“See It & Be It”: Karen King of Spawn Ideas

Karen King, President & CEO, Spawn Ideas
Karen King, President & CEO, Spawn Ideas

As part of the 4A’s “See It & Be It” series focusing on gender equality & diversity, Karen King, President & CEO of Spawn Ideas, shares her thoughts and advice. Spawn Ideas is a full service creative advertising agency based in Anchorage, Alaska with an office in Denver, Colorado.

 In 2016, why do you think it’s still necessary to talk about opportunities for women in the industry, and how women are portrayed in advertising?

This year’s presidential election makes this incredibly topical and clearly necessary. I’m not alone in believing (I hope) that despite the ugliness, we will reap benefits from the frank discussions happening in our country right now. Hoards of people—women and men—are becoming more aware of the power and potential harmfulness of their stereotypes, biases, words and actions.

Of course many brands are also still guilty of casually and almost blindly preying on the insecurities of women and girls. It’s not surprising that the national dialogue and this kind of marketing shape the way we think about women at home, in the workplace and in our communities. As a result, girls and women, more than ever, need the reinforcement of empowering and respectful messages to help them resist what they’re hearing in the media from people purported to be leaders and country-builders.

Fortunately, at Spawn Ideas, there is no leadership, pay gap or stereotype holding women back from career achievement. As an employee-owned company with more than 60 percent women on staff, it can seem odd to contemplate the reality that these things still exist elsewhere. However, we are all aftereffects of our upbringing and exposure to the world, so we all must be careful not to let unrecognized biases color our perspective when it comes to hiring, performance and promoting staff of either sex.

Do you think women, people of color, LGBTQ and people with disabilities face similar issues in the ad industry? 

I do. It goes back to the reality that we all have biases that we sometimes aren’t aware exist. And the calling out of these biases can put us on hyper alert, feeling that even an attempt to avoid bias is a bias in itself. Opportunities for women, LGBTQ and others are, thankfully, increasing the focus on these issues. But, the move forward is often slower and clumsier than we’d like it to be.

What advice would you give to a 20-year-old woman on succeeding in the advertising industry?

Pick up the phone and have real one-on-one conversations that build relationships. Do things you’re not comfortable with until you are. Find community betterment programs and get active and known. Fashion your life to be a constant learning experience through work and travel, so you can see the world and your gifts from a broader perspective. Be visible—let those who can determine your fate know about your aspirations and your achievements. Always be curious and find outlets to satisfy that curiosity. Seek out mentors and follow their careers, in person and/or behind the scenes. Take care of yourself, physically and mentally. Make a plan to balance work life and life outside of work, rather than simply reacting to demands on your time. And find a place to work with a great culture where every day is fresh and where you are 100 percent valued.

Would you want your daughter to pursue a career in advertising? If not, why not? 

Yes. It’s hard work that’s constantly exciting and new, and often frustrating as well. The challenges we experience build our knowledge, capacity and character. If we’re open and determined to be resourceful—to figure things out no matter what—we benefit from active minds and the growing ability to be comfortable with the uncomfortable because change is constant and inevitable.

What did you do to survive and thrive in advertising? 

I’ve never considered myself an intentional “climber,” but instead an ever-curious person with a classic Midwestern work ethic that thrives on the next challenge. Throughout my career, I’ve made a point of educating myself beyond what I learned at university or even on the job. Part of that was an early “fake it ‘til you make it” response, and part was awareness of insecurities visible in women around me as I grew up. I was, and am, determined to avoid a similar fate, so I’ve naturally developed a “reach” mentality that I urge my staff to consistently find in themselves.

There is also a “Minnesota nice” and earnestness that’s an inherent part of who I am. It helps to build positive expectations and trust, both in good times and in times that test us.

Oh, and I’m a recovering perfectionist, so that helps …