How the Steady Stream of Creative Talent Moving From N.Y. to L.A. Became a Flood

The lure of sun, fun and opportunity

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

A dyed-in-the-wool New York advertising professional, Patricia Korth-McDonnell had heard all the clichés about Los Angeles as an endless parking lot, a cultural wasteland and, perhaps most relevant, a professional dead end at best and career suicide at worst.

Before becoming a partner and managing director of Huge L.A., she had spent a judicious amount of time in Southern California, working on the agency’s Disney business in the early to mid-aughts. She didn’t know the city in any meaningful way, and didn’t think it mattered.

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