Name: Here’s How this LGBT Entrepreneur is Changing Business Diversity
Uploaded: 2017-01-06
Duration: 12 min 12 s
Description: Marketing powerhouse Robyn Streisand explains

Hi Facebook. My name is Polina Marinova and this is founder Friday. I'm here with Robyn Streisand. She's the founder and CEO of Titanium Worldwide. Robyn- Yes. Welcome. Thank you so much for having me. I'm so excited to be here. Thank you for being here. Explain to us what TITANIUM Worldwide is. Yeah, so TITANIUM Worldwide is the first ever collective of diverse companies that are all minority owned and operated that have come together as a single agency. As a single agency. Okay, so what does that mean? So that means that there's one point of contact, one contract and one invoice. So it keeps it very simple and easy for clients to work with us. So you have a lot of Fortune 500 clients. Yes. If I'm your client and say I am working on a campaign what do I come to you for and how do you help me? Yes. So first before we go on I'd like to just say fortune 500 companies had a very specific goal to spend a billion dollars with minority owned and operated businesses. That's like a quota. Quota across the fortune 2000 and very few have achieved that goal. Why? Well It's a tall order, a billion dollars, right. And I think when you look at solutions, they don't necessarily know how to find them. And so Titanium Worldwide was actually built to solve this problem for corporate America but also to seize the opportunity as independent companies To take their money if you will, so yeah. That's so interesting and I think kind of let's go back a little bit and I think that explains how you got to titanium. Yes. So okay, just take me To the very beginning of your career, what is the first thing you did when you graduated from college? Yes, so I started my career at City Bank and I worked in marketing, and I was young, and naive, and I had no idea. And it was, I was always very open and hungry and always curious. And so I was never afraid to not know what I don't know. And so I'm always asking questions, figuring out, and as a result of that, I built the most extraordinary relationships with people. And everybody was helping me figure out what my job was. And over I was there for nine years. And over those years I just continued to climb and climb and climb. And what I'll say is probably in my sixth year I became responsible for hiring agencies. And agencies would then Worked with me to help me solve my goals and objectives from a marketing perspective. And so I saw when working with agencies that there was, sometimes it didn't always work like I would think. Yeah. And I'm like, this is not right. And there's something missing here. And they're so big. And I'm like, but I got a lot of experience working with different agencies. Uh- huh. And so when I came to my ninth year they were moving over to Long Island City. And I love being on my island, right? [ LAUGH ] So what could I say? I'm a New Yorker, born and bred. And so I decided to leave Citibank and open up my own agency. Was that really because of the location? It was a big part of it, right? [ LAUGH ] I mean, at that time it was 10, 15 years ago so there was really nothing there. And what could I say? It was gonna add on to my commute and all those other things. But I was ready, right? And I saw out of working there, just like when I built Titanium that There was a need for a different kind of agency, and there was a need for people to really care and wanna work with people and figure it out. Cuz it's marketing, it's never black or white. It's always gray. And so So through my years of being a client and then opening up my agency, The Mix by the way, which we just celebrated our 20 year anniversary in March. So yes, first thing relevant in making it happen but this idea of Filling the gap at that time with the mix, like being a boutique agency, really putting into the quality and the integrity of really providing great client service and doing what's right for brands. And so. But how is that different from what already existed in the market? You know, it's about People, it's about connectivity. It's about, I don't have my agenda. I have like, helping you figure it out so that we could solve for it together. Mm- hm. And it might sound like common say, but- Yeah. It's not. People typically come in and they do it their way and they have their process. I don't really come from that way. Everybody has a particular want need and it's always a custom solution, thus the name the mix, right? I see. The mix. All the ingredients that come in to make up what you're getting. And so, it's always from scratch and starting from the ground up. And so, over the course of the years, this idea of the mix, the market shifting, right it's been Such a different time with digital, social and mobile, disrupting the marketplace. And then you have the customer and the client and the whole industry has been completely overhauled. This idea of providing a solution for today that could help Rance figure it out. And I saw in my channel That, although the mix that we did, strategic marketing and branding, it's what we are, that lane was not enough given the complexity of the landscape. And so, I saw that there was a need for me to do more and you have to know as an entrepreneur and a creator and a builder, that once you hit that ceiling, There's got to be something else. It's like never status quo, right? So this idea about creating a solution, given that gap in the marketplace needs scale and