Patricia Korth-McDonnell, Partner and Managing Director, West Coast, Huge
Korth-McDonnell is not one to get complacent. She’s not only led clients through digital transformations, she’s also transformed herself by working across such disciplines as client services, marketing, project management, and product strategy. She’s been a transformational force at the agency, as well. Her frank approach to communication, get-it-done attitude, and anti-bureaucratic management style has permeated the agency’s culture—setting the standard for the staff’s work ethic, fostering creativity and teamwork, and encouraging everyone to add their voice to discussions. Korth-McDonnell’s determination and leadership has been integral to the agency’s growth from a 13-person shop in Brooklyn to a global behemoth with more than 1,200 employees.
Defining moment: Joining HUGE about 10 years ago…. I interviewed with HUGE and didn’t get the job. I basically stalked them—I applied for everything. I think I went in four or five times for different interviews. During that period our project manager had to hire and fire two different project managers, both of which came out of more traditional agency backgrounds. She finally said to her bosses, hire that woman who keeps showing up because I at least know she will work her ass off for this opportunity. That’s how I got the job; it took me almost a year.
Words to live by: Less talk, more rock.
Strategy shift: What I’ve seen happening over the past years is a bit of a return to the idea of wearing multiple hats and having more of a generalist approach, as well as a specialist major…and a more focused, enabled, and empowered product methodology-oriented team.
Up next: We’re getting to the point now where technology is smart enough and our ability to capture data passively is powerful enough that perhaps we can deliver on the dream of effortless personalization—where we walk into a store and it does know who you are and what you want, and does remove some of the choice that we’re faced with today, without [the shopper] having to actively do anything. That’s something we’re seeing a lot.
Advice to young marketers: Work your ass off.
–Andrew Corselli
