Hi and welcome to the OWN IT podcast, where we celebrate the growing number of (women and non-binary) ad agency owners and talk about buying out of the boys’ club of advertising, one agency at a time.
Today, we’re talking to Jodi Katz of Base Beauty Creative Agency. Jodi is also the host of the Where Brains Meets Beauty podcast and author of her new book, Facing the Seduction of Success, which is a compilation of some of the best stories and advice from her podcast guests and episodes.
Jodi’s rise to success as an agency owner intertwines with being a content creator. She is a great representation of today’s entrepreneur who grew up in the world of social media and personal branding and she shines in that role. We talked about the fear that drives her success, the fun of leading an agency and, as usual, we dive into how to recruit and support more female agency owners.
She even says, we need to redefine what an agency is.
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Early in her career, the speaker, Jodi, didn't understand the value of networking or mentorship, viewing it as gibberish. However, later in life, she realized the profound impact of cultivating meaningful relationships with inspiring people, particularly within the beauty industry, which contrasts with her earlier, less fulfilling experiences in advertising.
Jodi emphasizes that her measure of success is not solely monetary wealth but rather the freedom and flexibility it affords her. She deliberately chose to build a career that allowed her to be the mother she wanted to be, even if it meant not "rolling in it" financially. This perspective evolved over time, as she initially struggled with the financial aspects of entrepreneurship but ultimately prioritized personal freedom.
Instead of viewing the "seduction of success" negatively, Jodi believes it's a positive indicator that one genuinely loves their work and path. The challenge lies not in resisting this seduction, but in ensuring that the pursuit of work doesn't compromise other important aspects of life, such as family and personal time.
Jodi explains how the beauty industry experienced a significant "flop" about 10-15 years ago, where indie brands, empowered by the internet and consumer voices, began to dominate. These smaller, founder-owned companies were quicker to respond to consumer demands for authenticity and diversity than larger corporations. This shift suggests a potential future for the advertising industry, where traditional large agencies might need to acquire or learn from the agility and authenticity of smaller, women-owned agencies to stay relevant.
For those looking to build a new business, especially in a competitive field like service provision, being totally differentiated is paramount. Jodi's agency, Base Beauty, thrives by specializing exclusively in beauty and wellness while offering holistic services, a complex but necessary model for her clients. This unique positioning, rooted in expertise and passion, sets them apart in a crowded market.
