This week on Own It we’re talking to Michele Kunken and Julie Liu from Slim Creative. As you might infer from the name, they are focused on the power of less and strip away the layers that crush great ideas.
Michele and Julie lead the agency from different coasts with Michele operating out of the New York/New Jersey area. Julie is in Los Angeles. We dove into their firm, their individual and collective journeys to ownership through our industry and, of course, their take on closing the gender gap in agency ownership.
Having two owners on at once always makes the shows lively and fun. You’re going to enjoy this!
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The name "Slim Creative" originated from an experience where the founders witnessed 15 people in a meeting for a single social post, realizing the inefficiency of traditional agency models. Their philosophy emphasizes being essential, curated, and getting to the core idea, rather than quantity. This approach is particularly relevant in the age of AI, where taste and editing become even more critical.
The journey to agency ownership for Slim Creative wasn't a conscious, planned decision from the outset. It evolved organically during the pandemic when they started freelancing together and realized the potential to offer better, more efficient solutions than traditional agencies. This highlights that ownership can stem from a natural progression of doing the work and recognizing a better way to operate, rather than a pre-conceived business plan.
Slim Creative prioritizes working closely and collaboratively with clients, emphasizing empathy to understand their needs and journey. They aim to be "in the room with these clients, like trying to figure things out and, you know, iterating on, you know, early and often." This client-centric and empathetic approach fosters strong partnerships and allows them to tailor solutions effectively, moving beyond a one-size-fits-all approach.
Michele's early career benefited from a female CCO mentor, Rochelle Klein, who provided an inclusive and supportive environment, unlike the typical "Boys Club" often associated with advertising. This experience highlighted the importance of strong female role models and how their presence can positively shape career paths, suggesting that a lack of such role models contributes to the scarcity of female agency owners.
Historically, agency ownership has not appeared appealing to many women, partly due to the demanding nature and perceived incompatibility with family life. The pandemic, however, demonstrated that it doesn't have to look a certain way, allowing for more flexible working models. The message is that while owning an agency is hard, so is working within traditional structures, and ownership offers the benefit of building something for oneself.
