As co-founder and Chief Executive Officer of The Participation Agency, Ruthie Schulder reinvented the agency model. Bucking the trend of conventional pay-for-play opportunities in music and art, she started The Participation Agency to develop radical experiential campaigns with brands as partners—not clients. Focused on the idea of placemaking, Ruthie pioneered For Those Who Tour —a series of sophisticated rest stops for creatives in developing markets. Serving musicians on tour For Those Who Tour routes culture and arts through emerging markets across the US, invigorating cities with world-renowned talent and giving brand partners organic exposure.
With an international portfolio of clients, Ruthie’s work has helped drive multimillion-dollar campaigns for Fortune 100s, tech startups, and cities seeking innovation through experiential. Ruthie was named Inc.’s Millennial CEO Rising Star and under her leadership, The Participation Agency has won a CLIO, an Ex Award and consecutive placements on Inc.’s Fastest-Growing Private Companies list. Ruthie is one of Adweek’s Disruptors – a list of 39 women spearheading the revolution in advertising, media, and tech. Ruthie and her co-founder are also behind “Let’s Work”, a monthly gathering for women to rethink networking and forge professional alliances, developed in partnership with the Soho House. Ruthie holds an MBA from NYU Business School.
- What is experiential marketing?
- Some of her fave campaigns.
- How do you create a live experience to tell the stories that aren’t being told?
- About her relationship with hr cofounder.
- How did you reinvent the agency model?
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