How Judith Carr-Rodriguez from Fig, Owns It
This week on Own It we’re talking to Judith Carr-Rodriguez from Fig. Her firm bills itself as storytellers for the information age, and that they are. Judith was named to Meta’s “THE List” in 2023. She was one of Ad Age’s Leading Women in Advertising, Marketing and Media in 2022. And one of the 40 over 40 most influential people in advertising in 2021 by Campaign U.S.
Her resume is impressive, having led both LBi and MRY before launching Fig 13 years ago.
Her experience, influence and wisdom are so valuable to tap into. I so enjoyed the story of her journey, talking to her about the state of the industry and what we can do to close the gender gap in agency ownership.
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Key Takeaways
EPISODE: Own It Podcast - Judith Carr-Rodriguez, CEO of Fig
1. Build Community and Support Systems as Your Foundation for Resilience | [00:11:45]
Judith emphasizes that community is essential for navigating entrepreneurship and leadership challenges. Her move to New York without a safety net was her darkest period, but creating community both within her agency and in the city transformed her experience. She stresses that as an owner, the "amazing days are really amazing and the dark days are really dark," which is why having people to support you through both is critical for long-term success and preventing isolation-induced mental health struggles.
2. The Power of Saying "No" and Setting Boundaries as an Independent Owner | [00:24:00]
One of the greatest joys of ownership is having the autonomy and confidence to decline work that doesn't align with your agency's capabilities or values. Judith shares how Fig confidently told a prospective client they wouldn't deliver on certain scope items, which led the client to restructure their entire procurement process to work with Fig. This ability to set terms—for client relationships and for your team's well-being—is a fundamental advantage independent agencies have over legacy organizations.
3. "I Don't Know" Is a Complete and Freeing Sentence | [00:30:15]
Judith reveals that early in her career, particularly as an account person expected to have answers, she felt pressured to make immediate decisions. She learned that saying "I don't know" and requesting time or more information is not a weakness but a strength. Operating "in the gray space" with comfort about uncertainty allows leaders to make better decisions and set healthy boundaries, rather than forcing premature conclusions or pretending to have expertise they lack.
4. Confidence—Not Funding or Opportunity—Is the Primary Barrier for Women Agency Owners | [00:29:08]
While there are 20,000+ registered advertising agencies in the U.S., only about 1,000 are on women-owned lists, despite 40% of all U.S. businesses being women-owned. When Christy and Judith discuss the reasons for this gap, they identify confidence as the biggest barrier, ahead of funding or opportunity. This suggests that systemic confidence-building and visibility of successful female role models like Judith are critical to closing the ownership gender gap.
5. Entrepreneurship Requires Showing Up Consistently for Your Team, Even Through Uncertainty | [00:35:40]
Judith's core advice to aspiring entrepreneurs is that your job as a leader is to "show up every single day and put one foot in front of the other and just keep going." When you demonstrate consistency and resilience, the majority of people will follow you through both thriving and difficult periods. Over 13 years at Fig, this philosophy of continuous showing up—for yourself, your co-founder, and your team—has been the engine of the agency's success and growth.
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