Anytime a local business expands, it’s a cause for celebration. Flint Group’s recent expansion to Kansas City is no different. As a leading marketing and communications agency, Flint Group has consistently demonstrated a commitment to innovation and growth, both in its creative approach and in its geographic footprint. This latest move into Kansas City’s vibrant Crossroads Arts District marks a significant step in the company’s journey, opening new opportunities for collaboration and client engagement in a dynamic market.
We sat down with Jodi Duncan, President of Flint Group, to discuss what this expansion means for the company, the unique opportunities Kansas City presents, and how Flint Group plans to bring its distinctive brand of creativity and strategic thinking to a new region.
Q&A with Jodi Duncan, President, Flint Group
Q: Beyond the initial hiring plans, what specific growth strategies do you have in place for the Kansas City office? Are there particular sectors or types of clients you aim to target more aggressively?
A: Kansas City provides a more centralized location to make additional connections with businesses that would fit well as clients. We currently have clients throughout North America, so location isn’t a huge factor for us, but the new space in Kansas City broadens our footprint a bit.
We enjoy hosting clients for everything from annual planning meetings to dealer summits. Inperson meetings really help build understanding and strengthen relationships, which is a big part of what makes Flint Group different than other agencies. We dig into whatever industries our clients are in, taking extra time to study and learn about who they are targeting and why. Then we like to create opportunities to get face-to-face with stakeholders to understand the nuances of their organization and situation. The new space provides a more centralized location for these gatherings, allowing us to better accommodate client needs while maintaining the aspects that make us unique.
In terms of industries served, we really cover a wide gamut. Flint Group has the most depth in manufacturing, health care, and financial services. These are some of our longest relationships, many of which span decades—a rarity in our industry. We have experience in higher education, technology, energy, and local/ retail, as well. There are a number of businesses in Kansas City that fit our strengths, and we will be pursuing opportunities across all the industries we serve. We have already secured a contract with a prominent higher education institution in the region and are in talks with several manufacturers in the area.
Q: Given that AdFarm is also based in Kansas City, how do you see the two agencies collaborating or complementing each other?
A: The beauty of the AdFarm/Flint Group relationship is that we manage our businesses separately but can leverage each other when it makes sense. AdFarm is laser-focused on clients that are in the agricultural space, however, they may require a skill set or expertise that is deep on the Flint side, and vice versa. An example of this is channel marketing programs. Flint has depth and expertise in this area that AdFarm taps into when appropriate.
In addition to channel marketing, we share a number of talents and resources across the RR46 family of businesses including audio/visual, artificial intelligence, and digital development. This allows us to cultivate excellence in every aspect of the marketing process and apply it when necessary. We also share with Jodi Duncan, President, Flint Group tools and subscriptions that enhance both of our offerings. This flexibility and collaboration allow us to push forward with an “unapologetically client-driven” approach that sets us apart from other agencies.
Q: You mentioned that Kansas City aligns with Flint Group’s Midwest roots and values. Can you explain?
A: We’ve worked with multi-million-dollar international companies headquartered in the Deep South and mom-and-pops from just down the street. We frequently hear from clients of all shapes and sizes how refreshing it is to work with our agency. We attribute this to our Midwest roots and our desire to really dig in and solve problems. As an agency, we focus on helping clients reach their goals as effectively as possible—whether that’s a website redesign or a creative digital campaign. We consider ourselves “unapologetically client-driven,” in search of the ideal solution for each client’s unique needs. We just feel that’s the Midwest way of doing things.
KC fits seamlessly into this philosophy. Like the Red River Valley, there is a deep connection with the land through a healthy agricultural and industrial community. We see our values reflected in the straightforward, downto-earth people. They are proud of their educational institutions, their unique culture and their food. Sound familiar?
Q: What challenges do you anticipate as you establish Flint Group in the competitive Kansas City market?
A: The agency business is challenging no matter where you go. It’s very competitive, and KC is home to many successful agencies. That was an important consideration for us. We believe that we offer something different. We’re very business-minded and results-focused. We’re considered a large agency, but we act small. We spend time considering how we would want to be treated as a client and do our best to be that kind of partner.
Kansas City isn’t more challenging than any of our other locations. It’s all about the people we have in place. Where we are isn’t nearly as important as WHO we are.
Q: With plans to expand the team, what qualities or skills are you specifically looking for in potential hires? How do you plan to attract top talent in such a competitive market?
A: Our philosophy has always been “Hire good, smart people and growth will happen.” A good attitude and curiosity will always result in success at the agency. We can teach skills, and we invest a generous amount in employee education and training, but, at the end of the day, an innate drive to dig deep, solve problems, and work collaboratively makes for a successful team.
With the addition of our Kansas City location, we open new options for our employees. We employ a younger workforce that sometimes just wants to spread their wings and try a new city. We’ve embraced flexible work environments, but we recognize that some aspects of marketing just work better when we get together in person. The new location gives employees a chance to enjoy our famous Flint office culture in a new environment. We envision employees being able to seamlessly move between any of our primary locations—Fargo, ND; Duluth, MN; and Kansas City, MO—and still feel right at home.
Additionally, the new location allows us to cast a wider net to attract more diverse talent. Agency work appeals to individuals who are curious and open-minded. Flint Group has built a collaborative culture that encourages empowerment and taking initiative. We offer a relationship-based approach to marketing that is unique in the Kansas City agency arena. We feel this will help us attract the right talent in Kansas City to support our clients from across the country.
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