How Madonna Badger of Badger Agency, 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.
Today I’m talking to a true legend in the business. Madonna Badger is the chief creative officer and founder of Badger Agency, but is responsible for some of the most iconic, world-changing campaigns in advertising history. She was instrumental in Calvin Klein’s shift away from objectification of women in the 1980s. That led her to champion the same movement across the industry and on a global scale.
She also opens different lines of thinking on how to solve the agency ownership gap for women. And points the finger of opportunity at the large holding company segment of the business.
And it’s fair to caution you, Madonna also touches on the personal tragedies she’s endured in her journey through life. I was honored and humbled to have her share those, plus her path to ownership, on Own It.
Thanks for listening to this episode of Own It with Madonna Badger of the Badger Agency. Learn more about her and her work at BadgerAgency.com. Be sure to connect with Madonna on LinkedIn as well.
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Key Takeaways
EPISODE: Madonna Badger - Own It Podcast
1. The Power of Creative Work to Drive Change | [00:16:51]
Creativity in advertising has the power to effect significant societal change. Madonna Badger's "Women Not Objects" campaign demonstrated how challenging harmful portrayals of women in media could raise awareness and shift industry standards. This work, born from personal tragedy, proved that advertising could be a force for good, not just for selling products. The campaign not only changed industry perception but also led to concrete changes in awards criteria at Cannes, showing how creative activism can influence global standards.
2. Brands as Agents of Change | [00:29:50]
People increasingly believe that brands hold more power than governments to drive change. This perception places a significant responsibility on brands and the agencies that serve them. Brands can leverage this influence to champion social causes, promote diversity, and advocate for ethical practices, creating a positive impact that extends beyond their commercial objectives.
3. Addressing the Agency Ownership Gap for Women | [00:32:03]
A significant disparity exists in agency ownership, with women owning less than 1% of agencies despite owning 40% of all businesses. A potential solution proposed is for major holding companies to commit to having a certain percentage (e.g., 5-20%) of women-owned companies within their portfolios. This strategy would provide women entrepreneurs with funding, mentorship, and a platform to build and scale their agencies, fostering a more inclusive and diverse industry landscape.
4. Overcoming Fear in Entrepreneurship | [00:45:18]
Fear is a significant barrier to women pursuing entrepreneurship, often perceived as a "mind killer" that prevents taking necessary risks. Recognizing fear as merely a thought or a lie rather than an insurmountable obstacle is crucial. Embracing a "why not" attitude and having faith, even in the face of uncertainty or past tragedies, can empower individuals to take the leap of faith required to start and grow their own businesses.
5. The Economic Imperative of Marketing to Women and Diverse Groups | [00:43:00]
Marketing strategies that effectively speak to women also resonate with millennials and Gen Z, the largest demographic groups since the baby boomers. Neglecting to engage these segments means missing out on significant market share and future growth. Agencies and brands must prioritize understanding and connecting with women and diverse communities, not just as a matter of social responsibility, but as a crucial economic imperative for long-term success.
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