Coworking with Angie Yarbrough

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Every Tuesday, we spotlight Marketing Brew readers in our Coworking series. If you want to be introduced, introduce yourself here.

Angie Yarbrough is co-founder and director of Stratistry, a Dallas-based advertising agency. Passionate about building lasting brands, Yarbrough shares how she navigates industry trends using her strategic experience.

How would you describe your job to someone who doesn’t work in marketing? I help my clients attract customers by telling their brand story in a compelling and differentiating way.

Your favorite project you’ve worked on? I’m proud of all of our projects, but one of my favorite recent projects has been the redesign of the ALY website (alyvr.com). It is the only web-based 3D architectural visualization tool to share and collaborate on design options on any device without an app or software. And we have a lot more in the works for them, which is exciting.

What is your favorite ad campaign? The Dove “Real Beauty” campaign is one of our favorites because it’s rooted in a strategic idea that women don’t view themselves as favorably as others. He connected emotionally with women and that positive association with the brand translated into sales. In 10 years, sales have grown from $2.5 billion to $4 billion, making Dove America’s favorite soap brand.

One thing we can’t guess from your LinkedIn profile? As a child, I graduated from Space Camp three times and trained to operate the robotic arm in the cargo bay of the space shuttle. I’m still waiting for this skill to come in handy!

Which marketing trend are you most optimistic about? Less? I’m optimistic about the many potential applications of marketing automation. The scheduling apps I already use for social media and email marketing allow me to work much more efficiently for my clients. I’m less optimistic about brands that produce content just to have content. I think there should be a strategy and a goal for every piece of content you share.

Which marketing-related podcast/social account/series would you recommend? I admire Simon Sinek and his insistence on starting with the WHY. He has a great podcast that shares a positive outlook called A bit of optimism.

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