size because brands need help Everything as to their business in the marketing, media and communication space, and is it possible that I could literally build a solution that could address that want and need? And be a minority owned and operated enterprise that then could solve this challenge that corporations have around working with minority owned and operated companies. It's like a win, win, win. So, that's interesting. Okay, so you have a collective of agencies. There are 17 in total. Yes. And they're all diversity certified? Yes. What does that mean? So, there's three government organizations that sort of hide minority owned companies. There's The NGLCC which certifies LGBT- owned and operated businesses, there's We Bank which certifies women- owned businesses and then there's the NMSDC which certifies African- American, Asian, Hispanic. And in order to qualify for the certification you have to be 51 % owned and operated by that. Characteristic of you. So I personally am LGBT and woman owned. And so my company, The Mix, has those two certifications and now Titanium as an enterprise Has those two certifications. So yeah, so you've been very very vocal about the importance of diversity and minority owned businesses. Why is that so important? So the customer is changing. Let's be clear, it's not plain vanilla any more. The market has changed and And the customer is different, and so Titanium is really built to actually be a reflection of who the customer is by virtue of not only diversity of who we are, but how we think and how we approach business challenges. That's really interesting and you do work with some big clients. Yeah. Like Mercedes and Disney. So a lot of these corporations are trying to address the diversity in the workplace. Yes. A lot of them are making that much progress that quickly. Yes. Why do you think that as 2017, what's gonna be? Yes. Exactly you know it's a good question Paulina. I would say. That it is a focus of the fortune 500. I know, cuz I'm out there talking to them Yeah. All time. All the time. I think what's happening is everybody's got so much very hard goal and objectives that they have to make and how do you prioritize. And so if you imagine. You're sitting among the sea suite including the Chief Procurement Officer which she has also a very important role and she is the one that is really driving this, notice I'm talking about Jay, she is the one that is really driving this billion dollar Spend. It's more about the communication at the top that kind of aligns the business goals and objectives of the company so that it trickles down. And I think that that's what's missing. And so everybody operates in silos. And look, I'm not an expert at this, but I've been doing this for 30 years, so I I've seen it happen and the power of communication is everything. And that's really interesting, so you're a serial entrepeneur, you've been doing this for so long. And right now, in the market, black and latino women are actually the fastest growing group of entrepeneurs, yet they get so little BC funding. And you've built your companies without any VC funding. Yes. So what are some strategies you think entrepreneurs can takeaway and ponder. Well first of all like I said, you should have them call me cuz I'm always about understanding what somebody wants and needs. And I do think what happens is sometimes when you're looked at as a minority It's not necessarily your playing card, right? Like, we might be a diverse entity but it's not really what we're selling, it's kind of the foundation of who we are, that is a kind of a gift of purchase. But it's not what we're selling, we're selling marketing services to help brands figure out the best way to do business. So, in the case with You know the Latinas, you know tell them to call me. [ LAUGH ] I know a lot of people that would connect her. I like that. So in 2016 you're actually named to out 100, you're on the at 100 list, yeah Excuse me. So this isn't the kind of thing that you apply for. This is like, I was like, my God, and- What did that mean to you? Well, one, from a business perspective that I'm among those celebrities and entertainers, Ellen and, their level of arrival, to be put in a category like that That says something not only for myself but for my companies. Yes And for all the people around me. And I'm an advocate for doing the right thing and not an activist or a lobbyist around any of the issues. But It was a sense of a rival and accomplishment and I was so proud to be a part of it. And now brands are looking to connect to customers and whether it's the LGBT or F. African- american or hispanic, being it where it's giving us credibility, titanium worldwide, by being recognized at this level. And so now more and more brands are coming to us to help them. Wanting help them reach this customer as well. Okay, and my last question is your last name. Hm. Do you have any relation to Barbra Streisand? Yes I do, second cousins, my god, she's amazing. Once a day, every day, my entire life People as me if I'm related, so yes. Has she given business advice or do you give her business advice? So business is kept off the table. It's kind of like a family rulebook and all I ever wanted to do was one album cover, you know. [ LAUGH ] But it's kind of like the policy, so. No, not at this time. Well, thank you so much, Robin. We really appreciate it. My, yes. Thank you, Facebook, for being with us, and we'll see you next time on Founder Friday. [ BLANK_AUDIO ]

Marketing powerhouse Robyn Streisand explains