Coworking with Angie Yarbrough

Each Tuesday, we spotlight Marketing Brew’s readers in our Coworking series. If you’d like to be featured, introduce yourself here.

Angie Yarbrough is the co-founder and principal of Stratistry, an advertising agency based in Dallas. With a passion for building enduring brands, Yarbrough shares how she navigates industry trends using her strategic experience.

How would you describe your job to someone who doesn’t work in marketing? I help my clients attract customers by telling their brand story in a compelling and differentiating way.

Favorite project you’ve worked on? I’m proud of all of our projects, but one of my favorite recent projects was the website redesign for ALY (alyvr.com). It is the only web-based 3D architectural visualization tool for sharing and collaborating on design options on any device with no app and no software. And we have lots more in the works for them, which is exciting.

What’s your favorite ad campaign? The Dove “Real Beauty” campaign is a favorite, because it’s rooted in a strategic insight that women don’t view themselves as favorably as others. It connected emotionally with women, and that positive brand association translated into sales. In 10 years, sales grew from $2.5 to $4 billion, making Dove the No. 1 preferred soap brand in the US.

One thing we can’t guess from your LinkedIn profile? As a three-time graduate of Space Camp as a kid, I trained to operate the robotic arm in the Space Shuttle cargo bay. I’m still waiting for that skill to come in handy!

What marketing trend are you most optimistic about? Least? I’m optimistic about the many potential applications for marketing automation. The scheduling applications I already use for social media and email marketing allow me to work so much more efficiently and effectively for my clients. I’m least optimistic about brands that produce content simply for the sake of having content. I believe there should be a strategy and a purpose to every piece of content that you share.

What’s one marketing-related podcast/social account/series you’d recommend?  I admire Simon Sinek and his emphasis on starting with WHY. He has a great podcast that shares a positive outlook called A Bit of Optimism.