Episode Summary
In this episode of An Agency Story, host Russel Dubree sits down with Bob and DeAnna Spoerl, co-founders of Bear Icebox Communications, a Chicago-based PR agency with a talent for amplifying B2B brands in manufacturing, logistics, and beyond. With roots in journalism and creative writing, the couple shares how they transformed personal setbacks and professional pivots into a flourishing agency.
Top 3 Takeaways:
- From failure to foundation: How a bankrupt franchise business became the unexpected training ground for agency success.
- Couple goals redefined: Building a company and a marriage without losing the plot—or each other.
- Scaling with intention: Why they focus on people, process, and purpose rather than growth for growth’s sake.
Agency Info
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Company: Bear Icebox Communications
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Guest: Bob Spoerl & DeAnna Spoerl
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Year Started: 2016
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Employees: 1-10
We realized we cared too much to treat it like just a business until we learned the hard way that heart alone doesn’t keep the doors open.
DeAnna Spoerl
Key Takeaways
Failure as Fuel
“We learned what we shouldn’t do.”
Before Bear Icebox, the Spoerls launched a homecare franchise that failed spectacularly. But rather than letting it define them, they used the experience as a crash course in entrepreneurship. From legal hurdles to emotional strain, they gained wisdom most founders only learn the hard way.
Powerful Partnership
Their story showcases how complementary skill sets—Bob’s writing and strategy paired with DeAnna’s operations and vision—can drive a business forward. They also model what a healthy, respectful business partnership looks like, offering a refreshing contrast to more traditional corporate dynamics.
People-First Culture
It’s not work-life balance, it’s life-work balance. The Spoerls are building more than just a business—they’re creating an environment where employees can thrive. They prioritize mental health, personal growth, and humor in a demanding industry, setting a compelling example for other agency leaders.
Embracing Evolution
You become the bottleneck if you don’t allow the thing to grow. Letting go of perfectionism and control was a game-changer for Bob. This mindset shift enabled their agency to scale, empower employees, and pursue larger opportunities with confidence and clarity.
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