In this episode of Own It, we’ve got something new and special for you. Our conversations about closing the gender gap in advertising agency ownership shouldn’t be limited to just one person asking the questions. So I’ve asked Carrie Kerpen, who you heard me talk to a few weeks ago, to step in and host an episode. Not only will she host from time to time, but so will many others who are active in our community. Today is just the first of many conversations from and with all of you.
This week, Carrie talks to Tahira White of 19th & Park. That firm evolved from Tahira’s production work for now business partner Whitney Headen, who at the time was working at Essence. Tahira tells the story behind the agency and name, which isn’t quite what you think. But then digs in deep to how they are attacking the diversity in staffing and creative output in truly innovative ways.
Tahira also shares the secrets to getting in the room to work with the biggest brands in the world.
You’re really going to enjoy this conversation.
Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
The name of the agency, "19th & Park," came from the simple fact that the founders lived on those streets. This highlights that overthinking branding and spending excessive time and money on names and logos in the early stages can be a distraction. Instead, focusing on taking risks, seizing opportunities, and just "going for it" is more beneficial for a budding agency.
The partnership between Tahira and Whitney thrived because their individual strengths complemented each other. Tahira, with her background in production and operations, focused on getting jobs done and building teams. Whitney, with her corporate marketing and sales experience, took the lead on establishing proper operations, HR, SOPs, and culture. This division allowed them to grow effectively, particularly as the business scaled and became more corporate.
To build a diverse and talented team, Tahira and her agency had to challenge traditional hiring biases. They often had to "sell" the skill and artistic ability of diverse candidates, rather than relying on a reel filled with similar commercial experiences that a more traditionally experienced (often white male) candidate might have. This approach requires educating clients and internal creative directors to see potential beyond direct, exact examples.
To secure work with major brands, 19th & Park focused on niche storytelling, particularly for underrepresented communities. They also strategically took on smaller projects, even for lower revenue, if the creative output could be leveraged to attract bigger clients in related sectors. The existing experience of the founders from previous roles, like producing for Samsung or Essence, also provided immediate credibility.
Access to capital was a significant challenge for 19th & Park, particularly from traditional banks that did not understand their business model or provide constructive feedback for improvement. This experience underscored the importance of relationships in banking and highlighted the systemic issues faced by women and underrepresented founders. The necessity of personal financial sacrifice, with founders not taking a decent salary for several years, is a critical and often overlooked aspect of launching and growing a business.
