On Monday, I was fortunate enough to visit Butler/Till – a four-time top 50 fastest growing women-owned business. I was able to learn a lot about the agency and really get a feel for how it operates on a daily basis. Co-CEO Tracy Till was generous enough to extend the opportunity to me, and even gave me some time to blast her with questions that I anticipated being more difficult for her to answer.
I met Tracy after her participation in the PRSA’s YPRP Mentorship event. This is an important detail because it shows how open she is to giving back to the community – something that we will discuss in more depth shortly. Speaking at that event was not a rarity for her. She is very visible and active in the Rochester area, and I think that sets a tone for the rest of the agency’s employees about attitudes and values.
I hope you can gain some insight into Tracy Till and her company through the interview that I conducted with her and Laurin Fox, Account Executive.
What kind of atmosphere do you strive to portray at Butler/Till?
Tracy: I wanted it to be a family atmosphere; a place where people could feel comfortable, protected, inspired, and participatory. Your culture is your brand, and ours is our family. It’s about being incredible, striving, and doing. It’s collaborative and it’s human.
To me, I want people to walk in to our office and see us for who we are. At the same time, I want us to walk into other people’s offices and still see us for who we are. We are what you get, and that culture is very alive.
Tracy admits to not being very “corporate.” Whereas her partner, Sue Butler, is very detail and process oriented, she is more creative. They make a great duo, because they can balance each other out and provide the best of both types of leadership.
Rank the following in terms of their priority, in your opinion:
Clients, employees, Butler/Till, and the Rochester community
I think that you should treat your employees just as well as your customers, so I think they share a similar platform. Butler/Till would be third, and Rochester community is fourth.
My product is my employees and their skills. From a customer’s perspective, if I don’t have the right talent and I don’t train my employees, they can’t deliver what they need to. I need to be able to service customers who have unique needs. So caring for my employees directly influences the satisfaction of clients. We wouldn’t maintain our clients if we didn’t have great employees.
If employees and clients are treated well and they are in love with Butler/Till, it becomes clear that the agency and the community simply fall into place. The agency thrives, which in turn allows it to continue supporting the community. I was previously unaware that Butler/Till chooses one charity or local non-profit organization each month. A series of fundraisers throughout the month contributes to a donation to that charity.
The best part, in my opinion, is that the organizations are chosen by the employees of the agency. It gives individuals the chance to propose something that they are passionate about, and it’s fantastic that co-workers can provide support and get behind the cause.
Can you speak about the different ways that employees are able to grow and develop professionally at Butler/Till?
Laurin: One of the great things when I was starting out was that it was completely dependent on what I was interested. Everyone helped me learn about the things that I wanted to learn about. For me, it was being involved in digital media. As I grew, it became more about media buying and eventually account service. I’ve been able to do it all while I have been here. The agency has allowed me to grow the way that I wanted to grow.
Butler/Till University is set up similarly to a college curriculum in that you can take whatever courses you choose. Whatever you want to learn, there is someone here that is able to lead that class.
I want people to feel like they have an opportunity here. So growing and expanding their minds keeps employees invested and interested. Diversity of accounts and roles is what prevents us from getting stagnant.
Why should a young professional choose Butler/Till as their “dream job” instead of another agency?
First and foremost, our culture. Second, it’s the opportunities provided here from an account perspective and from an education perspective.
In large agencies, people can really learn the fundamentals of marketing. In smaller agencies, people can learn how to be nimble and be involved in the entire process. Butler/Till essentially combines those, and we can offer the best of both worlds.
Culture for me was really important. Everyone always said that Butler/Till was like a family, and why wouldn’t you want to be a part of a family? This is where we spend so much of our time, so it’s great when it doesn’t even feel like work.
The other part was that I wanted to be able to touch different things. There’s the ability at Butler/Till to master something and then move on to something else and constantly continue your development.
What are the top three characteristics you look for in an interviewing process?
I can really see Sparkle. I do well with finding talent that is eager and interested.
The passion in young professionals is what is important, and that’s what I like to see come out in an interview. And then, of course, knowing our business and knowing what we do is an important part of it. You would be surprised about the lack of preparation that sometimes exists.
Inside Butler/Till, it’s clear that “being remarkable” is more than a phrase written on the all. It’s an agency filled with movers and shakers that strive to create a an environment that embodies success, growth, and family.
Does it sound like your dream job?