"Getting Better, and Better, and Better": Krystle Mullin Discusses Her Move to john st.
A big announcement came out of john st. earlier this month, as the agency officially revealed its new CCO, Krystle Mullin.
Joining from Edelman’s Toronto office, where she previously held the title of global executive creative director, this leap back into the world of creative advertising is certainly not her first foray, with previous stints at BBDO, FCB, and RPA. However, it does represent the start of something very new - a fresh path to travel, and a light at the end of a tunnel Krystle herself has never seen the other side of, but eagerly anticipates exploring in the months to come. Whether that’s learning the ins and outs of the WPP network - which john st. is a part of - embracing the agency’s ethos of creating unignorable work and melding it with her own, or coming to understand the style of her fellow creatives and pushing them to do the best work of their careers, there’s much to be explored, but she is ready. And, the proof is in the pudding, with john st. already having landed two new pieces of business since Krystle’s arrival in September.
So, to learn about all of this and more, LBB’s Josh Neufeldt sat down with Krystle for a chat.
LBB> Obviously, the big news is that you were just unveiled as CCO of john st.! Congratulations! What drove the decision to join?
Krystle> The opportunity to join an agency that has such an amazing legacy was really exciting. The chance to work with Ally Ballantyne (president) and the talented team at john st. to reimagine what we can be, and build a brand new legacy, was even more exciting.
It wasn't because I was unhappy at Edelman, however. It was because I was looking down the tunnel, saw this beam of light and thought, 'I'm super scared of the light - the light makes me nervous. But, if I don't do it now, when am I going to do it?'. It's the things that scare you the most that usually make you grow the most. So I thought, ‘OK let’s do this thing’.
LBB> And what are you aiming to accomplish there?
Krystle> At its heart, john st.’s goal has always been to make unignorable work for our clients. I hope to remind the Canadian market (maybe the world!) of the power john st. has to make unignorable creative and brand experiences. And while we’re always about being unignorable, we’re going to redefine and change what that means for today’s market.
I’ll add that if we can create an environment where people love coming to work, have fun at work, and are doing the best work of their careers, then we're set. Let's make advertising fun again, and of course, do some really great work while we're here.
LBB> You’ve been at john st. since September, but the news just broke recently. Why was this the right time to announce it? And how have the early days been?
Krystle> The early days have been busy, which is why we didn't get around to announcing it until recently. We've been pitching (and we’ve actually just won two pieces)!
LBB> Tell us a bit more about these new accounts! How did you help drive the pitches, and what does this early success symbolise, both for you and the agency?
Krystle> Pitching always brings a team closer together. You have to have big conversations about big ideas, that (at times) can be full of tension. Getting the chance to pitch so early on has allowed us all the chance to get to know one another, quickly. It was like being put into a little incubator for how we're going to act as an agency at large, or building the plane while we are flying it (whatever that saying is).
LBB> Previously, you mentioned john st.’s ethos of making the ‘unignorable’. How are you embodying this in the work you do, and how does it drive your creative approach?
Krystle> Getting to unignorable work requires trust, trust between us and our clients, and trust in one another. If our clients trust us, and if we trust one another to show up as our best, most creative selves every day, then we can all mitigate risks together (if there are any) and ride both the highs and lows in a way that serves our clients’ businesses.
Building on this, on a more personal level, when it comes to my version of unignorable, it really begins with allowing people to be who they are at their very core. I started doing good work after I came out as a gay woman and was vulnerable with coworkers. It’s like breaking down a wall and actually letting my real self out into the world.
LBB> Clearly, this belief goes a long way, as you’re also credited for being a talented multi-disciplinary creative. What does this look like, and how are you approaching working across mediums to bring the best out of the agency?
Krystle> Because I've had the great pleasure of working at so many different kinds of agencies - traditional, a data CRM, a large independent in the USA, and as global ECD at Edelman, the world's largest and most beloved PR firm - I'm always looking at work through various lenses.
However, the one lens that I'm constantly going to see things through is whether or not we’re making people feel something. Are we showing up in a way that matters in people's lives, and is it truthful? Can we actually tell the truth about something? Because, if you are telling the truth, you're going to connect with people.
LBB> Building on this, and given your past experience as part of other networks, how are you finding working within the WPP network?
Krystle> It’s truly the best of both worlds. We can function as a boutique creative agency while leaning into and on the network for robust capabilities. So, it's been fun getting to learn a little more about the WPP network and participate in it in a way that still feels true to us at john st., without ever losing who we are at our core.
LBB> Moving back to you, how would you define your leadership style, and what factors have played the biggest influence on this?
Krystle> I wonder if we should ask the people I work with this question! I believe part of my strength as a leader is that I just wear my heart on my sleeve. I'm very much myself in front of the agency. I don't hide myself from the world, because I did that for a really long time. So, at work, and for our team, I try to show up as truly myself. Simultaneously, my style also revolves around the work, and making the work that much better every single day.
So, to sum up, I expect a lot from people, and I also expect them to be themselves.
I’ve also learned a lot from the different leaders I've had the pleasure of working with. Whether it’s Jeff Hilts, Robin Heisey, John Flannery, Jason Sperling, Joe Baratelli, Andrew Simon, or Judy John, these people have been so influential for me.
LBB> Finally, with 2023 coming to a close, is there anything you’re excited for going into 2024?
Krystle> I hope 2024 is a year of focus and growth for us. We’ll continue to work with our great clients to push the work into unignorable places, and also continue (knock wood) on our winning streak. I’m excited to keep getting better, and better, and better.
