The recent OWN IT 2025 women’s agency ownership summit brought together some of the industry’s most innovative minds, offering deep insights into the evolution of agency management and growth strategies. I have followed Christy Hiler’s journey with OWN IT since 2022 and the summit did not disappoint. From talent retention to AI integration, the diverse panel of speakers shared valuable perspectives that are reshaping how we approach agency leadership and client relationships. Not only that the insights are highly valuable, but they are highly relevant to where Chykalophia is right now and how we can apply these insights into practice.
The Human Element in Agency Growth
During the Talent & Staffing Panel, Christine Olivas, Mandana Mellano, and Owen Williams, moderated by Haley Hunter, challenged the notion that effective mentorship requires complex programs. Their discussion shared that impactful talent development can be as straightforward as implementing regular 15-minute check-ins and maintaining an open-door policy. This human-first approach has proven crucial for both talent retention and cultural growth within agencies.
Strategic Risk Management and Legal Considerations
The Legal & Accounting Panel, featuring experts Samantha Rothaus, Sharon Toerek, and Jenn McCabe, with Frances Webster moderating, emphasized a crucial perspective shift. They highlighted that businesses are in the business of managing money, not risk. Understanding this principle helps agencies position themselves as lower-risk partners for potential clients, making them a more attractive option. The panel also stressed the importance of understanding and protecting creative IP, suggesting that agencies should carefully consider how their work can be both valuable to clients and potentially monetized as products based on the creative IP they have developed.
Amplifying Agency Stories
PR specialists Toni Lee, Pilaar Terry, and Elizabeth Rosenberg, with Laura Petrucelli moderating, emphasized the power of sharing the humanity behind the agency. They highlighted how founder stories and their impact on the agency’s work create deeper, more authentic connections with potential clients and partners. To effectively communicate this human element, the panel outlined three key areas agencies can leverage in their PR strategy:
- Wins: Sharing achievements and awards that demonstrate excellence
- Work: Showcasing completed projects and case studies that highlight expertise
- Expertise: Demonstrating proven processes and insider insights that position the agency as thought leaders
By weaving these elements together with authentic storytelling, agencies can create more meaningful relationships with their audience while establishing their credibility in the market.
Business Development Excellence
The Business Development & Pitching Panel brought together powerhouses Robin Boehler, Rachel Huff, Alexandra Gardner, and Joanne Davis, with Mary Lou Bunn moderating. Their message was clear: “When you decide to pitch, pitch all the way in and pitch to win.” They emphasized the importance of demonstrating both strategy and creative specifications in proposals, while clearly articulating value propositions and expected outcomes for prospects.
The AI Revolution in Agency Work
In her forward-looking session “Designing Tomorrow Today: A Future-back Approach to AI,” Jo McKinney presented a compelling vision of the future. She shared that traditional personalization is giving way to predictive scenarios, where agencies will need to market to both human audiences and AI agents. She stressed that early AI adoption will be crucial for agencies preparing for this new marketing landscape.
Knowing Our Agency Value
Lori Murphree’s session on “Knowing Our Value” provided a comprehensive framework for building and measuring agency value through five core elements:
- Culture and clients
- Unique services and processes
- Data and technology implementation
- Financial performance
- Market conditions
This framework was further illuminated by a case study presented by Ashley Walters and Christine Guilfoyle, who emphasized the importance of demonstrating value that resonates with client needs while staying true to the agency’s core principles. They shared how agencies can go beyond merely stating their values by implementing concrete measures in their work. For example, if an agency is committed to DEI, they can draft a commitment contract stating their intention to bring diverse voices and perspectives that truly represent the target audience in their creative work.
The speakers introduced the Gender Equity Measurement (GEM) by SeeHer as a concrete way to measure creative and media work through four key dimensions:
- The way women are presented in the work
- How women are presented in a respectful manner
- How to avoid inappropriate representation of women
- Ensuring women are presented as positive role models for other women and young girls
This practical approach demonstrates how agencies can transform their values into measurable deliverables that create real impact for their clients.
Growing Our Agency Value and Looking Forward
The Growing Our Value Panel, featuring Nora DiNuzzo and Howard Moggs with Asmirh Davis moderating, offered practical insights into agency growth stages. They emphasized that each agency needs to understand their current position within four key stages:
- Stable
- Sustain
- Scale and/or grow
- Sell
The panel stressed that relationship building is crucial for agency growth, noting that “more relationships become more conversations become more business.” They outlined essential elements for successful pitching:
- Expert knowledge of specific client niches
- Clear demonstration of agency expertise
- Concrete value outcomes
This strategic approach to growth was beautifully illustrated in a case study presented by Yadira Harrison and Shannon Jones, moderated by Carrie Kerpen. Their experience showed how agencies can achieve exponential growth through clear vision and strategic collaboration, demonstrating that successful agencies must balance technical expertise with human connection, innovation with proven methodologies, and growth with sustainable practices.
Building Future-Ready Partnerships
The insights shared at OWN IT 2025 reinforce what we at Chykalophia have long believed: the future of agency work lies in creating meaningful partnerships that drive real value. As we continue to evolve and grow, we’re committed to implementing these learnings – from nurturing human connections and embracing innovation to delivering measurable value and maintaining sustainable growth practices.
Looking to build an agency partnership with Chykalophia? Book a call with Ari to discuss today.
