This week on Own It we’re talking to Emily Siegel from Lafayette American. She not only started her Detroit-based agency in 2018, but did so at the same time she had her first child. None of that held her or the firm back. It has earned AdAge Small Agency of the Year, was on the Adweek Breakthrough Agency of the Year Shortlist and Emily was named an AdAge Woman to Watch along the way.
Emily came to ownership through running the content studio for Ford Motor Company where she won the first of her two Effie Awards.
We could talk about her awards and accomplishments all day, but we dove into lots more about her and her journey. I loved her perspective on closing the gap in agency ownership as well.
You’ll enjoy Emily’s perspective on all of this.
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Emily initially questioned her decisions and experience as an agency owner, often asking if she was the right person for the role. However, she eventually realized that her instincts were often correct in guiding the business, building structures, and making hiring decisions. This led to a significant increase in self-trust and confidence in her leadership abilities.
Emily discovered that being an agency owner provides unparalleled freedom and flexibility to steer the company in any desired direction. This contrasts sharply with her previous experience of being "stuck" in a large agency's bureaucratic system. This flexibility extends to managing work-life balance, allowing her to integrate her personal and professional lives more effectively, unlike the rigid structures often found in traditional corporate roles.
From her new vantage point as an agency owner, Emily gained a profound appreciation for the depth and sophistication of the advertising industry. She became a "student of the industry," recognizing the incredible work, people, and intricate knowledge within it, something she hadn't fully grasped in her previous roles.
Emily stresses that the advertising industry needs to continue evolving to "future-proof" itself. This involves a sustained focus on understanding the target audience, leveraging new technologies like AI as tools, and adapting to the changing landscape of media consumption, especially with increasingly tech-savvy generations. She also notes the impending shift in decision-makers as a new generation moves into CMO roles.
Emily emphasizes that successful agency ownership requires a deep love for what one is building and a strong personal investment. The agency's success becomes intertwined with the owner's personal life, demanding a greater commitment than a regular job. This profound care and belief in the venture are what make the challenges worthwhile and the experience deeply fulfilling.
