We’re growing so fast (open positions here!) that we’re a little behind on Spotlight, our regular feature to put faces—and stories—to the increasing number of people at Latitude. So, we made a special effort this month to sit down with Rachel Gray, recent hire and Account Director to get her take on agency life.

So, Rachel, with two young boys in baseball, how many hours do you think you’ve spent on the field this month, so far?

Ha! Well forgive my quick math, but it’s been back-to-back weekends of away tournaments for the past few weeks and week-day games on top of that. Just in one weekend alone, our team can easily knock out 5-6 two hour games as they work their way through the competition. I’m not going to say I don’t love seeing them play—but after a full busy week at the agency, it can be looooong.

What’s your idea of a big hit at work?

That’s a tough one. Of course, doing elevated work that my team gets their teeth into and the client loves because we hit expectations and helped their business is the goal. That’s always up there. But sometimes the surprises can, well, hit different, as our Gen Zer’s say. With a complicated piece of business and changing market conditions, you can hit a speed bump once in a while that can rock confidence and has the chance to derail a program or the progress you’ve made. But then the team pulls together, comes at things from a different perspective and we solve whatever has come our way. And the end results are even better than we imagined. I always know things will work out, but when you see the way our strategists and creatives collaborate and inspire each other, it’s a rush to witness it every time. That’s not even a big hit. It’s a home run.

You’re directing big pieces of business—what’s the secret to success with that?

We do things differently at Latitude. Everyone has the latitude, if you will, to approach their work in different ways, and that’s what makes it so energizing to work here. For me, I always say you have to be willing to get down in the weeds with your team and clients. Nobody is too high level to not touch the work. But success comes from the ability to go into the trenches when the team and the task require it, and then be able to zoom out to see the big picture. Being able to balance those two perspectives helps you understand the larger priorities as well as the details and nuances of the work to meet them.

Latitude was recently awarded AOR status for the Post Consumer Brands portfolio of pet foods. We have to ask what’s your go-to for your pet?

Hands down, or maybe paws down, it has to be the Nutrish Soup Bones. My 4-year-old Bernadoodle Dottie absolutely loves them. It’s her birthday in July, so she’s getting extra treats for sure.

‍What would you tell younger Rachel that she needs to know today?

Easy. Things work out. Plain and simple. In this business you go through ups and downs, client losses, agency closures, big wins. And we had Covid in the mix too. So stay flexible, follow your gut and everything will actually be more than OK. You’ll find unexpected opportunities at the turns in the road.

If your life was a Spotify track right now, what’s playing and why?

Hmm. It would probably have to be anything by Taylor Swift. I mean I don’t think I can label myself a diehard Swiftie, knowing the fan base, but she’s got something in the back catalog for anything the day brings.

What’s your biggest learning from a client?

Don’t tell anyone—but the customer isn’t always right. Neither is the agency though. We’ve had clients at Latitude for a decade and our best work by far is always a collaboration. Sometimes the client presents an idea, an opportunity or a problem and sees things a set way, but it’s our job to think about things from every angle and if there’s a better way to come at it, to tell them. Then we’re on track for the best work together. The longer you’re in the agency business, the more confident you are based on experience and even your gut, giving you the ability to have open conversations with your client.

Good segue. What do you tell young people getting into an agency today?

This is a business about people—and their ideas. It’s important to own your own voice and understand that really strategic and creative ideas can come from anyone and anywhere, so speak up. Your team and boss will appreciate it. Create boundaries too—at Latitude we strive to preserve a real work-life balance so our teams can be just as fresh and inspired when they’re at their desks or out and about in the real world.

If you hadn’t gone into agency work where would you be now and doing what?

Well… I set out to be a lawyer but quickly realized political science was not my jam. I mean if this is no holds barred, I’d own a vineyard and winery. There’d be a nearby fromagerie, as the French say, and it would be pretty easy in my day to find a beautiful spot to enjoy a glass and a bite with close friends.

OK, one last client question… what's your favorite Caribou drink?

I grew up around Stillwater and that’s Caribou land. We’d always stop for something whatever we were doing. The names have changed over the years, but I’m a sucker for a vanilla iced coffee. It’s a nostalgia thing for me even now.