Katy Hornaday — EVP & ECD, Barkley
Katy talks to TheNextGag about being close to her creative team, why advertising is still a nice career for creatives and what she loves about working in Kansas City.
Katy Hornaday is Executive Vice-President & Executive Creative Director at Barkley in the USA.
Katy is the head of creative for Barkley in Kansas City. After leading work for the likes of Hershey, Wingstop, AB and agriculture giant Cargill plus helping land numerous pieces of new business, she was named ECD in March 2017.
The work she led last year for TAKE5 and Wingstop has already picked up local and regional Best of Show Addys, Gold shorties and more, this year — with much award show season ahead.
Katy has always been drawn to more unconventional advertising, and her latest work for TAKE5 and Wingstop follow suit — a la hacking periscope to turn it into a one-day auction for WingStop’s THUMP and establishing the Swag Exchange for TAKE5 at last year’s SXSW, where festival goers swapped worthless swag for stuff they actually wanted.
In the past, she has been a part of Business Insider’s “Creative 30 Under 30”, named a Young Gun and, most recently, AAF-KC’s Creative of the Year. Katy is passionate about building and leading teams, namely because she believes great teams lead to great work.
Before Barkley, Katy spent time at CPB Boulder and Mullen Boston.
We are very comfortable being uncomfortable, which is precisely what you have to be right now in this industry.
TNG: HOW WOULD YOU DESCRIBE BARKLEY COMPARED TO THE OTHER AGENCIES YOU’VE BEEN ?
KH: We always say we “operate in beta”. We aren’t afraid to try things or to fail. That goes for everything from our processes to our ideas. We are very comfortable being uncomfortable, which is precisely what you have to be right now in this industry. Nothing is a sure thing, so if you’re not experimenting and creating something new, then you’re drowning.
TNG: WHAT DO YOU THINK IS THE BIGGEST MISCONCEPTION ABOUT WORKING IN KANSAS CITY ?
KH: People often just think of Kansas City as “somewhere in the middle” but KC is really incredible. It’s rapidly changing and growing. We have a deep and wildly accessible creative community. The locals rabidly love this town and there’s an amazing energy here. KC has changed immensely in the five years I’ve been here, which makes me so excited about what’s to come. When I think about cities like NY, LA and Chicago, they’re great but we know what they will be like in 20 years — a lot like they’ve been for the last 20. With KC, that future is still being formed.
Some other stuff to love: no traffic, insanely reasonable cost of living and the best BBQ in the country.
TNG: DO YOU THINK THAT FREELANCE PLATFORMS LIKE WORKING NOT WORKING CAN HELP AGENCIES LOCATED IN SMALLER MARKETS BRIDGE THE GAP WITH NEW YORK AGENCIES ?
KH: We have worked really hard to recruit high quality talent from outside the KC market, so we usually depend more on our personal networks to find freelance help than with those sites.
TNG: WHAT CAN WE WISH YOU NEXT FOR THE REST OF YOUR CAREER ?
KH: My goal is to be a part of building Barkley into one of the best agencies in the country. A place where people love to work, where clients love to work with us and we are all creating far-reaching brand ideas (everything from :30 spots to business solutions) that make other people jealous.
TNG: IF YOU WERE STARTING TODAY AS A FRESH COPYWRITER, WOULD YOU TRY TO ENTER THE AD WORLD OR WOULD YOU RATHER TRY YOUR HAND AT BUZZFEED AND CO ?
KH: I think this is the most exciting time to be in advertising. I would definitely choose this path again, given the opportunity. Right now, we have the chance (and the mandate) to help clients build their brand and their business by any and all creative means necessary. We have the shot to prove the power of creativity. What more could we want?
TNG: YOU SEEM TO BE A CREATIVE LEADER THAT IS CLOSE TO THE PEOPLE WORKING FOR YOU. IT IS IMPORTANT FOR AN ECD TO CREATE A STRONG BOND WITH HIS/HER CREATIVE TEAM ?
KH: I believe tight-knit teams make better ideas. So I work incredibly hard to galvanize our teams and department. I want people to love the people they work with. To feel like we can fail together — and when we succeed, we all rise together. Given our “always in beta” culture, that’s very important.
Advertising can be trying. But if you get to show up every day to a group of people who care as much about your kids as they do winning Cannes, I think you’ll give everything you’ve got to make the best work of your career, and we are proving that every day.
TNG: DO YOU WEAR BOSSYPANTS ?
KH: Only when I need to.
TNG: DO YOU FIND IT IMPORTANT FOR YOUNG GRADUATES TO ENTER AD STUDENT COMPETITIONS, SUCH AS THE FUTURE LIONS ?
KH: I certainly think they can play a giant role in launching your career. I got my first job interview waiting in the restroom line in Cannes, after winning a Future Lion.
TNG: WHAT WILL YOU BE GOING IN THIS YEAR AT HALLOWEEN ?
KH: My one year old is going as Harry Potter and my five-year-old daughter is going to be Hermione — so I’m going as Hedwig, the Owl.
TNG: WHAT’S A PIECE OF WISDOM THAT YOU WOULD LIKE TO SHARE WITH US ?
KH: When in Cannes, wait in as many restroom lines as possible.
TNG: IF YOU WERE WORKING ON A SUPERBOWL COMMERCIAL, WHO WOULD YOU LIKE TO STAR IN IT ? RYAN LOCHTE OR TINA FEY ?
KH: Tina Fey. Always Tina Fey. For everything.
Katy Hornaday
Executive Vice-President & Executive Creative Director
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