Ever before it had been called  guerilla or one man army businesses Others had called it out of home or Free agencies but be it as it may ambient enterprises, ventures or agencies are going to be around for a long time and the survival of these kind of businesses entails some cut throat street smarts and most of all a “hungry” and passionate business associate which more commonly these days doubles as a wife, husband, fiance, fiancee, girlfriend or boyfriend. In this excerpts below from the number one branding and advertising website ADWEEK more lights has been shed on a “love boat creative partnership” and how both love birds can make both their marriage and creative shop work. Enjoy:

Pum & Jake
Agency: Design Army
Founded: 2003
Jake’s role: CEO
Pum’s role: Chief creative officer
Clients: Adobe, GE, Disney, Bloomingdale’s, Ritz-
Carlton, Washington Ballet, Academy Awards
How they met: Working at a Washington, D.C.,
design firm, where they started their jobs one day
apart in 1996.
Their advice: Make sure you can stand to be
around each other 24/7. “If the answer is no, you
better think before going into business together,”
Pum says.
The bad: Tensions can easily run high at work and
at home when the two disagree, but Pum and Jake
try to avoid wasting time on arguments. “You won’t
always see eye to eye,” Jake says. “Any couple—
working together, or not—will have that. Time is
what we value most, though.”
The good: Being in each other’s space all the time
allows the couple to work through business issues,
whenever—even while folding laundry. “We try to
balance work and personal by trying to integrate
the two,” Pum says. “It’s very efficient to be able to
discuss a business—not in bed, necessarily—but
discuss business when you’re brushing your teeth
at night. It keeps us ahead of the game.”

Deacon & Frances
Agency: Walrus
Founded: 2005
Deacon’s role: Chief creative officer
Frances’ role: Managing director
Clients: Emergen-C, Bloomberg Businessweek, Pret
a Manger, Staples, Amazon
How they met: At boarding school, over 25 years
ago. Frances “wanted me” throughout school,
Deacon insists.
Their advice: Don’t sit across from each other in
the office. They tried it—and failed, about two
weeks in. Some separation is key, they said,
because ultimately alone time is nearly
The bad: Spending every day together tends to stir
up a handful of arguments, especially during
business hours. “It’s out in the open and very
embarrassing for people who first start working
with us, but after a few weeks they learn to ignore
it,” Frances says. “I think they see us as their
bickering grandparents.”
The good: That honesty is a benefit for the staff.
“For employees, it’s actually great because the
partners are always in lockstep alignment, and
there’s no fear of there being a huge managerial
rift, which we’ve seen happen at other agencies,”
Frances says.

Jerry & Karen
Agency: HZDG
Founded: 1987
Jerry’s role: CEO, CFO
Karen’s role: President, chief creative officer
Clients: Hilton, Hilton Honors, Volkswagen of
America, Organic Valley, Conair for Men, Dormify
How they met: As students at Penn State. Karen
was a little sister to Jerry’s fraternity.
Their advice: Stay relaxed in high-pressure
situations. Jerry and Karen attribute much of their
success to their ability to handle stress well
together. “We’ve evolved to be a lot more
comfortable,” Karen says. “All along, we’ve been
pretty laid-back and go-with-the-flow, and if we
hadn’t evolved, we wouldn’t be able to get this far.”
The bad: By spending so much time together at
work and at home, the duo has started to eat
dinner separately. They value any alone time they
can find.
The good: When you work with your spouse, you
know you’ll never get stabbed in the back, Jerry
says. “You can really trust your partner, and there’s
never a fear that something isn’t going to get done,”
Karen says.

Mitch & Meg
Agency: DIA
Founded: 2009
Meg’s role: Managing director
Mitch’s role: Creative director
Clients: HeForShe, Mitsubishi, Ultimat Vodka,
How they met: “We were freelancing at a design/
production company,” Meg says. “Mitch somehow
spun the studio manager’s rubber-band ball into our
first conversation. We became fast friends.”
Their advice: Don’t tiptoe around feelings. Be up
front and honest with your partner, no matter
what. “There can be a lot of dealing with other
personalities and being sensitive, whereas Mitch
and I are comfortable with each other, and we
understand each other,” Meg says. “It makes the
process so much easier.”
The bad: As a married couple running a smaller
creative shop, they have to fight the perception that
they run a charming, mom-and-pop operation that
can only tackle smaller projects. “That’s something
that we are self-conscious of,” Mitch says.
The good: Meg and Mitch know each so well that
they fill in each other’s sentences. It cuts out a lot


of back and forth, because each can anticipate what
the other is thinking or feeling. “A suggestion from
Meg will translate into a creative execution that will
transfer over,” Mitch says.

Source: Adweek
Edited & posted by @djshyluckjimmy
facebook/instagram: jimmyadesanya.

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