Launching an independent agency isn’t for the faint of heart, but the choice was clear for Rachel Carlson, co-founder of Foul Mouth Creative. In the first episode of Year 1, host Christian Gani, co-founder and partner at Øuterkind in Denver, sits down with Rachel to discuss taking the leap, finding the right partners, and building a business on authenticity, trust, and a whole lot of attitude.
Enough Was Enough
For Rachel, starting an agency wasn’t some grand, long-term strategy. It was rage-fueled clarity.
After years of working at big agencies—where she was constantly told to tone it down and let the men take the lead—she hit her breaking point.
Her reaction? “If these guys can do it, why the hell can’t I?”
That same day, she texted two former colleagues—Jourdan Hughes and Tessa Paneri—and six weeks later, Foul Mouth Creative was up and running. No red tape. No second-guessing. Just a clear vision and the drive to build something better.
Why Pitch When You Can Just Be Good?
Most new agencies scramble for work, jumping through endless hoops for a chance to pitch. Not Foul Mouth.
They didn’t waste time chasing RFPs or begging for a seat at the table. Instead, clients came to them—because of the work they’d already done, the relationships they’d built, and the reputation they carried.
One client even found a legal loophole to keep working with them. That’s the power of doing great work and not putting up with industry bullshit.
Clients Come When the Work Speaks for Itself
Unlike many new agencies, Foul Mouth Creative doesn’t pitch—at least not in the traditional sense. Instead, they focused on the relationships they had built over the years. Despite non-compete agreements, some former clients even found legal loopholes to bring them on board.
Their success proves that in advertising, it’s not about the agency name—it’s about the people behind it.
A Women-Owned Agency in a Male-Dominated Industry
With less than 1% of agencies being fully women-owned, Foul Mouth Creative is not just doing business differently—they’re challenging the norm.
Rachel and her team didn’t want to play by the old agency rules, so they made their own. No traditional hierarchies, no chasing every pitch—just meaningful work with the right people.
Advice for Future Founders
Rachel’s biggest lesson for those thinking of taking the leap?
“Do it scared. The worst that happens is you fail. But if you do, fail spectacularly.”
Because the real risk isn’t starting—it’s staying stuck where you are.
Learn More About Foul Mouth Creative
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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.
