Embracing Authenticity – Ruth Hartnoll, Co-Founder and CEO of Matchstick Creative

A self-proclaimed raging feminist, Ruth Hartnoll has had over a decade of experience in the creative marketing sector and has championed women and female-led businesses throughout her career. After founding Matchstick Creative, a certified B-corp, with her business partner Greg Macoy, she gained first-hand experience leading an agency and seeing the direct benefits of a diverse and purpose driven workforce. She spoke with us to share her experiences, insights into diversity and equity, and the importance of remaining authentic to your own values.

Ruth Hartnoll, Co-Founder and CEO of Matchstick Creative

Hi, Ruth! Thank you for speaking with us today. Tell us a little about your career path – how you got to where you are today?

I’ve worked in the marketing industry for 10 years, having studied creative writing at University and discovering a passion for copywriting. After graduation, I worked across various agencies in the North West, including an advertising agency in Manchester. This is where I was approached about starting my own agency, and in the following years I built up the business until eventually meeting my co-founder, Greg. Together we rebranded the agency and shifted the focus to purpose driven work, realising the importance of working with clients who shared similar values and were making a positive impact.

What or who inspired you to create your business, and begin championing other women in leadership? 

I had zero plan at the start. It really was starting from the ground up - no inherited clients, just a laptop. Our vision came 3 years ago when we rebranded our initial business to Matchstick Creative, working hard to become a certified B corp and establish an impact driven business model (this was driven by Greg so credit to him). I’d always known I’d be my own boss, and when it was made clear that it wasn’t possible to progress into a leadership position at the agencies I’d been working for, I decided to give myself the job I deserved and start my own business. Throughout my career, I have always wanted to work with and support female founders as they often have a natural focus on equity, so I organised women-focussed events and spoke and learnt from others.

What is gender representation and equity in your industry like?

I’ve always worked alongside women in agencies, but it was uncommon to see women in leadership or senior positions. At one agency I worked for, there was a female creative director – but once she left the business, the board of directors consisted of white men (which is common across the industry). This left me feeling like there was no progression available to me, hence why I left to start my own company. However, female leadership isn’t always perfect. There can be generational differences that impact leadership style and approaches. In fact, my biggest support is from Greg, who is the biggest feminist I know. I believe that equity and representation is more dependent on the culture that permeates the people within the business. It must be supported from the top – leaders need to create an open dialogue to encourage anyone at any level to advocate for diversity and equity.

Why is it important to celebrate and embrace differences in the workplace?

If everyone was the same it would be incredibly dull. Diversity is intrinsic to produce good work. The more equitable and diverse a business is, the more profitable it is. If you have more women on the board, you’ll make more money – it’s a scientific fact. A business’ bottom line depends on diversity. Not only do diverse workforces make more money, but they also produce better quality work – for example, ads created for women by women just makes sense. That’s why we began Firestarters, our purpose-driven networking event that enables change and solves problem by bringing together people from diverse backgrounds and varied lived experiences. Change can’t happen without hearing different opinions, which is why leaders need to listen to every member of their organisation to inform their decision making.

What is your advice for other women who may want to start their own business or become a leader?

I’ve always worked in small businesses with people 35 or less, because I wanted to ensure my voice was heard and there was an opportunity for me to lead and encourage change – it was a natural fit for me. My first piece of advice would be to figure out what your affinity is for. You don’t have to lead from the front or be visible if it doesn’t suit you, you can still make an impact.

If you do have an inclination to start your own business or be a leader, then I would definitely recommend having more of a plan than I did when I first started. However, remain reflexive – there’s no such thing as a solid five year plan anymore due to the volatile climate, so you need to be adaptive.

Finally, just go for it. Take an approach that feels comfortable and risk free for you. The recent narrative that risk and discomfort are necessary for growth isn’t true – be reasonable to your physical and mental health and be authentic to what feels right for you. Surround yourself with supportive peers whose values align with yours - this will spark inspiration and ideas. Get involved with your industry by attending networking events (like Firestarters!) and find your tribe.

Thank you so much, Ruth!

Ruth is part of the panel for an International Women’s Day brunch with Space Liverpool for marketeers, creatives and individuals alike to experience an afternoon of inspiring talks from some of the city’s incredible females. Find out more about the event here.

Matchstick Creative are hosting a series of Growth for Good Showcase events featuring expert local speakers who will lead the conversation around how you can deliver on great culture every day within your own budding business. Click here for more information.

Matchstick Creative is a purpose-driven creative agency based in Liverpool. We aim to create a more equal world through well-told stories and shared experiences, striving to improve life and well-being in our local area and beyond. When a purposeful business or organisation wants to transform its brand, elevate its content or provide a seamless experience for its customers, we're here to help. Let's do some good together.

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