genuine social connection, recognizing its importance for well-being and brand engagement. This discipline, which focuses on real-world interaction, cannot be faked, positioning experiential marketing as a crucial and rapidly growing area.
5. Overcome the Isolation of Entrepreneurship by Building a Support Network | 00:35:01
Cassie reflects on the challenge of why there are so few female agency owners, suggesting that women may benefit from learning to "band together" and form partnerships more readily, similar to "the Boys Network." She shares her personal experience that having Gabrey as a partner made the daunting prospect of starting a business feel less isolated and allowed for greater risk-taking. Creating a strong community and support system, whether through formal partnerships or wider networks, is crucial for aspiring female agency owners.
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