This month, I sat down with Tricia Barrett, Chief Operating Officer at Crowley Webb and Praxis.
Tricia joined the full service communications agency in 2003 with a background in project management, client service, and operations. She now oversees Crowley Webb’s general agency operations and Praxis’ operations.
We discuss the ways Crowley Webb have differentiated themselves and diversified their offerings over the past 20 years, as well as the challenges agencies have faced through and after the pandemic.
Not Your Average Creative Agency
After historically being known as a high quality creative agency, Crowley Webb acquired patient recruitment agency, Praxis. This event changed the trajectory of the agency and allowed them to specialize in this niche industry of patient recruitment. Each side of the company has specific account teams and project managers but they share creative resources and agency operations resources as well.
In more recent years, Crowley created Sample, a consumer panel where anyone can sign up to participate in their surveys and earn rewards. Their clients can take advantage of this for customer research, creative testing, and more.
Giving Back to Western New York
Following the Black Lives Matter movement and George Floyd’s murder, the agency decided to do something to make a difference that was more than posting a black square on social media. In 2020, Crowley Webb created a Diversity, Equity, and Inclusion committee to find a way to really give back and make a difference.
Through this committee they created the Chroma Initiative as a way to give back to minority owned businesses in Western New York. The committee picks an organization that needs help with any of the full suite of services they offer – anything from design to public relations and everything between.
Since the start of the initiative they have helped four businesses in our community, and have always gone above and beyond what was promised to them.
There’s So Much More…
Tricia has been there through all of these changes and through this episode, she talks about the agency’s challenges and things she has learned along the way, as well as gives out some advice! Listen to the full episode to hear it all.
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About The Agency Scoop
Each episode, we tackle a specific topic with another friend from Cypress North or pull in leaders from other companies. We’ll chat about what’s helping our agency grow, how we work with clients, things that bring us joy, and even the challenges we face. Please subscribe on your favorite podcast player to follow along!