009 – Kathleen Griffith of Grayce & Co – Content Relationships

Marketing and strategy specializing in the female consumer…

Kathleen Griffith, Founder/CEO of Grayce & Co (an agency working with general market brands to future-proof strategy by considering women in their narrative, and female-equity brands to go further, faster with women) joins Lisa Berger, Edward Hertzman and Dalia Strum in the MouthMedia Network studios powered by Sennheiser. Presented by 24 Seven Talent. (Griffith’s profile)

A symbiotic relationship with big and small brands, a need for intimacy in marketing, and positioning messages as a girlfriend

Griffith shares how her strategy agency works with the entire supply chain, including content strategy, working with iconic brand like Vice and Verizon, along with a big opportunity with small, cult and emerging brands. She discusses how the agency can leverage what they learn from the smaller companies for big brand clients, and bring big brand thinking to smaller upstarts. She offers an example of Glossier, explores the focus on women entrepreneurs, creating editorial and informative media content squarely around what women need without pushing product or service, putting editorial and media first and product second, and how conversations often start with that a brand is getting something wrong with female consumers. Griffith mentions the need for greater intimacy and access into the lives of women, and how often creative misses the mark, why advertising isn’t enough, and how the solution isn’t mere not storytelling, but often instead positioning a message as a “girlfriend”.

Building a company with a specific focus and culture, choosing a meaningful name, and Build Like a Woman

She reveals what motivated the agency focus, a huge opportunity to speak to in a more nuanced way, and how she had opportunity to work with people who want to create positive messaging so she began creating a culture of people she wanted to work with. She explains the deep attention to culture within the agency, and how many things revolve around food. Plus, a snack is delivered of incredible pizzas with truffle oil from Shroomtown. And, the touching family genesis of the name of the agency Grayce & Co. Griffith dives into an initiative with Entrepreneur Magazine called Build Like a Woman, helping many female founders who are talented but not able to take an agency, how the initiative involved taking agency services and democratizing them with aspects including intelligence, growth, project management, a digital grand playbook, and a business plan, build like a woman. She discusses the goal to get these women to seven figures or beyond, for pre-seed and then so they can raise money. She also clarifies why it’s not for her agency to determine whether a woman is qualified — if the founder believes in an idea it is good enough for them. Plus, a debate about what makes a quality startup. And, how this is an amazing pipeline.

Cannes Lions, being inspired, and looking to the future

Finally, Griffith talks about working with Cannes Lions , and “See It, Be It”, the opportunity to work with the “world’s biggest festival and awards for the creative and marketing communications, entertainment, design and tech industries”, and how the industry is behind driving change, moving from 3% creative directors to more than 10% already. Personal questions are answered by Griffith, with mentions of significant inspiration from other people, being the compilation of the five people closest to you, what one would would do if one weren’t afraid, and freefalling and catching oneself.

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