From a career in law to branding CPG & Tech companies — Laurel Mintz // Elevate My Brand

Quotes

• “I started out as a lawyer working for a Covington & Burlingand then I found out that my father had Stage 4 bladder cancer, so I ended up stepping down from my law firm to run his interests.” - Laurel“I think it’s about thinking differently. When you’re a practicing attorney, you’re told to cut through all the BS and I think that trait is what makes us great as a marketing agency. We’re not about fluff, even though we like things to beautiful but everything has to make sense from a metrics standpoint.” - Laurel “For me, it was about culture and communication. As long as you are great at communicating, you can get through pretty much anything and make sure that you can build the right team.” -Laurel “I looked for my Dad as a mentor and I kept asking him the right questions and learn from the mistakes that I was constantly making and just continuing to push forward and understanding that I was working for the company for a reason and that I will not let the business fail with me at the helm.” - Laurel“I was marketing focused. I was talking with other entrepreneurs and figuring what their pain points are, and this was early days in digital, they were confused about web and they were confused about social, they didn’t really understande-commerce, so between the things that I learned in the MBA program that was focused on marketing and the interim CEO role, I had to understand e-commerce marketing from an owner/operator perspective.” - Laurel“Originally, our tagline was ‘the structure behind creativity’, we wanted to work with green and beverage brand, CPG brands. The purpose was to help them structurally understand marketing and execute that on their behalf so that they could focus on their core business value.” - Laurel “Transitioning to working with tech companies happened very organically. I was pushing them off, they were coming to us. But then I woke up one day, and I was like why was I saying no to these massive tech companies. It cameto me that it was just another way to build our brand and value. So we started taking some of these clients and some of them are now the biggest in the world.” - Laurel“It was all relationships-driven. I just met the right people at the right time and they have these inflections where they needed marketing support.” - Laurel “The large enterprise tech companies have massive organizational structures. So when we brought in to those companies, we’re narrow-focused. Most of the work we’ve done on a tech side has been national-filled marketing.” - Laurel“We’re doing both. I would say the large enterprise tech is necessarily relationship-driven, mostly experiential. But for the middle market which is the core of our business, it’s full scope. So it’s full digital, web, content, social, advertising and creative and then how that ties in with an experiential moment so that they’re optimizing their marketing sponge.” - Laurel “It has changed dramatically. At first, people were scared. People were unusedto being digital. Then they went super far left to the digital and experiential was left in the dust. Now they’re realizing experiential is really critical and that you can tie digital and experiential together if you’re doing it in a smart way.” - Laurel“There’s always room for growth. As entrepreneurs, we move the goal post.” - Laurel