How It Started vs. How It’s Going
The Edit: How Two Consultants Accidentally Built a Culture-Obsessed AgencyWhen you picture a social-first agency, you’re probably imagining sleek offices, endless brainstorms, and perfectly curated Instagram feeds.
Here’s the truth: it’s way scrappier… and way more human.
Before The Edit became the agency everyone whispers about, it was just two consultants noticing the same glaring gap: brands needed social teams that actually lived and breathed culture. Not just “content calendars.” Not just “trendy posts.” Real culture.
Katie and Lauren were helping each other “just to be helpful.” Shared Google Docs. Finishing each other’s sentences. Subtle telepathy in brainstorming sessions. And then, one day…
“If we can do this accidentally, imagine what we could do intentionally.”
Boom. The Edit was born. Not because they planned it, but because they’d been building it without realizing it.
First Clients, First ChaosThe first clients weren’t shiny logos. They were friends of friends, past collaborators, and anyone willing to take a bet on two scrappy founders.
Beis and The Bungalow were among the earliest believers, and every pitch deck was meticulously crafted. Every late night taught them focus, grit, and what it really means to hustle.
Chaos was basically a core value.
Katie got married one week… and immediately jumped into a pitch, wedding dress still on, heels off. Bridal glam meets startup grind.
Another day? Full agency operations run from a car’s center console. Approving content. Building decks. Taking calls. All while parallel parking.
Lesson learned: shared chaos = unshakable trust.
Expectation vs. Reality: It’s About People, Not Just IdeasBefore starting, they imagined late-night brainstorms, viral campaigns, and all the fun stuff. Reality check: creativity needs structure.
Calendars, budgets, internal processes, team dynamics… suddenly, these were just as important as the shiny ideas.
Leading an agency isn’t just cheerleading—it’s protecting culture, the work, and the humans who make it possible.
Overextending themselves taught them to focus, delegate, and trust others. Real leadership isn’t doing it all yourself. It’s making sure the right people can shine.
Trial by Fire = Values on FireEarly chaos forced structure. Tough decisions forced clarity. Out of it, the core values of The Edit emerged:
Curiosity. Creativity. Scrappiness. Cultural awareness. Determination. Kindness.
These aren’t just buzzwords—they guide hiring, client work, and daily operations. When someone embodies them, it’s celebrated. When they don’t, it’s addressed. Values aren’t optional—they’re lived.
In Three WordsKatie: Creative. Curious. Scrappy.
Lauren: Cultural. Determined. Kind.
It’s a perfect recipe: ideas that move fast, humans at the center, and grit to get things done without losing what makes the work meaningful.
Where The Edit Is Headed NextThink bigger: entertainment, lifestyle, wellness, CPG, hospitality. Studio expansions mean faster ideation, more creator-led content, and bigger stage activations—from panels to events to social-first innovation. AI workflows and smarter processes aren’t just tools—they’re playgrounds for experimentation, growth, and influence.
Lessons Learned Along the WayStop waiting to feel “ready.” Don’t take everything too seriously. Build, experiment, and enjoy the process. Celebrate the wins: Disney signings, Forbes write-ups, moments where late nights and leaps of faith collide into something real.
The Edit’s story isn’t conventional. It’s messy, brilliant, and unapologetically scrappy. And that’s exactly why it works: two people, lots of grit, and a relentless cultural pulse can create an agency that’s as influential as it is unforgettable.