Female Disruptors: Courtney Nelson of TBWA\Chiat\Day LA On The Three Things You Need To Shake Up Your Industry
An Interview With Dina Aletras
‘Surround yourself with curious minds’ — creativity multiplies when you’re inspired by those around you.
As a part of our series about women who are shaking things up in their industry, we had the pleasure of interviewing Courtney Nelson, President at creative advertising agency TBWA\Chiat\Day LA
Courtney Nelson is the President of TBWA\Chiat\Day LA, embodying the agency’s commitment to disruptive ideas and creative excellence. In her role as President, Nelson sets the vision and strategy while overseeing all day-to-day operations for the Los Angeles office. Under her leadership, the agency has clinched significant new business wins including Jack in the Box, Sephora, and Levi’s, while continually pushing creative boundaries through groundbreaking initiatives like Design x Disruption (DXD), PLEX by TBWA, FEED by TBWA and NEXT by TBWA.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
Ironically enough, I’m probably one of the few (if only) people in this industry with an actual degree in Advertising. I started out as a Psychology major but then quickly realized that although I loved psychology, it didn’t allow me to tap into my creative side. I took a few advertising classes on the side and the rest is history. Of course, nothing I learned truly prepared me for this industry, but it set me on the right path.
Can you tell our readers what it is about the work you’re doing that’s disruptive?
Disruption for us isn’t about shouting louder — it’s about changing the conversation entirely. We’re not just making ads; we’re crafting experiences that feel like they belong in your life, whether through AI, immersive tech, or good old-fashioned storytelling. The real magic? We use technology but always with a human touch, so while our efforts might be supported by cutting-edge technology, the heart is all human. Our mission isn’t to just sell products; we’re here to make you feel something and maybe even start a conversation at the dinner table.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
What mistake didn’t I make!?! Seriously — I could tell you endless stores. For example, there was one time early on in my career when one of my managers told me during my review that I was one of the worst Account Coordinators she’d ever worked with due to lack of attention to detail. Luckily, I have thick skin and I’m incredibly resilient — two qualities you need in this business. I’m also a firm believer that failing is all part of the process; having passion and conviction is what matters most.
In today’s parlance, being disruptive is usually a positive adjective. But is disrupting always good? When do we say the converse, that a system or structure has ‘withstood the test of time’? Can you articulate to our readers when disrupting an industry is positive, and when disrupting an industry is ‘not so positive’? Can you share some examples of what you mean?
I would say that disrupting just for the sake of disrupting usually doesn’t lead to a positive outcome. To be effective, disruption needs to be rooted in a real sense of purpose and should always be authentic to the brand. Otherwise, it’s just more noise in an already crowded landscape.
Can you share 3 of the best words of advice you’ve gotten along your journey? Please give a story or example for each.
- ‘Constraints fuel creativity’; — the tighter the box, the wilder the ideas.
- ‘Embrace the mess’ — creativity thrives in chaos, so don’t tidy up too soon.
- ‘Surround yourself with curious minds’ — creativity multiplies when you’re inspired by those around you.
In your opinion, what are the biggest challenges faced by ‘women disruptors’ that aren’t typically faced by their male counterparts?
One of the biggest challenges women leaders face is the need to always be balancing credibility with likability — women are expected to prove their competence while also being “approachable.” If they’re too focused on proving their expertise, they risk being seen as cold or unapproachable. But if they lean too much into likeability, their competence might get questioned. This balancing act forces women to spend energy navigating perceptions in a way that their male counterparts typically don’t have to.
Do you have a book/podcast/talk that’s had a deep impact on your thinking? Can you share a story with us?
One book that has impacted my thinking is “The Power of Now” by Eckhart Tolle. The book emphasizes the importance of presence and how most of our anxiety comes from fixating on the future or dwelling on the past. This resonates with me because in my current role I am often operating in uncertainty and need to make major decisions that have no clear outcome. Instead of being paralyzed by what-ifs, I now focus on doing the best I can in the present moment.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
Oh boy…that’s a BIG question… I suppose if I could inspire a movement, I would want it to be focused on fostering empathy and collaboration across global communities. The hope would be to create platforms and opportunities for people from diverse backgrounds to share their stories, experiences and challenges to promote a deeper understanding of one another. The world would be a much better place if we weren’t so divided and could collectively tackle global issues such as inequality, climate change and access to education and healthcare. In other words, the goal would be to truly cultivate a global mindset rooted in shared responsibility ensuring that the solutions we come up with benefit the greatest number of people. Big question, big answer. ;)
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
One of my favorite life lessons quotes is by Viktor Frankl: “When we are no longer able to change a situation, we are challenged to change ourselves.”
I always loved that quote, but it feels more relevant now than ever with so much uncertainty in the world. Rather than being consumed by frustration or helplessness, I’ve found that focusing on personal growth, adapting my perspective, or altering my approach has always been more productive. It serves as a reminder that we have power over our reactions, even when external factors seem immovable.
How can our readers follow you online?
https://www.linkedin.com/in/courtney-nelson-6931536/
This was very inspiring. Thank you so much for joining us!
About the Interviewer: Dina Aletras boasts over 20 years of expertise in the corporate media industry. She possesses an in-depth understanding of growth, strategy, and leadership, having held significant roles at some of the UK’s largest media organizations. At Reach PLC, the UK’s largest tabloid publisher, she served in various director capacities. Additionally, she held leadership roles at The Independent Magazine Group and DMGT. Her extensive knowledge spans editorial, digital, revenue, sales, and advertising.
Upon relocating to Switzerland, Dina took on the responsibility of managing and promoting the international section of Corriere del Ticino — CdT.ch pioneering the English page “onthespot.” She also was the Co-Editor of Southern Switzerland’s first official Italian and English bilingual magazine.
