The ladies of 19th and Park, a creative marketing company are currently shaking up the male-dominated advertising industry, through their fresh take on video, social and experimental content. Meet Whitney Headen, Tahira White, and Nicole Januarie, affectionately coined as the trifecta of #blackgirlmagic. These three millennial women are passionate about helping companies cut through the noise of the media industry to create lasting and compelling content targeted to their key consumers. 19th & Park is committed to consistently integrating new technologies, influencers, micro-influencers, celebrities, and creative strategy to reach the population at mass to not only sell products but sell the lifestyle that comes with it.
Headen, White, and Januarie, started 19th &Park with the intention of creating a more diverse representation on the creative and innovation side for brands and agencies, given that there is a lack of inclusion within the advertising, social media and communications industries for African-American women.
Not only does the agency offer a full-service production and execution team ran and operated by women but they also provide an extended team of experts that lend out creative consultation, brand development, budget management and project for all creative products. The trifecta adds diversity and efficiency to rooms where those positions have never really existed while reinventing the traditional contractor role by presenting a full agency as an in-house creative team.
Since 2017, 19th & Park has worked on creative campaigns with Issa Rae, Nike, Prudential, Smirnoff, Coca-Cola, and Intel, to name a few. I spoke with the ladies of 19th and Park to learn about how they provide a 360-degree multimedia branding experience, what sparks their creativity and advice for the millennial determined to make it in the marketing and advertising industries.
Dominique Fluker: Share your career journeys. From working in marketing and production at Essence Magazine to freelancing for companies like Nike and Samsung, what led you all to collectively establish 19th &Park?
19th &Park: Whitney Headen: I grew up in a small town in Virginia and graduated college at the height of the recession. I chose to move to New York City to pursue opportunities in media that I knew I wouldn’t have a chance at getting in Virginia. For an entire year, I worked odd jobs in retail and volunteered with no luck at landing any opportunities in my field. Right when I was ready to leave and head back to Virginia, I received an email that I got an internship at MTV about a year and a half after graduation. Although you had to be a student to be an intern, I knew this was my one shot to get into my field so I told them I was still in school and started interning. After working on set for about a year, I realized that that wasn’t my passion or the journey I wanted to take so at a networking event I met the head of digital at BET and was offered a job as his assistant immediately. This job introduced to the world of integrated marketing basically where you used production and marketing strategies to seamlessly integrate brands into digestible content.
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