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Molly George's Deep Dive Approach to Agency Leadership
Molly George, the co-founder and CEO of Kickstand Communications, has built a successful career in the agency world by adopting an unconventional approach. Unlike the initial advice she received about her role, George's work strategy is not solely based on connecting but also on understanding the intricacies of the brands she works with.
George believes that having a genuine passion for the brands she works with is crucial. This passion cannot be faked, and it is the driving force behind her deep dive into understanding her clients' businesses. Nine years into her career, she found that she had to understand the intricacies of the brands she worked on, contrary to her initial understanding.
This deep understanding has proven to be a game-changer for George. Better alignment of agency services with client goals leads to more effective and tailored solutions. Stronger client relationships are forged through demonstrating industry and client-specific knowledge. George's enhanced ability to anticipate client needs and proactively offer strategic advice has also increased client trust and loyalty, potentially resulting in long-term partnerships.
However, this approach is not without its challenges. The complexity and time required to thoroughly understand diverse client businesses, especially across different industries, can be daunting. Balancing deep client knowledge with maintaining a broad agency-wide perspective and innovation is another hurdle. There is also the risk of becoming too focused on individual clients at the expense of broader agency strategy or other clients. Managing confidentiality and sensitivity of client information within the agency is another challenge that George has had to navigate.
Despite these challenges, George remains committed to her strategy. Her work methodology involves investing time and effort to build a genuine passion for her clients' brands. This passion, combined with her deep understanding, has positioned her as a leader in the agency world, not just as a connector, but as a trusted advisor.
George's transition from the client side of marketing to the agency world has given her a unique perspective. She understands the pressures and expectations from both sides, and this understanding informs her approach to her work. George's work strategy requires a deep understanding, if not deeper than her clients, to deliver the best possible results for her clients and her agency.
Investing time and energy in understanding the nuances of each brand puts Molly George in a position to provide client-specific advice, enhancing her role as a business strategist within the agency. This comprehensive finance-driven approach to agency work not only strengthens client relationships but also offers a unique lifestyle that blends personal passion with professional insight.
