On this episode of Own It, we’re talking to Christine Tolton from Red Cat Marketing. She and her firm are based in Toronto. The company is a leading global agency specializing in strategy, branding and digital marketing. It’s celebrating its 20th anniversary this year.
Christine is a craft cocktail and mocktail maker who also enjoys photography. Her journey to ownership is as fascinating as anyones. We talked about that, her thoughts on the gender gap in agency ownership and so much more.
You’re going to enjoy this as much as we did.
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The speaker emphasizes the importance of seeing diverse role models, especially for women aspiring to leadership or ownership roles. She credits her mother's quiet strength and belief in her abilities, and her daughter's courage and passion, as key inspirations. Additionally, her first female boss, who navigated a male-dominated field with strength and assertiveness, showed her that it was possible to succeed while raising a family.
While acknowledging the administrative challenges, the speaker expresses deep joy in running her own business. She highlights the freedom to choose clients, the ability to engage in pro bono work for causes she's passionate about, and the energy derived from the unpredictable and constantly evolving nature of the industry. She also values the flexibility to take managed risks and foster a strong, collaborative team environment.
In a fast-paced industry where everything is constantly changing, strategy is crucial, even if it's not always perceived as the "sexy" part of the work. The speaker explains the challenge of demonstrating the value of strategy to clients, especially when market shifts can quickly render a long-term plan obsolete. However, she also emphasizes that her agency prioritizes clients who appreciate the foundational work of strategy, which underpins successful creative execution and adaptation to behavioral and cultural shifts.
Being part of female collectives and collaboratives has shown the speaker that women can approach business differently, emphasizing collaboration over competition. These groups offer support, share information, and foster a sense of community, rather than rivalry, even among those targeting similar audiences. This environment allows members to lean into their unique strengths and support each other's growth.
The most important advice for aspiring owners is the belief that "everything is figureoutable." The speaker encourages taking risks and not being afraid of what you don't know. By recognizing gaps in knowledge, asking questions, joining supportive organizations, and networking, individuals can find the information and support needed to navigate challenges. This mindset fosters resilience and empowers individuals to pursue their goals, knowing that solutions can always be found.
