Brenda Trigg has worked on both sides of the fence in advertising. She was employed by GodwinGroup for 11 years, and was a senior vice president and creative director for nine of those years. Then, three years ago, she was ready for a change and decided to become a free-lance marketing and advertising consultant.
Trigg enjoyed working at GodwinGroup, and being a part of that company’s growth from about 20 employees when she started to 65 when she left. Changing to freelance freed her from the pressure of management responsibilities.
“Now I am able to work directly with clients, and get back to my first love, writing and finding creative solutions,” she said. “In this role I’m able to focus singularly on what is important to the client and not all the other issues of managing personnel and profitability.
“I enjoy not having as many management responsibilities, and being able to focus exclusively on the client’s needs. I work out of my home, and network with others as I need them. One of the things I like about it is being able to bring the right resources in as needed, the right talent for the right project. That is the advantage I feel I can bring. There are times when I will work with a particular art director because that art director’s style suits a particular client’s needs.”
Her success can be measured a couple of ways. She has been able to compete with the state’s large ad agencies to win ADDY awards, recently winning five state ADDY awards and one citation, and two regional citations.
She has also previously won national and international awards for her work.
Trigg said it isn’t a disadvantage competing for advertising awards as freelancer.
“It is a creative competition,” she said. “The work is judged strictly on the strength of the idea. The size of the budget, the number of jobs you produce in a year, has nothing to do with creative. You can be perhaps more creative when you are having to do things on a shoestring. And certainly you can be more creative when you have the benefit of focus.”
Another benchmark of success is that she hasn’t had to spend most of her time trying to get clients. She gets referrals from GodwinGroup and other businesses when they feel she would best meet a client’s needs.
“I think there is definitely a role for a big agency,” Trigg said. “A major regional agency such as GodwinGroup is the right fit for clients who need a variety of services such as research, public relations, media planning and creative. I work on smaller accounts now.”
Trigg said she had a business development plan when she left Godwin, hasn’t really worked the plan because referrals have been steady. Besides her work for her own accounts in Mississippi, she does free-lance writing for out-of-state clients including an ad agency in Memphis on national accounts like Federal Express.