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Before Audrey Ponzio made the decision to become an entrepreneur, she spent close to a decade rising through the ranks at Edelman. Ponzio started as an Account Supervisor and worked her to Senior Vice President overseeing multicultural communications.
Her career had found its footing in the multicultural space and it was a client she worked closely with then that paid it forward in a significant way.
“Growing up and being groomed by bigger agencies and great thinkers, I don’t think I had ever seriously considered launching my own firm as for the most part I had always felt motivated and encouraged to lead,” explains Ponzio. “But I’m also my parents’ daughter and therefore blessed or cursed with strong opinions and there were instances throughout my career where I felt better decisions could have been made and if I was l was running my own company, I’d do it differently.”
That small spark and a client’s encouragement ultimately led Ponzio to start consulting, which later morphed into starting an agency — APC Collective. A labor of love and many long nights, APC Collective has found success under Ponzio and her founding partners’ leadership.
This year the agency was awarded "Best Campaign by a Diverse & Inclusive Team" at the PR Council Diversity Distinction Awards in New York for their work with Jarritos’ “The Journey” ad-spot which featured Diego Luna.
Below Ponzio shares her tips if you’re debating whether to bet on yourself, plus how your Latinx roots can help mold your startup’s mission.
If someone else helps spark your aha moment, don’t ignore it
“The offering client at Sprint, Kymber Umaña told me to lean in and not to play small,” shares Ponzio. “That I could do it and they would be there for me as we got started. And while I have given that advice to so many others, when it was my turn, I didn’t quite believe it. Now I would say to anyone who wants to create something on their terms, to trust their gut and know that it’s not going to be easy but the process, learnings and journey will be worth it.”
There’s no rule that says you can’t change your mind (or your path)
Fear is a factor in any decision making, but like Ponzio explains, staying in the fear or tradition just because isn’t a viable option.
“My father runs his own business and my mom retired from the phone company, so I know the pros and cons of both,” explains Ponzio. “On one hand you have unlimited potential with instability and on the other you have a steady and paved path. Having been welcomed by stable institutions, I had gotten used to thinking that client wins, pats on the back and promotions were the only formula for professional success.”
It’s okay to grieve your past work-life, even if you love your new one
“I had worked for one of the biggest and most successful agencies in the business so when I left, I went through this break-up phase where I questioned my sense of self, direction and worth if I wasn’t attached to an established brand,” shares Ponzio.
The entrepreneur life is recipe with many ingredients and learning to trust the secret sauce — your gut
“ It’s a hustle and one filled with lots prayers, humility, hard work, late nights, and family diving in with you,” says Ponzio. “I've learned is to trust my gut and insist that my team do the same. I don’t have all the answers but know how to spot them and give credit where it’s due.”
The Latinx ‘family-first’ model can work in business too
Ponzio shares how her Latinx roots play a role in how she’s shaped the agency, “I work from Austin where my family is and we have a office in Dallas and another partner in LA. When asked if they needed to move, I encouraged them to stay where they thrive which means next to family. We also work hard but also know that none of it matters if our health and relationships aren’t intact. Birthdays, family moments, recitals, doctor appointments, picking up kids, nephews, taking care of grandparents, etc. Leading with our values and commitment to our families and community is everything."
Having multiple partners doesn’t have to lead to animosity
Ponzio started the business with her sister and brought on two founding partners at the agency’s start, the experience taught her how to best divide roles. “In terms of roles and responsibilities, we lead according to strengths and interests and dive in to handle whatever needs to be done to ensure success,” explains Ponzio.
It’s okay to measure impact in ways other than revenue
Ponzio’s truth: “When team members feel inspired, engaged and empowered, it’s a win. When intern candidates say they have looked at other agencies and really want to work with us, it’s a win. Clients being pleased and proud of the work, and new clients asking to work with us without a formal RFP are definitely awesome reminders that we’re on the right track. Most recently, winning a Campaign of the Year award for a program developed just a couple weeks after launching and receiving it back in the city where I was raised professionally, is a huge win.”
