“PEOPLE, UNSETTLED BY THEIR VULNERABILITY, ETERNALLY FEAR TO TELL THE TRUTH, TO MEDIATE BETWEEN CHAOS AND ORDER, AND TO MANIFEST THEIR DESTINY.”
—Jordan Peterson
WE LIVE IN A WORLD THAT OFTEN LACKS MEANING.
Our culture is entering uncharted territory, and we’re vulnerable to the whims of the waves. New narratives are finally emerging—yet fracturing our story like never before. Technology is entering new frontiers—connecting us all (at last!)…in ways that feel less human. Pride in identity is evolving—while many quietly feel they’re losing their sense of self. The future is both ravishingly exciting, and unbearably frightening. We simultaneously have more and less than ever before. Humanity yearns for what’s inside, what’s deep, what’s true. Our world has substituted what’s outside, what’s shallow, what’s “your truth.” We’re in a battle against meaninglessness.
With change comes chaos, but we have the power to harness it into a new order.
Today’s brands face vulnerability with a heightened demand for transparency, sky high consumer expectations, cancel culture, and conflicting narratives. They must boldly navigate the waters to reach their destiny. They must be unafraid to take ownership of their purpose.
They must be RUTHLESS.
Being “RUTHLESS” is often misunderstood. In a battle against meaninglessness, chaos, fickleness, and volatility—a RUTHLESS pursuit is actually a worthy (and rare) one. Here’s what it actually means.
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How does your brand meaningfully change the world, and how hungry are you for it?
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What is your purpose, your heartbeat, and your reason for being, and will you stay dedicated to it?
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Will you revel in your true value, or try to be like the rest?
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What is your position in the world, and will you fearlessly own it?
OUR VISION
WHY (GLOBAL): A world with renewed meaning.
OUR MISSION
WHY (LOCAL): To infuse brands with meaning.
OUR VALUE
HOW: The RUTHLESS pursuit of truth.
OUR POSITION
WHAT: We inspire meaning.
OUR NICHE…for agencies:
the bridge between strategy & creative.
Many strategists start and stop with data. Often, big ideas have to be reverse engineered so they are client ready. And sometimes, great creative misses the spotlight when it’s not showcased in the right light.
That’s not the way we operate.
We inspire meaning…and that means from the beginning (forwards, not backwards!). We have a knack for linking client objectives, powerful insights, big ideas, and undeniable presentations together. And we can do it behind-the-scenes (“red labeling” our services) or be client facing to any degree needed. Regardless, we serve as a bridge between strategy and creative—making their integration seamless.
Our job is not to bore creative teams with data, pass off client-approved briefs and leave the scene, or let creatives fend for themselves. Our job is to inspire the most meaningful work possible. The kind that pushes clients into bold territory. And the kind that clients are more likely to approve, because it’s tied to strategic work that meets their objectives.
our niche…for brands.
THE BRIDGE TO MEANINGFUL BRANDING.
Many in the marketing and advertising industries have never built a brand from the ground up. We have. We know the dreams, sacrifices, and journey it takes to build meaningful brands. And we know the risk too.
We inspire meaning…and that means channeling your objectives to fruitful results. We have a knack for evaluating your current track and helping you navigate towards a more meaningful direction. We serve as a bridge to meaningful brands—making both internal and external messaging seamless…and purposeful.
Our job is not to assume we know it all. Our job is to listen, learn, and interpret your unique challenges and goals to inspire meaningful execution of your brand communications. The kind that leads you into bold moves that reinvigorates excitement for your brand’s potential. And the kind that consumers are eager to explore, because it’s tied to human truths that have been RUTHLESSLY pursued.
REAL MEANING CAN ONLY BE DERIVED FROM…
Founded in 2021
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Female Owned & Operated
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Founded in 2021 〰️ Female Owned & Operated 〰️
Ruthie Jenkins
Founder, President
After a positive client meeting early in her career, her favorite boss coined her nickname “Ruthless” and it stuck. Ruthie has had over 15 years of experience in Advertising, working as a strategist for many of the world’s most iconic brands. With a Master’s in Advertising from the University of Texas and a B.F.A. in Advertising Design from the Savannah College of Art and Design, Ruthie seamlessly weaves strategic expertise with a trained creative background.
Throughout her career, this unique blend has allowed her to translate consumer insights into compelling brand stories that goes beyond serving client objectives. Her niche is inspiring creative teams—working hand-in-hand during concepting, advocating for big ideas, and defending their value with clients. She has guided Fortune 500 brands in retail, beverage, sports, and more.
Her background includes years of experience in multicultural advertising, advising clients on how to effectively communicate through culture and emotion. It also includes being a founding member of TRIARC Systems, where she operated as the vision for the brand from startup and beyond.
Ruthie’s strategic impact earned her a Cannes Bronze Lion and a Grand Clio for MLB’s #PonleAcento campaign. Her work on PepsiCo’s Jefa Owned campaign even rang the Nasdaq Opening Bell and lit up Times Square.
Our Home: Austin, tx
The home of live music, comedy, dive bars, dog parks, the great outdoors, startups, innovation, and pride. Politically purple, infusing ideas from varying perspectives—and embracing them all. There’s enough inspiration here to last us a lifetime—and we indulge in it every day! We’re lucky to call Austin home.