Making Bold Moves: From Agency Start-up to Representing Brands Like Mercedes-Benz

Headshot of Nadine Dietz

 

When I first heard of Robyn I just knew I had to meet her. Robyn is a firecracker filled with vivacious energy, a quest for equality and a drive for success.  Her story showcases her vast experience in both the agency and brand worlds and her work represents her confident, unwavering commitment that energy applied in the right way will yield the right results. Hats off to Robyn for paving a beautiful path highlighted with all the colors of the rainbow.

Tell us about what you are doing now.

I am currently the CEO and Founder of The Mixx, a strategic marketing and creative agency, and Titanium Worldwide, a collective of independent diverse agencies in the media, marketing and communications space.

How did you get to where you are today?

I started my career at Citibank, working with agencies in the marketing and creative space. Over time I realized that all the agencies being used were BIG. Thus, the A team would do the pitch and then the C team would work on the account, Frustrating!

When Citi moved to Long Island City, I realized that there was a bigger opportunity out there for me, a gap in the market that had to be filled…I was determined to do something different, could I possibly be on the other side of the fence, working with brands to help them solve their marketing and creative challenges? With that, I made the decision to open my first agency The Mixx, out of my apartment with a phone and a desk. Now, almost 23 years later, The Mixx is a thriving agency built on client service, diversity and doing what’s right for a brand.

What pivotal moments did you face along the way and what inspired you?

Over the course of my agency’s tenure, our team has continued to develop our strategic approach to business challenges, ensuring that a research-driven approach fuels our creative muscle. And although it may seem that way, this is not typical for every marketing/creative agency. By leveraging consumer insights and data, we push our clients to speak to their customers in engaging and authentic ways, without pandering. A great example of this would be our work with our long-standing client Mercedes Benz and how we encouraged them to engage the LGBT consumer segment. Starting with a small print-based campaign, we have grown this business over the past 4 years and are already planning for year 5. The response within the LGBT community has been tremendous, existing customers felt appreciated and seen for the first time and LGBT individuals who may have been considering a new car now are brand advocates for MB.

What do you see as the major opportunities or challenges for women today?

Women are in a very key point in history, with the power of communication and standing together, we have been given a powerful voice that will help to break the glass ceiling forever. We need to ensure that we keep standing up for ourselves, we keep empowering each other to take seats in the board room and demand to be on executive leadership teams of the world’s largest corporations, and of course, supporting/empowering independent woman-owned companies.

“I would encourage women who are in seats of power to use their voices, to become mentors and continue to cultivate future talent.”

These women are the change agents paving the path toward the future with less of a gender gap and by using their voices, during a vote for a new board seat or potentially vetting staff for promotions, we hope that there can be more equal opportunity for women.

nadine.dietz@adweek.com Nadine Dietz is chief community officer at Adweek and host of the CMO Moves podcast.
{"taxonomy":"","sortby":"","label":"","shouldShow":""}