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# Lolo Butts of Bound Agency on Why Good Marketing Is Simply Good People Telling Good Stories
- URL: https://www.foundedbywomen.org/women-who-lead/lolo-butts-of-bound-agency-on-why-good-marketing-is-simply-good-people-telling-good-stories/
- Published: 2026-10-30T02:38:49.000Z
- Updated: 2026-10-30T02:38:49.000Z
- Author: Editorial team
- Tags: Women Who Lead

Lauren “Lolo” Butts is the founder and CEO of [Bound Agency](https://boundagency.com/?ref=foundedbywomen.org), an eight-person, all-women agency whose clients range from Crocs and Huckleberry Roasters to BC4U, a free reproductive health clinic for young Coloradans.

For one retail client, Bound’s email strategy grew newsletter profits by 1,960% in two years, and for the past decade Lolo has run social strategy for BC4U, helping prototype one of the first telehealth models for teens. She also mentors early-career creatives through live client work, building the agency’s next generation of marketing leaders. Her work earned her the title of Q3 2026 FBW Awards Winner in the Marketing & Brand Leadership category.

In this Q&A, Lolo shares why she believes good marketing is human, what restraint taught her as an entrepreneur, and what is next for Bound Agency as AI changes the craft.

🏆

FBW Awards Q3 2026

Winner · Marketing & Brand Leadership

[See all winners →](https://www.foundedbywomen.org/all/q3-2026-fbw-awards-winners/)

> Know a woman leader doing incredible work? The Founded by Women Awards are open for entries - founders, executives, professionals and changemakers alike. Showcase your story, gain visibility and connect with a community of leaders. 👉 [foundedbywomen.org/awards](https://www.foundedbywomen.org/awards/)

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### Q: What stands behind the work you were recognized for, and what inspires you most about it?

A stubborn belief that good marketing is human. Beneath the algorithms and dashboards, it’s still creative people telling the stories worth hearing. The best agency is the guest you want seated next to you at a dinner party: they have the tea, they make you laugh, they can tell a great story, and, if that’s the kind of party you’re throwing, maybe they even make you shed a tear. What? I love crying in the club!

But for real, platforms and KPIs change constantly. What doesn’t change is that good marketing is simply good people telling good stories about other good people. Period.

### Q: What is one thing you learned along the way that you wish you’d known at the start?

That restraint is a strategy. Early on, I believed being a good entrepreneur meant doing more, on the theory that “if some is good, more must be better.” Unsurprisingly, back then I felt that way about makeup and champagne, too!

Now I know the most valuable work I do is protecting my clients as fiercely as I promote them. Saying no to the wrong partnership, the wrong creator, or a trend that was never theirs builds trust! And, when the time comes for a brand to let their hair down and have one too many glasses of bubbly, I will be the first to say go for it. Everything in moderation, including moderation.

### Q: What’s next for you at Bound Agency?

Back to the basics, baby! AI has everyone in a tizzy, and for good reason. But there’s also some good news in it for vets like me with years of real-world experience in the bank. AI can generate content, but it can’t replicate judgment, relationships, or instinct.

I’m excited to mentor the next generation of marketers, sharing what we’ve learned the hard way and how we see AI fitting into the craft. I love that AI has us questioning the work, picking up real tools to make things with our hands, and embracing being a little less polished.

We’ve also built our own app to streamline creator partnerships and operations, which frees our team to be more thoughtful and rigorous where it matters most: thoughtful briefs, smarter KPIs, and of course better stories!

> Are you a woman leader with an inspiring story? Founded by Women elevates the voices of women making an impact.

> Breaking barriers or paving the way for others? We'd love to feature you. Get in touch! 👉 [hi@foundedbywomen.org](mailto:hi@foundedbywomen.org)