Before taking control of the company, the two women gained experience managing numerous accounts, contributing to innovative business solutions for clients such as the delineation of the yurban segment, “a group of young people between the ages of 18 and 30 who are connected in terms of mindset and lifestyle rather than ethnicity, geography, or demographics,” explains Williams Osse. “It’s more about a mindset, many millennials fall into this category. They represent more than $200 billion in spending power.”
The women jointly run the company, overseeing its vision, branding, and overall operations, which include financial management, human resources, IT, and administration. Each, however, manages separate accounts. Williams Osse’s roster includes P&G, Supervalu, 3M, Illinois Lottery, and American Airlines. Ferguson has direct supervision over Toyota, McDonald’s, General Mills, Lilly, Walt Disney Resorts, and JC Penney.
What’s also distinctive is their management style. “Fay’s a former schoolteacher. You have to make sure all the ‘i’s’ are dotted and ‘t’s’ are crossed. The grammar is correct,” notes Chief Creative Director Williams. “McGhee’s from Georgia. She has that southern spirit. They’re very different and very much the same.”
Ferguson and Williams Osse agree each has a different approach to management and problem-solving, but both remain united on the direction of the company. “We confer with each other on issues on each of the businesses,” maintains Williams Osse. “But when it comes to the fiscal management of the company and operations, when it comes to the philosophy of the company and core values—people, thought leadership, and integrity—those are things that we work extremely closely on. We are joined at the hip.”
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