How Kate Wolff of Lupine Creative, Owns It
This week on OWN IT, we’re talking to Kate Wolff of Lupine Creative. She comes from a family of powerhouse women, including her mother who is an attorney, and her grandmother is Janet Wolff, one of the first women inducted into the Advertising Hall of Fame.
Kate has lived up to that legacy, starting Lupine Creative after navigating a career that included stops at TBWA/Chiat/Day, DDB and others. As you can imagine, the perspective of someone with her background is fascinating. We had a deep discussion about her journey, her work and her perspective on the gender gap in our industry.
I came away inspired and excited about our direction. I know you will, too.
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Key Takeaways
EPISODE: Kate Wolff of Lupine Creative
1. The Value of Diverse Role Models and Autonomy | [00:03:43]
Kate Wolff highlights the profound impact of having multiple powerful women in her life, each contributing distinct lessons. Her mother instilled the importance of thorough knowledge before speaking, born from navigating a male-dominated legal field. Her grandmother, Janet Wolff, a pioneer in advertising, demonstrated the art of reading a room and navigating a challenging environment to express creativity effectively. These diverse models, combined with her own experiences, fostered a belief in herself and the importance of autonomy over wealth, allowing her to operate with confidence and take up space, even in gray areas where others might hesitate.
2. Leverage Large Agency Experience as a "Residency" for Entrepreneurship | [00:10:42]
Kate describes her time at large advertising agencies like TBWA\Chiat\Day and DDB as a "residency," akin to a medical residency. This period provided invaluable education on the structure, intellectual property, and business of creativity, which she considers paramount to her success as an agency owner. She emphasizes that this foundational training equipped her with the necessary knowledge and confidence to build her own company, suggesting that aspiring agency owners should seek similar comprehensive experiences to avoid operating on "fumes and ego."
3. Embrace Curiosity and Initiative in Smaller Agencies | [00:23:28]
Kate highlights the unique opportunities within smaller and mid-sized agencies for driven individuals. She suggests that these environments are ripe for "picking" for those who can see a return on investment beyond just pay and are willing to invest their own experience and know-how. Small agencies often need initiative, allowing proactive individuals to carve out their own space and test their capabilities on "somebody else's money." This experience offers a chance to contribute significantly and learn across various aspects of the business, fostering a broader skill set than might be possible in larger, more siloed structures.
4. Prioritize Joy as a Key Performance Indicator (KPI) and Foster a Culture of Kindness | [00:40:39]
For her agency, Lupine Creative, Kate explicitly states that joy is a Key Performance Indicator (KPI). She aims to build a company where employees genuinely enjoy their work and the collaborative process. This is supported by a culture built on kindness, curiosity, and communication, aiming to attract and retain "delightful weirdos." The goal is to create an environment where every team member feels they are leaving the company "better than they came in," emphasizing personal and professional growth over mere productivity.
5. Continuously Learn and Maintain Your Network | [00:42:53]
Kate advises aspiring agency owners to be perpetual learners, emphasizing the importance of curiosity and proactively seeking information. She suggests looking through historical data, like old files, to understand past thought processes and accelerate present capabilities. Additionally, she stresses the significance of building and maintaining a strong network, noting that Lupine Creative was largely built on positive relationships and consistent communication. She encourages "shooting your shot" by reaching out, as the potential loss of time is minimal compared to the potential gain of connections and opportunities.
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