Julia White, Senior Art Director
We celebrate the achievements of women every day at JayRay, but International Women’s Day offers a special moment to pause, reflect and give credit where it’s long overdue.
Advertising hasn’t always been the most welcoming field for women. For decades, agency leadership looked a lot like a men’s club, even as women made up a large portion of the workforce behind the scenes.
That’s part of what makes JayRay’s story unique.
For more than five decades, our Tacoma-based agency has grown alongside the South Sound (and beyond) community it serves. And while JayRay began in 1970 with a man’s name on the door, women have defined the firm’s direction, culture and leadership — ultimately transforming it into the 100% women-owned creative agency it is today.
In honor of International Women’s Day, we’re taking a look back at some of the people and moments that shaped JayRay’s legacy.
View a full timeline of JayRay ownership here.
The 1970s: Foundations and Fierce Negotiators
JayRay’s story begins in 1970, when former Puget Sound Bank advertising and public relations director Glen Graves opened Glen Graves Advertising in Tacoma’s Stadium District. It was a classic agency origin story — scrappy, ambitious and deeply connected to the local business community.
Just a few years later, Judy Fillips joined the firm and quickly became a force to be reckoned with. As a media strategist, she built a reputation for being both incredibly savvy and fiercely loyal to her clients. Advertising sales reps knew Judy as someone who negotiated hard and never lost sight of what mattered most: delivering value for the organizations she represented.
Beyond client work, Judy also helped shape the agency’s future by mentoring interns for nearly a decade, quietly helping launch the next generation of communications professionals.
The 1980s–1990s: Big Names and Bigger Vision
By the late 1980s, the agency had grown enough to reflect the leadership team behind it. In 1987, the firm was renamed Jacobson Ray McLaughlin Fillips, a mouthful of a name that inspired a clever campaign encouraging clients to “Hire a big name in advertising.”
That same year, the agency welcomed back a familiar face: former intern Kathleen Deakins, who returned to help strengthen JayRay’s public relations capabilities. She became an owner in 1991.
JayRay has also been a launching pad for several influential leaders beyond the agency world. In 1994, Marilyn Strickland joined JayRay after working at Starbucks. She went on to serve as Mayor of Tacoma and today represents Washington’s 10th Congressional District in the U.S. House of Representatives.
By 1996, clients shortened the lengthy agency name to something simpler and more memorable — JayRay. The firm embraced the nickname and officially became JayRay Ads & PR, proving that sometimes the best branding decisions come straight from your audience.
The 2000s: New Talent, New Ideas
The 2000s brought fresh energy and new perspectives. In 2005, Shari Campbell joined the agency, bringing with her strong marketing expertise, research insight and a knack for understanding emerging trends. She helped deepen JayRay’s healthcare marketing work and championed the agency’s early steps into social media, long before it became standard practice.
Meanwhile, the next generation was already finding its way through the door. In 2008, Kacie Leacy joined JayRay as a college intern and quickly proved she had both creative instincts and strategic thinking.
That same year, Shari Campbell became an agency owner, joining a growing group of women in leadership.
The 2010s: Leadership Grows from Within
The following decade was defined by growth and a leadership pipeline built from within.
In 2011, Kathleen Deakins became agency president, guiding JayRay through a period of evolving client needs and expanding services.
Bethany Doane joined the agency in 2012 to support accounting and financial operations. Over time, her role expanded dramatically as she became a central force in managing the agency’s operations.
In 2013, Bridget Baeth joined JayRay, bringing expertise in destination marketing that would help grow the agency’s tourism portfolio across the Pacific Northwest and beyond.
A year later, another local leader helped shape the agency’s communications expertise. Libby Catalinich brought experience from REI to JayRay. She recently served as Director of Communications for Pierce County.
Kacie Leacy and Bridget Baeth became agency owners in 2016, and Bethany Doane a year later, continuing the tradition of growing leadership from within.
Where We Are Today
Today, JayRay proudly remains female-forward. Principals Bridget Baeth and Bethany Doane guide the agency with strategic vision and deep community roots, and women make up 70% of our team.
Our history reminds us that leadership doesn’t happen overnight. It grows through mentorship, collaboration and a willingness to invest in people.
At JayRay, that growth has been shaped by generations of women who stepped forward, built meaningful careers and helped define the agency along the way.
And if our past five decades are any indication, the story is still being written.
Work With JayRay
Looking for a creative partner who understands the power of thoughtful storytelling? Let’s talk.
Julia White is a senior art director at JayRay. Since joining the agency as a graphic designer in 2018, she has led branding, advertising, web design and more. She believes true innovation lies at the intersection of art and technology — no wonder she regards April Greiman as one of the most inspiring creative minds of all time.
Red Chair Reflection, from Principal Bridget Baeth
From interns to owners, JayRay’s story has always been about growing great ideas — and great leaders right here in Tacoma. Turns out the best leadership strategy is simple: invest in people and give them room to shine.