How Tracey Pattani from BSSP, Owns It
This week on Own It we’re talking to Tracey Pattani from BSSP … that’s Butler, Shine, Stern & Partners. The firm was the 2025 AdAge Small Agency of the Year. Its clients include ESPN, Amazon, Kikkoman and Wild Planet, among others.
Tracey came up through the account side of the business, spending time at FCB and Digitas along the way. Her work lies at the intersection of creativity, AI and business transformation. She partners with leadership teams to reimagine what’s possible.
We talked about her journey, the influences she learned from along the way, her transition to ownership and more. We also loved hearing her perspective on the gender gap in agency ownership, particularly because she admitted she had more male leaders on her path than females.
You know we love the different perspectives our guests bring to the table. You’re going to enjoy this one.
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Key Takeaways
EPISODE: Own It Podcast - Tracey Pattani, CEO of BSSP
1. Embrace Adversity and Being Underestimated as Fuel for Growth | [00:13:19]
Tracey identifies self-doubt and adversity as defining moments that propelled her career forward. She actively seeks situations where she is underestimated, viewing it as when she performs at her best. This mindset shaped major pivotal moments, including leaving IBM for what seemed like a step backward to Amirati Puris, and ultimately led to her becoming CEO of BSSP after being told she could never be a managing director.
2. Female Leaders Need Vulnerable, Intentional Relationship-Building Over Competition | [00:09:29]
Tracey found meaningful support from women in the industry only after becoming CEO, having previously relied on male mentors. She discovered these relationships by being vulnerable first—admitting struggles and fears rather than maintaining the facade that everything was going well. This vulnerability breaks through the competitive nature of the industry and creates space for authentic, trust-based connections among women leaders.
3. Build a Trusted Cohort for Deep Support Through Leadership Challenges | [00:37:33]
Rather than relying on casual professional relationships, Tracey emphasizes the importance of purposefully building a small cohort of peers who commit to regular meetings and developing deep trust. She also participates in a 15-person CEO group across industries. These groups provide safe spaces to discuss struggles, share learning, and receive guidance without competitive threat—essential for navigating the complexities of ownership.
4. Women Must Be Taught the Business and Financial Side of Agency Ownership | [00:34:37]
Tracey learned financial and contractual aspects of ownership on the job, which she acknowledges is not ideal. She emphasizes that women need early exposure and education to these operational aspects of running an agency—something not typically presented to women as they progress in the industry. This knowledge gap contributes to women not seeing ownership as an achievable path.
5. Redefine Success Around Business Impact, Not Awards or Subjective Creativity Metrics | [00:25:08]
Rather than chasing industry awards or attempting to be "the most creative agency," Tracey defines BSSP's success around whether the work actually moves the client's business. This pragmatic approach prevents agencies from becoming obsessed with subjective measures and instead focuses on tangible business outcomes, which is more sustainable and meaningful.
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