On this episode of OWN IT, we’re talking to Mary Knight of Hydrogen. She is a writer and came up in the business on the creative side of the aisle. In fact, she is currently working on a satirical novel of climbing the corporate ladder we can’t wait to read!
Mary’s father was a marketing director on the client-side of the advertising business. He raised her and her sisters with the mindset that a woman should be able to do anything a man can do. She carved out an amazing career working on brands like Tabasco and with agencies like FCB, Tracy-Locke and The Richards Group.
She joined Hydrogen as ECD 10 years ago with the plan to one day take over as owner. She did that in January of this year.
Her perspective of becoming an owner after years in the business is a valuable one for those aspiring agency pros, but also helpful for the owners listening. Mary brings a lot of experience to the table. So let’s dig in.
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Becoming an agency owner brings a significant increase in responsibility, as every decision directly impacts the lives of employees and the agency's culture. However, it also offers immense freedom to make direct decisions, especially for those who previously worked in large corporate environments. The ability to make quick, impactful choices is a refreshing change.
While not aiming for massive corporate scale, growing an agency to a moderate size (e.g., 40-50 people) allows for a richer environment. This growth brings multiple perspectives, which benefits both clients by offering diverse insights and employees through expanded learning opportunities. This leads to better work and a more enriching experience for everyone involved.
For creatives, understanding the business side of advertising is crucial for career advancement and effective problem-solving. While agencies sometimes shield creatives from business realities, a new focus emphasizes the importance of creatives understanding client business problems. This integration allows for the deployment of creativity that truly solves business challenges, rather than just "making art."
A key characteristic of effective leaders and owners is the ability to make decisions. This involves thorough research, making a choice, living with it, and having the confidence to adjust if it's not working. Many struggle with this decisiveness, highlighting its importance. Confidence, particularly for women, is a significant barrier to stepping into ownership, despite data supporting their success.
Building an agency that empowers employees to integrate their personal lives with work is essential for attracting and retaining top talent. This means fostering an environment where flexibility is encouraged, and the expectation of constant sacrifice is minimized. The goal is to create a culture where the best people can bring their whole selves to work, leading to recognized great work, client success, and a desirable workplace.
