Introducing Andrea Anders Of Andrea Anders Inc. [NKOTB]

Welcome to the latest episode of our New Kids On The Block series where we discover new agencies that launched over the last few years. In our third interview we sit down with Andrea Anders of Andrea Anders Inc.  Andrea takes a moment to shares some highs and lows of her journey so far.

What made you decide to launch your own agency?

Since I was a child, I’ve always been entrepreneurial, I had a lucrative babysitting business and actually at one point created a magazine.

Over the last decade, working with many talented entrepreneurs in this country from different industries made me realize that there really is no perfect equation for “making it” and that I have a very clear perspective on what defines excellence. Having worked at so many top shops with every personality you can imagine, I can tell you who the good leaders are, who has strong teams, who has a powerful brand and who delivers. I’m so grateful to have had the opportunity to learn from so many talented people because it’s enabled me to do an in-depth industry audit from the inside almost accidentally. It’s a gift really because it’s given me the context needed to be able to create an offering I believe is the best it can be and actively address the most common client grievances I’ve seen over the years. No one loves a junior team or paying a bill every month without results. It’s just not how I operate.

I also realized the only way to fully control my brand, the clients I work with, the team and culture I want and how dollars are spent is to have my name on the door. Whether it’s encouraging my team to work from anywhere in the world or take a day to support a local charity, these things are important to me. The way I live and work is specific, deliberate and integral to my brand.

Finally, philanthropy is a key part of my life and I actually just established the Andrea Anders Foundation so I never lose sight of the bigger picture and its critical role in business.

Why now?

It was time. Over the last seventeen years, I’ve truly done and seen everything imaginable from a campaign perspective but I had never autonomously managed my own P&L. I realized the only thing setting me back and not doing this with laser focus a decade ago, was not believing in myself and finally had time to think and crystallize my vision and values. You have to show up for yourself and others in ways you feel good about. Trust me when I say I’ve learned a lot over the years.

What is something you have learned that really made a difference with the business growth?

We all know this is a relationship based business, but seeing exactly how relationships almost exclusively fuel my new business funnel has been incredible. I often say humility, generosity, candour and kindness have high return but it’s really the truth!

What is your agency’s niche or makes your offering stand apart from others?

While the market is definitely saturated, I realized many clients want no nonsense public relations, smart advice and results that fuel their bottom line from people they trust without the dog and pony show. Public relations is also not just media relations, there are so many critical ways to reach and influence the consumers that matter. If you’re looking for strategy based creative thinking, return on investment and approachable client service, Andrea Anders Inc. will be a great fit!

I would say I attract start ups, fellow entrepreneurs, food and beverage clients and luxury brands. A great example is women founded and led Green Owl Vodka, North America’s first green tea flavoured vodka. We’re getting ready to expand to new markets and I’m sure you’ve seen the brand everywhere this summer already!

I love working with businesses I genuinely believe in because it doesn’t feel like work. I consider my clients friends and collaborate with them in that way. I only pitch ideas I know will grow their businesses because I actually care. I say “If it was my money, I would x” all the time because it’s how I think, how I give advice and what I would want from an agency. If strategy and counsel are sound, clients grow naturally.

As a new agency, what is something Andrea Anders Inc. brings to the table a brand might not get from a larger agency?

The biggest thing that sets me apart is my directness. I’m strategic and very real without exception. I’m just not an operator. In most cases, I prefer taking on projects versus retainers because I will never overpromise and underdeliver. It’s something so many agencies do and I’ve seen every version of it whether it’s a senior person delivering a great pitch and giving the work to an intern or taking on an impossible mandate for the revenue knowing it will fail. Instead, I take on projects that are time bound with very clear success metrics laid out in all contracts. While I understand why many PR professionals avoid doing this, I find it so much more effective to set and exceed goals that make sense. As an entrepreneur, I know every dollar counts and if I don’t think I can deliver on a project I genuinely don’t want to take it.