How Libby Brockhoff of Odysseus Arms, Owns It
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.
I’m Christy Hiler, owner of Cornett and today I’m talking to Libby Brockhoff from Odysseus Arms. Her path to ownership is as interesting as they come. She started as an intern for James Patterson when he was still in advertising. She worked at some of the biggest named agencies in the world, and worked around the world. She co-founded Mother, then with her husband and partner, launched Odysseus Arms.
Libby’s agency experience alone is worth an episode of exploration. But she has so much more to tell including her passions for Scouting and NASCAR? Yep … NASCAR. I really enjoyed learning from her and I know you’ll appreciate listening in.
Thanks for listening to this episode of OWN IT with Libby Brockhoff from Odysseus Arms. Find their amazing work online at O hyphen Arms dot com (o-arms.com). And be sure to connect with Libby on LinkedIn.
I’m Christy Hiler. We’ll talk again soon … On Own It!
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Key Takeaways
EPISODE: Libby Brockhoff from Odysseus Arms
1. The Importance of Internships for Career Development | [00:14:21]
Internships are crucial for young people to understand if a career path is truly for them and to gain practical experience. They provide a low-stakes environment to test out a profession, and even if the experience isn't ideal, it helps clarify what one doesn't want to do, which is equally valuable. Internships also foster the development of essential professional skills like showing up consistently and performing tasks for extended periods. For employers, offering internships is a significant investment that requires planning, but it yields immense benefits, including fresh perspectives and cultivating future talent.
2. The Power of Creative Backers in Advertising | [00:21:57]
Creative individuals, especially women or those from underrepresented groups, greatly benefit from having "backers" – mentors or leaders who believe in them and champion their work. Unlike fields with clear metrics, creative industries involve vulnerability and opinion-based work where there's no objective "right or wrong." A strong backer provides validation and support, which is essential for creative confidence and career advancement in a subjective environment.
3. The Evolving Landscape of Agency Ownership: Challenges and Opportunities | [00:31:28]
Agency ownership in the current climate is exceptionally challenging due to constant shifts on multiple fronts. Owners must proactively forecast business, cultivate relationships for future clients and talent, and adapt to the increasing power and expectations of employees regarding work-life balance and work culture. Furthermore, the roles of clients (CMOs) have expanded, requiring agencies to offer deeper support as clients manage increased workloads with fewer internal layers. The rapid changes in consumer behavior, driven by social media and direct brand interaction, add another layer of complexity, making the ground beneath agencies constantly shift.
4. The Value of Incorporating Consumer Feedback (The Third Eye Process) | [00:35:34]
Modern advertising demands a participatory approach where consumers are actively involved in shaping brands and creative ideas. The "Third Eye" process, where agencies have real conversations with target consumers to gather input on ideas, is game-changing. This approach not only provides valuable insights but also empowers consumers, making them feel heard and part of the creative process. It transforms a one-sided conversation about brand vision into a dynamic, co-created experience, leading to more impactful and relevant creative outputs.
5. Cultivating Future Leaders Through Mentorship and Accessibility | [00:48:07]
Success in the advertising industry now extends beyond creative output to actively improving the industry for future generations. This involves mentoring, supporting diversity initiatives like the BLAC internship program, and making oneself accessible to help aspiring talent. The belief is that even a short 15-minute conversation can provide significant guidance and connections, and that collectively, industry leaders have a responsibility to "shoot people to the top" and provide the access and opportunities needed for their growth and leadership.
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