LdC: What was your main reason for starting this business?
TB: In 2006 it became clear almost overnight that it was time to work for myself. My business partner Amina Elshahawi and I had a 10 minute conversation about it and set about making it happen.
LdC: There are a number of digital marketing agencies. How do you differentiate yours from others?
TB: Customer service. There are a lot of agencies that can get a client press on AOL.com, help to build their Facebook strategy and deliver a robust ROI on a media plan but ThinkTank specializes in positioning ourselves as in-house partners for our clients.
LdC: Your client list is impressive. How do you secure such names and what advice do you have for other women which pitching clients?
TB: Again, we take very good care of our clients and have been fortunate to have a team that is passionate about the work at hand. Marketing is a male-heavy space but Digital Marketing is very male. We just work extra hard. We know we are only as good as our last campaign so we give it our all.
LdC: How do you feel your race and gender come into play when pitching clients for interactive campaigns?
TB: It can be a challenge (read: extremely difficult) to pitch General Market campaigns. Clients tend to hire people who resemble their target audience. We are aware of this when we go into meetings so we just hope that our expertise is taken into consideration.
LdC: What advice might you have for other women who have been in situations where they feel it is a hurdle to overcome?
TB: We always say that we’re not the first women to be told no. There will be a long line of minorities and females after us to hit roadblocks too. But we do not shy away from any opportunity, because they just might say yes.
LdC: Give us an example of one of your campaigns that you are most proud of and why.
TB: Wow, well we have several we are very proud of. Of course serving as Lady Gaga’s digital agency of record for 2.5 years ranks pretty high. We learned a tremendous amount of the art of engagement working that campaign. I also love working with the Bombay Company as they work to re-enter the marketplace. I have been involved in several film campaigns that mean a lot to me too like Kevin Hart’s “Laugh At My Pain”, “Pariah”, and “Something From Nothing: The Art of Rap”.
LdC: What are your best hopes for your business for the remainder of 2012?
TB: ThinkTank has taken on more government and corporate work in the past 2 years. I hope that we continue to retain our standing in the Entertainment community while branching out in ways that make sense for our team.
That does it for this profile. Stay tuned for the next one. In the meantime, keep up with digital events and more at www.ldcoleman.com and follow me on Twitter @mediaempress.
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