Episode Summary
In this episode titled “Adaptation”, we meet Ginger Peterson, founder and principal of PCF International, a Fort Lauderdale-based marketing agency with roots stretching back to 1996. Ginger shares the unvarnished story of starting an ad agency pre-internet, the challenges of partnerships, and how she’s kept the company relevant for nearly 30 years.
Episode Highlights:
- Ginger’s first client billed at just $15/hour and how that evolved into a half-million-dollar business
- The rocky beginnings of a three-partner agency and the lessons that led her to go solo
- What it really looked like to transition from broadcast TV and fax machines to websites and digital campaigns
- Why Ginger insists on over-communicating with clients even when it’s uncomfortable
Agency Info
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Company: PCF International
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Guest: Ginger Peterson
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Year Started: 1996
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Employees: 11-25
When a campaign doesn’t deliver, you have to own it. Clients trust honesty more than perfection
Ginger Peterson
Key Takeaways
The Realities of Partnership: Think Twice Before You Split Ownership
Ginger’s take, while not common, is clear: “Don’t ever have a partner.” Her early experience with unbalanced workloads, hidden spending, and difficult client transitions taught her that while partnerships can fuel fast growth, they often bring more trouble than they’re worth.
Communication Isn’t Optional—It’s Survival
When something goes wrong—a campaign underperforms or a website crashes Ginger leans into honesty. Her philosophy: “Clients can handle mistakes. What they can’t handle is being left in the dark.”
Transitioning to Digital Wasn’t Easy, But It Was Necessary
The shift from television production to digital media was neither quick nor painless. Ginger shares how her agency slowly navigated the switch, learning how to bill for social media and SEO, while helping clients understand the value of the new media landscape.
Leadership Means Clear Expectations & Recognition
From weekly team meetings to celebrating birthdays with cash bonuses, Ginger manages through structure and appreciation. She doesn’t micromanage, but she does hold her team accountable with crystal-clear expectations and consistent check-ins.
Longevity Requires Love for the Work
At 28 years in, Ginger isn’t slowing down. Her secret? “You have to love this business.” She intentionally curates a client mix that excites her and cultivates team loyalty through empowerment, not control.
Show Notes
- Radical Candor by Kim Scott — referenced for its take on feedback and management
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