Inspiring the Inspirational: Catherine Kelly’s Lessons from the Influential Women in Her Life
Undoubtedly, Catherine Kelly is an inspirational figure. Not only is she the president of Canada’s longest-running independent agency, Target Marketing & Communications (an impressive feat in its own right), but she’s worked her way up there as a woman in what’s often a far too male-led industry. She’s also a champion of good work, agency culture, and strong client relationships. But even more than that, she’s courageous – someone who isn’t afraid to speak honestly, be herself, and stand up for what’s right in the moments that it’s needed.
Of course, a person doesn’t just get to a place of being able to do this overnight. Sure, Catherine carries a core sense of care and determination, but she also believes that in many ways, the person she is today – both in and out of the workplace – is one that’s been sculpted by the actions of many influential women before her. From friends and family to celebrity figureheads, each has instilled invaluable lessons within her – virtues which she tries to embody every day, and, crucially, pay forward to those around her.
So, ahead of International Women’s Day, Catherine sat down with LBB’s Jordan Won Neufeldt to pay homage to these figures, reflect on all that they’ve offered her, and share a bit about how she tries to incorporate these values into her own life.
LBB> From the top, who are the most influential women in your life, and why?
Catherine> When I reflect on the women who’ve inspired me both personally and professionally, I see strength, resilience, and kindness – qualities we all need now more than ever:
The Original Catherine Kelly
No, not me. Catherine Kelly was also my mother’s name, and her story is one of resilience. She came into the world as a foster child, struggling to find her place and sense of belonging. But through all the adversity, she taught me priceless lessons, like always putting family first. So many people grow up without a solid family foundation, and she made sure I never took mine for granted. She also taught me a key lesson: ’Make your own way in the world – no one will do it for you’. Those words have stuck with me and continue to drive me every day.
The Voice of Reason, Arlene Dickinson
She may have been a dragon, but I think she’d fit right in on ‘The Voice’. She’s built an incredible career and has found her voice in in the process, especially as an older woman and with ‘#TeamCanada’. In a time when strong, informed thought leaders are needed more than ever, she’s not just breaking barriers, she’s showing others – especially women – that they can do it too. She’s never afraid to speak her truth, and that’s something I deeply admire.
My Irish Twin, Lorelei (Kelly) Maloney
If we were real twins, I’d be cast as Danny DeVito to her Arnold Schwarzenegger, because she’s one of the strongest people I know. She’s faced more physical challenges than anyone should have to endure: open-heart surgery, three types of cancer, chemo, and more surgeries than I care to count. But through it all, she’s shown me that strength isn’t always loud or full of bravado. She might seem soft on the surface, but like many women, there’s steel in her core. Watching her overcome her many battles has taught me what true strength looks like.
The One and Only Dolly Parton
She is the one and only, and is unapologetically herself, which is why I admire her so much. She’s fought against the odds to stay true to who she is, and stands as a beacon of love, positivity, and authenticity. As she said, “I’ve had to go against all sorts of people over the years just to be myself. I think everyone should be allowed to be who they are, and to love who they love.” Dolly is not just a country music legend – she’s a symbol of embracing your uniqueness and standing strong in your truth. She inspires me to be proud of who I am, no matter what.
My Nan, Anne Nolan
If you know anything about Newfoundlanders, you know that nans are the heart and soul of our families… But my nan was something truly special. She was the ultimate nurturer, raising 25 foster children (including my mom). And she didn’t just care for them – she loved them as her own. The love and selflessness she showed shaped who I am today, and I try (though I don’t always succeed) to live with that same open heart and generosity. The world needs more nans.
LBB> Building on this, how do you draw inspiration from these figures, and embody it in your day-to-day life?
Catherine> I draw inspiration from women who embody strength, resilience, and kindness, and I really do try to integrate these qualities into my everyday life.
I’ve learned the importance of independence and building my own path, while never taking family and meaningful connections for granted. I’m motivated to lead with authenticity and courage, always try to speak my truth, and encourage others to do the same. True strength, I’ve come to understand, often comes from within, and can expressed in many ways including through perseverance. Supporting women isn’t about making them stronger – we’re already incredibly strong. It’s about changing the narrative; showing that kindness, compassion, and resilience are just as essential to being strong and powerful as any other well-known traits.
LBB> With that in mind, how would you describe your own leadership style? How does it reflect the sum of these influences?
Catherine> My leadership style is that I care. It’s part of my Newfoundland DNA. It’s also shaped by being a female leader, a statistic that’s still low in our industry, but growing.
I care deeply about the work we do, which is reflected in our agency achievements, like being named Canada’s inaugural Small Agency of the Year. I care about our clients, treating them as true partners and spending an inordinate amount of shower time solving their challenges. Most importantly, I care about every person on the Target team, working to foster a culture where everyone feels valued and supported.
LBB> As a leader at a creative agency, what sort of example are you trying to set yourself? What do you hope people take away from you?
Catherine> As a business leader, I’m responsible for the financial stability and growth of Target, while continuing to build on our creative reputation.
Smart clients seek fresh perspectives, and we offer that by being based on the edge of Canada, where unconventional thinking thrives. Our unique creative approach is shaped not only by our location, but also by our team dynamic, which I’m deeply committed to cultivating. Currently, 68% of our staff is female, 66% of our management team is female, and 29% of our team comes from diverse backgrounds, including Korea, the Middle East, Serbia, India, and Mexico.
As a creative agency leader, my responsibility goes beyond financial and creative goals. I’m committed to shaping our agency’s culture, reshaping perceptions, and influencing pop culture through our work, while contributing to the change we need to see in the world. We have both the opportunity and the responsibility to foster a culture that prioritises diverse perspectives, with inclusion and innovation at the core of everything we do.
LBB> Finally, ahead of International Women's Day, is there anything you’d like to say?
Catherine> Find your voice. That means two things: staying true to who you are – not who the world expects you to be, and speaking up – while also supporting others, especially women, who do the same.
Many people excel in their roles with the right skills, connections, and vision. However, what often holds them back is courage, because the most courageous act today is thinking for yourself and finding your voice, even when it challenges the status quo. The ability to speak up – and support those women who do – is what sets you apart.
