How Katie Klencheski of SMAKK, Owns It
On this week's episode of OWN IT, we’re talking to Katie Klencheski of SMAKK. It is a Brooklyn-based branding and marketing agency focused on wellbeing. Katie has dedicated her life and career to using creativity to drive meaningful change.
We talked about her love of art, her path to ownership and, of course, her take on what we can do to close the gender gap in agency ownership. I so enjoyed this episode and talking to Katie. I know you will, too.
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Key Takeaways
EPISODE: Katie Klencheski of SMAKK
1. The Power of Purpose-Driven Business | 00:25:42
A pivotal moment for Katie was realizing the importance of aligning her work with her values. After working on branding for the Trump hotel collection and witnessing the political landscape shift in 2016, she made a conscious decision to focus her agency, SMAKK, on brands that contribute positively to the world. This commitment to working with "good brands" (those focused on wellness, sustainability, and ethical practices) became her primary motivation and kept her going through challenging times. This shows how having a clear "why" beyond just profit can sustain an entrepreneur.
2. The Value of Continuous Learning and Research | 00:21:26
Katie emphasizes her natural inclination for research and how it has profoundly benefited her as an agency owner. She makes an effort to deeply understand every client's world, their R&D, and the science behind their products. This rigorous preparation allows her to engage in conversations at a sophisticated level and tackle new challenges with greater confidence, highlighting that a thirst for knowledge is crucial for navigating diverse client needs and industry changes.
3. The Challenges and Realities of Agency Ownership | 00:23:25
Katie candidly discusses the immense difficulty and personal sacrifices involved in building her agency. She reveals that the journey was not "easy or breathless" but a constant "slog," particularly during the third year when her business partner left, forcing her to take on all operational responsibilities without prior experience. She stresses the importance of acknowledging that ownership is hard work and requires significant dedication, often at the expense of personal life, a reality that isn't always openly discussed.
4. The Benefits of Community and Collaboration Among Agency Owners | 00:20:34
Initially, Katie was hesitant to engage with other agency owners, fearing competition and a lack of transparency. However, she later discovered that the community of agency owners is surprisingly supportive and generous with their time and advice. She learned that sharing experiences and seeking help from peers can provide invaluable resources and insights, helping to overcome challenges that might feel isolating when faced alone.
5. Bridging the Gap Between Creative and Business Acumen | 00:42:52
As a creative who started an agency, Katie highlights the initial lack of confidence in the business side of operations. She strongly advises creatives to proactively learn the fundamentals of business, emphasizing that understanding finance, contracts, and operations is crucial not only for running an agency but also for effectively communicating with clients and selling creative ideas. She found external programs that provided this "MBA in a semester" valuable for gaining necessary business literacy.
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