How Erin Emmerson and Kelsey Cross of Tower 28, Own It
This week on Own It we’re talking to Erin Emmerson and Kelsey Cross from Tower 28. It is a global agency built on a network of in-market experts that helps brands globalize content for any audience. Their unique approach to the business is fascinating.
We also enjoy hearing how co-founders and co-owners carve out that journey together. We certainly talked about that, but also parenthood, their paths to find one another and start their firm, and of course we chatted about closing the gender gap in agency ownership.
This episode is full of fun and insight. We know you’ll enjoy it as much as we did.
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Key Takeaways
EPISODE: Erin Emmerson and Kelsey Cross from Tower 28
1. You don't have to sacrifice a balanced lifestyle for success in the advertising industry. | 00:13:29
Many agencies operate under the culture that working long hours (e.g., past 6 p.m.) equates to working hard. However, it's possible to maintain a strong work ethic and achieve high-caliber results with Fortune 100 clients while still having a balanced lifestyle and attending to personal commitments. The key is to redefine productivity and create a supportive environment where employees are treated like adults and empowered to integrate their personal lives with their professional endeavors.
2. A strong community and support system are crucial for women to pursue agency ownership. | 00:24:10
Starting an agency is a challenging endeavor that often requires significant support. For women, this includes having partners and a community that backs their entrepreneurial journey. The traditional leadership in the industry has often been homogeneous, making it difficult for women to envision themselves as owners. Increasing visibility of successful female leaders can inspire others, showing them that agency ownership is an attainable path.
3. Embrace taking risks and trust your instincts, even when faced with skepticism. | 00:27:56
When pursuing an entrepreneurial path, individuals will inevitably receive advice, both positive and negative. It's important to be open to counsel and feedback from respected individuals. However, it's equally crucial to trust one's own instincts and conviction, even if it means disagreeing with someone who says an idea "isn't going to work." Believing in oneself and the vision, even if it seems a bit delusional at times, is a powerful driving force through the ups and downs of building a business.
4. Foster an authentic and supportive company culture as you scale. | 00:32:55
As a company grows from a small, close-knit team to a larger organization with a global footprint, maintaining the original "secret sauce" or magic of the culture can be challenging. The goal is to avoid becoming just another "machine" and instead preserve a genuine sense of community and connection among employees. This involves finding creative and authentic ways to support and engage people, ensuring that the initial ethos is not lost amidst expansion.
5. Be kind and remember the importance of community in the advertising industry. | 00:37:35
The advertising industry can be cutthroat and cold, but kindness stands out and creates lasting relationships. Being kind to people fosters a supportive ecosystem where individuals remember who was there for them. This approach helps build a strong community that can be powerful, warm, and fun, counteracting the potentially harsh aspects of the industry.
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