Brass Tacks Collective was her answer to this problem. Launched as a “Teaching Agency,” Brass Tacks offered the first paid Apprenticeship program for people getting their start in advertising and marketing. The program combined workshops taught by experienced leaders with creative work for real clients. At the end of their time with us, our graduates had the knowledge, experience, and portfolio to land a well-paying position at any agency.

We were overwhelmed to see the positive response from our broader network. Our client base of nonprofits, startups, and small businesses became advocates for our work and challenged other agencies to make space for work that supported community impact. Our partners were only too glad to hire our people, raving about their level of skill compared to those even 5 years their senior. And, most importantly, the idea of collaboration over competition began to catch fire.

In 2020, BT Foundry was launched to house the educational side of our Apprenticeship and expanded to offer Pre-Apprenticeship programs to high school and early college-level candidates, both through the Foundry and local community partners. Our Collective grew as well, allowing employment opportunities within our walls for the first time.

As time went on, we flexed and adapted to meet the needs of the community. The curriculum was revised regularly to ensure our Apprentices were up-to-date on the latest best practices. Our clients and partners saw the benefit of working with an inclusive, high-quality agency that encouraged poaching as it furthered the mission. And as we grew and shrank with the coming and going of the cohorts, we started noticing a change in the tides in 2023.

Marketing and advertising slipped significantly in demand as the threat of recession loomed. Suddenly, every client was turning to their internal teams and AI to support their needs, rather than hiring an agency or a new team member. Our partners lost huge portions of their business and froze their hiring as well. Our position had to shift and we began to take stock of the new realities.

What happens when employers feel financial strain and pressure? They reduce their teams and expenses, but increase their needs and expectations. They need senior-level talent on junior-level salaries. They want generalists and reject specialists. 

And what happens to all these people suddenly thrust into unemployment when their once coveted expertise deems them a liability? They must either join the legions of fellow job-seekers and hope for the best or go become self-employed. Either option is risky, uncomfortable, and frankly, terrifying. And, lest we forget, there are also droves of college graduates in the same boat with the same choices, but without the possibility of savings accounts or experience to help them weather the storm.

This is where we knew we needed to be. The Foundry has always offered coaching, mentorship, and training, but it was time to break it free of marketing and advertising professionals to assist those who are struggling to keep their heads above water.