This week on Own It, we’re talking to Laura Petruccelli from nice&frank. She co-founded that firm in 2022 after a long stint with Goodby Silverstein and has quickly guided nice&frank to an AdAge Newcomer Agency of the Year honor.
Laura is a creative through and through. Her father was a commercial photographer, so she grew up around art directors and copywriters. She even started a cartoon business as a child. Her background and journey are so very interesting.
We had so much fun listening to her story and her thoughts on closing the gender gap in agency ownership.
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To consistently generate great ideas and maintain creative energy, it's essential to actively seek out diverse experiences and inputs outside of work. Engaging with art, travel, music, and other high-energy, creative pursuits replenishes the "well" of inspiration.
Taking on significant opportunities, especially early in one's career, should be driven by the potential of what could be, rather than a guaranteed outcome. This involves a willingness to say "yes" to challenges and changes, even when the path isn't entirely clear, as these experiences can lead to unexpected and valuable growth.
Recognizing and utilizing one's unique background and training—like Laura's experience with PR, headlines, and activations due to lower budgets in Australia—can become a "superpower" in an agency setting. This different perspective can lead to innovative approaches and significant contributions, especially as industry dynamics shift.
Creating an agency culture founded on kindness, honesty, and vulnerability allows for open conversations and a safe space for clients and team members to express themselves. This environment leads to better decision-making and more effective, human-centered creative solutions by eliminating the fear of stepping on eggshells.
It's crucial for female agency owners to connect, share experiences, and support each other, overcoming the feeling of isolation. This collective strength challenges the traditional competitive narrative in advertising and fosters a community where valuable insights and lessons can be passed on, helping to build a more rounded and inclusive industry.
