Jim Stoeppler

Horsefeathers is a pretty evocative name for an agency — where did it come from, and does it say anything about how you approach the work?

The name originated in the brilliant mind of my business partner and CCO, Mike McCormick.
Feathers are the long hair growing over the lower leg and fetlocks of draft horses. Think Clydesdales.
So on one hand, it’s a nod to St. Louis advertising icons.
But more importantly, these gentle giants are known for being patient, even tempered, and willing to learn. They’re capable of pulling three to four times their own weight. And they’re famous for working together in teams.
We think that’s a pretty cool way to approach our work in an industry known more for its ego-driven peacocks.

Co-founding a five-person shop means you’re probably doing everything from writing decks to taking out the trash. What’s the task you genuinely don’t mind doing that would surprise people?

I love doing dishes! Whether that includes scrubbing pots and pans or loading and unloading the dishwasher, I’m here for it.

St. Louis has this interesting thing where creative people either plant deep roots or eventually bounce to Chicago or the coasts. What’s kept you here, and do you think the scene has actually changed or do people just say it has?

I planted deep roots at D’Arcy, Waylon Ad, and Rodgers Townsend before being transplanted client side at Enterprise Mobility which included seven years in STL and seven years in London. The reason I’m back is simple: It’s the People.

The STL creative scene has definitely changed. Some good. Some not so good. But, strong creative communities are always changing. The day stagnation sets in is the day we all migrate to the Mediterranean!

At a small agency, every hire is basically a co-author of the culture. What’s something you’ve learned — maybe the hard way — about what actually makes someone the right fit for a team this size?

Whether you subscribe to Peter Drucker’s, “Culture eats strategy for breakfast.” or Jim Collins’, “First Who, Then What.”, culture is certainly key to any team’s success.

We started Horsefeathers with a Core Four, and we’ve expanded our circle to include a database of freelance friends. The great thing about today’s gig economy is you can try before you buy. So we’ve learned to look for complementary skill sets with compatible ideals and attitudes.

What’s a project Horsefeathers has done that you think deserved way more attention than it got?

The work we’ve done for Lusso Design House is outstanding. From foundational brand strategy and guidelines to a strategic social framework, promotional partnership decks, photoshoots, influencer boxes, exclusive product content campaigns, and a new product launch video that went from concept to completion in two weeks. They’ve been a brilliant client, and it’s only a matter of time before we make each other famous!