This week on Own It, we’re talking to Erin Regan from Full Contact Advertising. It is a full-service creative agency based in Boston. Its purpose is to Make Impact, and boy, do they!
Erin worked for several large agencies and a couple of brands over the years, the last several of which have been focused on driving growth. She said she has been fortunate to have strong women leaders above her through the years which have given her a great foundation for strength in ownership.
We talked about that journey, her point of view on the industry and, of course, her thoughts on how we can close the gender gap in agency ownership. We had such a fun conversation. We're sure you’ll enjoy it.
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Being generous with your time, even for short meetings with those looking to break into the industry or network, is crucial. It helps build a strong network where you can offer advice, connect people, or even refer business to other agencies when your own isn't the right fit. This generosity can pay dividends in unexpected ways, as you never know who might become a future client or collaborator.
It's important to pursue purposeful growth that aligns with the agency's values and vision, rather than prioritizing growth at all costs. This means being selective about clients and projects, ensuring they excite the team and allow for the best work, and avoiding administrative overload for senior leaders. The goal is to grow to a manageable size that allows the principals to remain actively involved in the creative work and maintain a pulse on the portfolio.
For women leaders, it's essential to demonstrate a healthy work-life balance to inspire and empower other women in the organization. Taking personal time, like vacations, and openly communicating about it, shows that it's possible to have a successful career while also prioritizing personal well-being. This challenges traditional notions that success requires constant sacrifice and encourages a more sustainable approach to work.
The advertising industry primarily targets women as consumers, yet there's a significant lack of female agency owners. This disparity hinders the ability to accurately and meaningfully connect with the target audience. A well-rounded and diverse leadership team, including more women, brings varied perspectives and experiences, leading to more impactful and responsible advertising that truly resonates with diverse consumers.
For those considering co-ownership, it is vital to choose partners thoughtfully, knowing their skill sets well, and being able to have honest and challenging conversations. While disagreements will arise, the ability to find a path forward and make decisions that are best for the agency is crucial for long-term success and a fulfilling ownership experience.
