Agency Bytes Ep 080 – Kevin Rapp, Ultra Friends – No Free Work
In episode 080, I had a great conversation with Kevin Rapp, co-founder and chief creative officer of Ultra Friends. We dive into the exploitation of creatives and the crucial role of valuing creativity in business. Kevin shares his journey from working in agencies and studios to going in-house at a fast-growing startup, where he learned to focus not just on the craft, but on delivering real value to the business.
We discuss why creatives should stop pitching for free and start advocating for the true worth of their work. Kevin’s key takeaway? Understand and confidently articulate the immense value that creativity brings to the table.
This episode is a must-listen for any creative professional looking to elevate their impact and take control of their worth in the business world!
Key Takeaways
• Creatives need to shift their focus from the craft alone to delivering value to the business.
• Pitching for free devalues creativity and sets an unhealthy dynamic in client relationships.
• Understanding and articulating the true value of creativity is crucial for success.
• Advocating for fair compensation and valuing creativity leads to better career opportunities and financial growth.
Chapters
00:00 Introduction and Background
03:30 Transitioning from Agency to In-House Startup
06:09 Shifting the Focus to Value and Business Impact
09:55 Starting Ultra Friends and Optimizing Creative Content
15:05 The Importance of Not Pitching for Free
20:59 The Devaluation of Creativity and Self-Worth
26:00 Setting the Tone and Advocating for Fair Compensation
31:53 Understanding and Articulating the True Value of Creativity
Kevin is the co-founder and Chief Creative Officer of the creative agency Ultra Friends. He's an accomplished creative leader with almost two decades of experience in the field. And he's built a mild reputation for himself by shouting into the internet void on Linkedin.
Contact Kevin on his website.