In this week's episode of OWN IT, we’re talking to Sally Weavers and Jenny Jones of Craft Media London. Both credit their mentoring and inspiration to a string of formidable women leaders in advertising. Now that they’re the formidable leaders, they’re inspiring more women to follow that path to ownership.
Sally and Jenny both came up through media and strategy. They’ve worked with some of the biggest brands in the world and guide amazing work. We talked about their experiences and then, as we do, mined their perspective on closing the gender gap in agency ownership.
We love getting the additional perspective from the UK, which is, unfortunately, not altogether different for women in the business. But that’s why we’re having these conversations.
You’ll enjoy this one.
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Both Sally and Jenny attribute their success and inspiration to a series of formidable female bosses throughout their careers. These women were not only leaders but also mentors who guided them, pushed them to achieve, and instilled strong foundational values, demonstrating the critical role of strong female role models in career development.
Sally and Jenny deliberately designed Craft Media London to operate on principles that deviate from traditional agency models. They prioritized flexibility, fostering a collaborative and supportive environment, and bringing talent back into the industry that desired a better work-life balance, contrasting with the demanding 12-hour workdays common in the past. This intentional culture attracts like-minded individuals and differentiates their agency.
The UK media industry presents significant hurdles for independent agencies, particularly due to the massive trading volumes and financial requirements that favor larger entities. This makes it difficult for new, independent media agencies to emerge. Additionally, the aggressive nature of the industry and the life crossroads women face regarding career versus family responsibilities contribute to fewer female-founded agencies.
The co-founders emphasize that their extensive professional network, built over years through various collaborations and volunteering, has been the primary driver of their agency's growth. Recommendations and referrals from former colleagues, clients, and media owners, rather than traditional new business pitches, have been crucial for securing clients and opportunities. They advise aspiring entrepreneurs to start building their network early.
Sally advises aspiring agency owners to define what their business stands for and, critically, what it will *not* do, likening it to a "pirate code." She highlights the importance of building something authentic to one's personality and values, resisting external pressures to conform to existing models, and understanding that being different can be uncomfortable for others but is essential for creating a distinct and successful agency.
