This week on Own It, we’re talking to Tori Nygren of Hogwash Studios. Tori is an award-winning creative director, writer, and filmmaker who started her career learning from the best and the brightest at Droga5 and McCann. She has also worked in-house at tech giants like Uber as well, where she experienced first hand how creativity can transform a business narrative.
Hogwash Studios is a production house that helps brands define their voice with video, experiential and social storytelling.
We talked about her active lifestyle, her creative childhood and her journey to ownership. And, of course, we dove into her perspective on the gender gap in agency ownership.
Tori is so fascinating and exciting to talk to. You’ll enjoy this.
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Tori Nygren and her partner deliberately integrated creative, production, and other skill sets early in their agency, Hogwash Studios. This approach prevents dilution of ideas and allows for complementary expertise, such as a producer suggesting a unique location during a creative brainstorm, leading to more innovative and well-executed work.
A significant challenge for agency owners, especially those who founded their businesses, is learning to delegate and trust their team. Initially, there's a struggle to release control over what feels like "your baby," but passing on responsibilities to others on the team fosters growth, empowers employees, and ultimately benefits the agency.
Women are often more risk-averse, which can hinder them from pursuing agency ownership. However, by leveraging community support and understanding that there are ways to mitigate risk (e.g., starting a side business while maintaining a current job), more women can be encouraged to take the leap into entrepreneurship.
An advertising industry dominated by a single demographic (e.g., "old men") leads to "sameness" in thinking and limits the ability to authentically connect with diverse audiences. A lack of varied perspectives in agency ownership results in less effective and less interesting advertising because crucial insights from unique groups are missed.
Building a strong agency culture, even in a hybrid work environment, is crucial for success. Initiatives like "dream initiatives" and employee shout-outs foster collaboration and a positive atmosphere. Additionally, embracing modern tools like AI (Midjourney, Sora) and design platforms (Figma) allows agencies to work faster, visualize concepts efficiently, and maintain high-quality work, making it an exciting time for agency owners to shape their ideal work environment.
