It was another monster success at the Own It Summit in Los Angeles. Co-founded by Christy Hiler and Jean Freeman, this critical day of insight and inspiration is another critical step forward in growing women and nonbinary agency ownership.
Knowing & Growing Our Value was the theme, and the day’s topics ran the gamut and included:
- Talent & Staffing: Strategies for attracting, retaining, and developing top talent in agency environments.
- Legal & Accounting: Navigating legal frameworks, financial management, and risk mitigation to secure agency operations.
- PR & Communications: Evolving approaches to brand messaging and effective public relations in a shifting market.
- Business Development & Pitching: Best practices for winning new business and refining pitch strategies.
- The Impact of AI on Marketing & Agency Models: A future-back approach to how artificial intelligence is reshaping marketing practices and operational models.
- Understanding and Growing Agency Value: Case studies and discussions on measuring, leveraging, and expanding an agency’s worth.
- Community & Networking: Building strong networks and collaborative relationships to drive mutual success.
Outside the stages, Indie Agency News chatted with attendees, speakers, and allies dedicated to growing and changing agency ownership. You can hit play and listen to the chats back-to-back below or scroll down to a specific conversation.
Renee Miller & Toni Lee
Agency owner Renee Miller and PR pro Toni Lee discuss the future of press releases and traditional PR tools—and how purposeful work and creative innovation help agencies navigate tough times. Renee also recounts her personal experiences with Pacific Palisades wildfire evacuations and how the industry can come together to support those affected. We also have a Venmo link to the Renee Miller Recovery Fund.
Christine Olivas & Shannon Gabor
Christine Olivas, No Single Individual founder and CEO, and Clever Creative’s founder, Shannon Gabor chat about rethinking agency roles and the blend of strategy with creative visuals.
Topics include:
- How agency support in strategy and accounts can drive results
- Clever Creative’s mix of strategic insight with visual expression
- Recollections of early projects and forming strong partnerships
- The value of authentic brand narratives in a changing landscape
Haley Hunter & Sean McNamara
Party Land founder, COO and CMO Haley Hunter and the agency’s head of strategy, Sean McNamara, share their agency’s journey from quirky beginnings to a more refined approach.
Topics include:
- The agency’s early days and unique motorhome stories (don’t ask)
- Evolution of the agency’s creative and strategic processes
- Empowering young talent and supporting women in leadership
- Combining creativity with effective strategy for market success
Elizabeth Rosenberg & Pilaar Terry
Global marketing and communications advisor (and founder of The Good Advice Company) Elizabeth Rosenberg and POV managing partner and COO Pilaar Terry reflect on their PR journeys and how traditional press releases have evolved into modern storytelling tools.
Topics include:
- Pilaar’s early career experiences and mentorship from Elizabeth
- How press releases have shifted to focus on clear messaging and authenticity
- The role of community and personal integrity in PR
- Blending professional expertise with life experiences to stay true in today’s landscape
Ashley Walters & Christine Guilfoyle
Curiosity partner and CMO Ashley Walters and SeeHer president Christine Guilfoyle explain how data and clear contracts support modern advertising and inclusive practices.
Topics include:
- The importance of SeeHer and why a rating system for gender equality and consumer perception is so important
- Using data and solid agreements to boost brand reputation
- Insights into refining client onboarding and agency models
- Shifting toward inclusive, creative approaches in advertising
Lori Murphree & Grace Teng
Evalla Advisors managing partner Lori Murphree and Zambezi Chief Media Officer Grace Teng discuss mergers, acquisitions, and growth strategies for independent agencies.
Topics include:
- The need for an exit plan, especially for women
- How private equity support and smart integration are shaping indie agencies
- Importance of understanding financials and hiring experienced talent
- Balancing creativity with sound business practices for lasting success
Sharon Toerek & Jen McCabe
Legal+Creative founder Sharon Toerek and Armanino’s partner in charge, SoCal Jen McCabe, explore the legal side of protecting creative work in a changing environment.
Topics include:
- Challenges with freelance contributions and AI-generated content
- The importance of clear contract language in protecting intellectual property
- Practical strategies and personal insights on legal safeguards
- Working together effectively between creative teams and legal advisors
Erin Regan & Alex Gardner
Full Contact managing partner Erin Regan and Comet Consulting biz dev consultant Alex Gardner share their career shifts and how they help agencies improve client engagement and pitch strategies.
Topics include:
- Erin’s transition from large holding companies to a focused indie agency
- Alex’s move from big agency work to assisting smaller firms with pitches
- The role of visibility and strong partnerships in client work
- Emphasizing agile thinking and genuine client connections
Frances Webster & Samantha Rothaus
Walrus owner and CEO Frances Webster and Davis+Gilbert LLP partner Samantha Rothaus discuss lessons learned from bold campaigns and the impact of clear storytelling.
Topics include:
- The story behind a lactation ad that challenged industry norms
- How the campaign led to regulatory changes
- Reflections on leadership and long-term planning in pitches
- The importance of genuine storytelling in agency success
Jessica Dimcevski & Sarah Corbin
Blurr Bureau founder and creative director Jessica Dimcevski and PR consultant Sarah Corbin discuss balancing creative design with strategic planning in their careers.
Topics include:
- Jessica’s move from New York to Melbourne to fill a market need
- Sarah’s focus on building strong, genuine client relationships
- The benefit of leaving time for conversation during pitches
- Maintaining authenticity amid evolving advertising demands
Rachel Carlson & Zihla Salinas
Foul Mouth Creative co-founder and creative director Rachel Carlson and Yes& COO Zihla Salinas lead a discussion on how authentic storytelling and community support drive agency growth.
Topics include:
- A case study of a campaign for a postpartum breast care line
- The role of creative communities, particularly in emerging markets like DC
- Importance of planning for long-term agency growth
- Celebrating supportive networks and disruptive, authentic ideas
- About the Author
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
