How Genna Franconi of 22squared and Trade School, Owns It
This week on Own It we’re talking to Genna Franconi from 22squared and Trade School. She and they are based in Atlanta, Georgia. As you probably noticed, she runs two agencies. One is over a century old. The other was born out of a client need for scaling audience-based content.
Genna came up through the account side of the business and worked her way to the C-Suite at 22squared before founding Trade School as a spin-off firm, eventually earning leadership and partial ownership of the company. The two firms work with great brands like Home Depot, Publix, Baskin Robbins and many more.
Genna has also become an avid pickleball player in addition to her work and her children. We have so much in common. I loved this discussion. I know you will as well.
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Key Takeaways
EPISODE: Genna Franconi from 22squared and Trade School
1. The Value of Niche Expertise and Adaptability | 00:10:10
Early in her career, Genna recognized the shift towards social media and actively pursued expertise in emerging media. This foresight, coupled with her experience in traditional PR and events, allowed her to be in the "right place, right time" as social media agencies emerged. Her initiative in running the global Mattel/Barbie social media business at a young age demonstrates how specializing in a new, rapidly evolving field can lead to significant career growth and leadership opportunities, even when the foundational industry (advertising) is well-established. This adaptability and willingness to embrace new forms of marketing were crucial in her journey.
2. Partnership and Deep Client Relationships are Key to Long-Term Success | 00:16:19
Genna emphasizes that her agencies prioritize "maniacal client service" and aim to be true partners, not just vendors. This approach leads to fewer, but deeper, client relationships, with some partnerships lasting for decades. A concrete example is how their relationship with Home Depot evolved from social media to retail media monetization (Orange Apron Media). This growth into new service lines, even outside their initial core competencies, was built on trust and a deep understanding of the client's business, illustrating that strong client relationships can open doors to significant expansion and new revenue streams.
3. Creating Space for the Next Generation of Women Leaders | 00:22:21
Genna highlights the importance of women in leadership positions actively creating opportunities and making the path easier for those who follow. She reflects on the progress made in workplace flexibility for mothers (e.g., pumping accommodations) and emphasizes her personal mission to create space for women to bring their "whole self to work." This involves not just formal policies but also modeling how one can successfully integrate work and personal life (like being a dedicated mother and a CEO). This proactive approach to mentorship and cultural change is crucial for increasing the representation of women in executive and ownership roles.
4. Financial Literacy is Crucial for Women Seeking Agency Ownership | 00:25:42
Genna points out a significant barrier for women in achieving ownership: a lack of "business and financial literacy." She emphasizes that understanding terms like "cap table," negotiating ownership paths, and comprehending long-term incentive plans can demystify the process and empower women to advocate for themselves in a predominantly male-dominated financial language. By gaining this knowledge, women can shift from "waiting to be invited" to actively "pulling up a chair" at the ownership table, transforming conversations from asking to asserting their earned value.
5. Prioritize "Good, Smart People Doing Good, Smart Work Together" | 00:33:50
Despite the rapid technological shifts and disruptions in the industry (like AI), Genna's ultimate vision for her agencies is rooted in a simple yet powerful philosophy: "good, smart people doing good, smart work together." She believes this core principle fosters a culture that retains talent, builds lasting partnerships, and ultimately contributes to a meaningful and balanced life for employees. This enduring focus on quality of people and work, rather than just chasing trends, is presented as the most protective and sustainable strategy for long-term success and legacy.
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