In this episode of OWN IT we’re talking to Rachel Carlson and Jourdan Huys from the brand new agency Foul Mouth. They officially announced the firm’s opening the week before we spoke, I’m so excited to talk to new agency owners at the very beginning of their journey.
But make no mistake, Rachel and Jourdan are not new to the business. Both have a long list of successful work at a variety of the top agencies. But like many owners before them, found themselves between opportunities and said, “We should start our own agency!”
And from the sheer number of people in the business who have mentioned being excited to see what they build, everyone agrees they should have!
This was such a great conversation and you’ll love what they both have to say about what the problems and opportunities are in closing the gender gap in agency ownership. There’s so much goodness here.
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Rachel's journey into advertising began in eighth grade when she realized someone created the commercials that made her laugh. She pursued this path by creatively reverse-engineering her job search using Craigslist to identify top agencies and ultimately found her way into the industry, even connecting with the creator of the commercial that inspired her.
Jordan shares her experience of having strong female mentors who taught her invaluable lessons and provided a well-rounded understanding of the industry by allowing her to wear many hats. Rachel highlights the profound impact of a leader who prioritized mental health and respect, demonstrating that great work doesn't require burnout culture.
The founders of Foul Mouth aim to disrupt the advertising industry's competitive grind culture, which they believe leads to burnout, weakened relationships, and diminished creative output. They emphasize the importance of prioritizing humans and bringing joy back to the work, asserting that passion is fueled by humanity and boundaries.
The conversation addresses the stark reality that less than 1% of agencies are women-owned, despite women comprising a majority of day-to-day talent. They argue that traditional RFP processes are inherently patriarchal, disproportionately disadvantaging caregivers, and that a prevailing mindset devalues female authority. The path to ownership requires challenging these ingrained beliefs and focusing on the "what if it works?" mentality.
To increase female ownership in the industry, the speakers advocate for women supporting each other by openly sharing resources like operational tools, legal advice, and financial guidance, rather than perpetuating competition. They also highlight the importance of building a diverse village of supporters, including men, to foster growth and mutual elevation.
