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 Laura Janness of Orchard. She is one of the agency owners that everyone I’ve talked to has said, “You need to have Laura on your show!” Well, today, we do!
Laura looks to art and poetry to inspire her creative side, and she’s in an appropriate place for that. She loves living in and exploring New York City.
Laura worked at some of the biggest and most successful ad agencies in the world. She lists Leo Burnett and Deutsch on her roster. She launched Orchard in 2019 and one year later, was named both the U.S. and Global Agency of the Year by Campaign.
We talk about her journey, the variety of experiences she had and needed to own it, and her take on closing the gender gap in the ad agency business.
This is a good one.
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Laura's early career program allowed her to rotate through various departments like account management, strategy, and production, providing a comprehensive understanding of agency operations. This broad exposure, coupled with her initial role as a data analyst, equipped her with a strong foundation in both qualitative and quantitative aspects of strategy. This diverse experience proved crucial in her career growth and ability to adapt.
Laura emphasizes that not over-leveraging oneself financially is critical for running a healthy company. She argues that financial fear can lead to poor decision-making and unethical behavior. Maintaining financial independence allows leaders to make choices that are in the best interest of their people and the company's long-term health, rather than being driven by external pressures or fear of debt.
When founding Orchard, Laura was committed to creating an agency that addressed systemic issues within the industry. Key principles included ensuring equal pay for female employees, giving strategy an equal seat at the table with creative departments, and actively giving back to the community through an internship program focused on closing the education gap for BIPOC youth. This commitment fosters an inclusive and fair culture.
Laura reflects on her hesitation to start her own agency sooner, attributing it primarily to self-esteem issues and fear of failure, especially given her lack of external backing or a financial safety net. She highlights that the emotional toll of constantly fighting for one's voice in previous roles contributed to this exhaustion. Her journey underscores the significant personal barriers women often face in entrepreneurship, despite their capabilities.
Laura advises younger generations to chase experience and strive for excellence in their craft rather than solely pursuing titles. She believes that focusing on gaining deep knowledge and skills, working hard, and persevering through challenges leads to a more fulfilling and successful career. This approach ensures individuals are genuinely equipped for their roles, fostering long-term professional development.
