Time for another “Behind the Click” profile. This time I’m checking in on Kendra Bracken-Ferguson, co-founder and managing director of a social media and management agency in New York City, Digital Brand Architects. Kendra is proof that there is no such thing as the “conventional” route and, in that, is a source of inspiration for all who are currently in transition and wondering how to leverage themselves in the digital game.
Current Occupation: Co-Founder and Managing Director, Digital Brand Architects
Favorite read: Conde Nast Traveler
Recent read: The Power of Nice by Linda Kaplan Thaler and Robin Koval
2012′s ultimate goal:
To deepen my understanding of the world around me to build connections and take the traditional approach, spin it around, re-imagine it and make our approach fresh, new and exciting. To have a sense of possibility that will help define and shape the future.
LdC: Where did you attend college, and how did you like it?
KBF: Purdue University in West Lafayette University. I loved college. It was an amazing experience that enabled me to meet new people, realize my potential and ultimately shape my future. College was a time of personal liberty and free expression and gave way to a path of seizing my dreams.
LdC: Your background is pretty varied, dealing with fashion, music/digital and PR. Walk me through it.
KBF: I started my career at Fleishman-Hillard [public relations firm] where I worked with MySpace and Cingular to create the first mobile music studio app. Looking back almost ten years ago when we did this really shows how the spread of mobile phones and new forms of connectivity offers us the prospect of a fascinating future with amazing possibilities.
LdC: Who were some of the other clients you worked for while you were there?
KBF: At Fleishman, I worked on a number of consumer, fashion, beauty and lifestyle brands (PepsiCo, Proctor and Gamble, DKNY, AT&T, etc.)
LdC: Talk to me about your next step after Fleishman.
KBF: From Fleishman I went to Ralph Lauren where I helped grow the digital media team. I was ready for a change and looking to move from agency to brand, which is ironic since I not only went back to agency but launched one.
Working at both an agency and a brand were a perfect combination for me because each had its own unique experiences, challenges and opportunities to learn different facets of the business from pitching, to reporting across different departments, strategy, [and] management. It was an incredible, enriching experience and truly brought my understanding of digital media full circle going from the lens of an agency to in-house and understanding the nuance of both. It was challenging and rewarding but necessary to guide me to where I am now.