Jody Friedericks, Global ECD at 160/90, on Being Radical and Transparent

She even hyped the first all-civilian space mission

Jody’s 30-year career includes running creative in-house at brands and leading integrated agency teams. She has overseen multichannel initiatives for TikTok’s first global campaign, civilian space mission Inspiration4 and the next wave of wearable technology with Ocean Medallion for Princess Cruises. She also co-founded the Jackson Hole Film Festival and launched Absolut’s first flavored vodka.

Jody now leads the global creative team at cultural marketing agency 160/90, part of sports and entertainment giant Endeavor.

We spent two minutes with Jody to learn more about her background, her creative inspirations and recent work she’s admired.

Jody, tell us …

Where you grew up, and where you live now.

I grew up on the North Shore of Chicago, which felt straight out of an 80s movie—probably because I lived in the same town as John Hughes. Though I have lived in L.A. for the last 20 years, I am still a Chicagoan at heart. Now, I’m just living in a place with way better weather.

How you first realized you were creative.

As a kid, I never liked toys or cartoons. I loved my crayons, pencils and markers! I found my competitive spirit early by entering the local grocery store’s coloring contests—and winning year after year!

A person you idolized creatively early on.

My mom is an incredible artist and her drawings and paintings hung on the walls of our home. Our basement was her art studio.

A moment from high school or college that changed your life.

In the middle of high school, my family moved to Scottsdale, Ariz. I hated every second of living there, but found solace in my new school’s art room, where my teacher took me under her wing and pushed my artistry to the next level. She saw something in me before I ever did and gave me confidence.

A visual artist or band/musician you admire.

The Beatles. Probably the first music I was exposed to and still the best band of all time. Their music is obviously timeless. But the way the four of them worked together continues to inspire how I lead teams. Their ability to be playful and childlike, to have the freedom of failure as part of their process, and the way they brought out the best in each other —all that is my North Star.

A book, movie, TV show or podcast you recently found inspiring.

The film Past Lives destroyed me in the best way. Visually stunning. Incredible direction and performances. Plus a story that has stayed with me.

One of your favorite creative projects you’ve ever worked on. 

I had the absolute honor of leading the creative for Inspiration4—the first all-civilian mission to space. The work included naming the mission, developing the brand identity, designing the mission patch and launching the initiative with a Super Bowl commercial. We developed the Netflix docuseries Countdown, which chronicled the voyage and featured Netflix’s first-ever live event. The campaign had a huge reach and won a ton of awards. Plus, it made history with the first black female space pilot, the youngest American in space, and the first person in space with a prosthetic. Most importantly, it was he largest single-year fundraising campaign in St. Jude history, bringing in over $250 million.  

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A recent project you’re proud of. 

160/90’s support for the Marriott Bonvoy x Visa Present: Rush After Dark experience was a phenomenal example of how we connect our clients with cultural creators resulting in breakthrough work. It’s an approach we call “Talent as Creative.” We plugged in our team directly with The Weeknd’s creative director La Mar Taylor (represented by WME, also part of Endeavor) to build an experience that stood out on a busy Super Bowl weekend in Las Vegas. The event, which hosted Marriott Bonvoy and Visa cardholders, featured LED visuals that took guests on a journey across the world. Plus, we had global street foods and performances by Chantel Jefferies and Grammy-winner Kaytranada. An unexpected and unscheduled appearance by H.E.R. (two days before she performed with Usher at the Halftime Show) showcased the power of plugging talent directly into the creative process.

Someone else’s work that inspired you years ago. 

The Bouygues Telecom ad from 2018 still has me tearing up every time. Only a few years earlier, Redbone’s “Come and Get Your Love” swelled in popular culture when it was featured in Guardians of the Galaxy. So, using it was a great way of tapping into the cultural zeitgeist and creating an “if you know, you know” moment. 

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Someone else’s work you admired lately. 

Watching the U2 Sphere show blew my mind. Concerts will never be the same.

Your main strength as a creative person.

Empathy

Your biggest weakness.

 I am my toughest critic.

A mentor who helped you navigate the industry.

My godfather Ed Wollock, who taught me the importance of networking and the power of my reputation.

How you’re paying it forward with the next generation of creatives.

My mission is to have the team that everyone else wants to hire—but mine simply won’t leave me. I do this by creating an environment define by radical communication and transparency. There are infinite opportunities to grow and learn, plus a space where creatives know leadership has their back. In addition, being a female leader at 160/90, I love being able to mentor young women. I always try to lead by example through being empathetic, kind, and a strong positive force.

What you’d be doing if you weren’t in advertising.

Dying to be a docent at an art museum! Which I will do when I retire, 100 percent.