Today we’d like to introduce you to Tina Kozak.
Tina, we appreciate you taking the time to share your story with us today. Where does your story begin?
I’m Tina Kozak, CEO of Franco, an integrated communications agency headquartered in Detroit since 1964. I recently became the majority owner of the legacy agency, making me a 3rd generation Detroit business owner. My dad owned auto repair shops in and around Detroit in the 1980s and my dad’s dad owned a grocery store on Detroit’s east side in the 50s and 60s.
Detroit is an important part of my story.
I grew up in Harper Woods, a middle-class Detroit ring suburb. My family spent a lot of time in Detroit when I was a kid. My dad loved the city, and he taught us to support local businesses from as far back as I can remember. He role modeled a charitable spirit through acts of service.
I attended Wayne State University on an academic scholarship, and I was the first woman in my family to attend college. It was at Wayne State that I really fell in love with Detroit. I almost became a Spanish teacher but pivoted to public relations about halfway through college.
My first internship was at Bianchi Public Relations in 2000, and that’s where I met one of my current business partners, Tina Sullivan. We worked primarily with clients in the auto industry, and when that internship ended, I landed another one with an automotive supplier called Metaldyne (now part of American Axle). Before long, I transitioned to a full time communications role at Metaldyne and worked on everything from PR to advertising, traveling to global auto shows and producing employee events. It was a dream come true. I hadn’t flown on a plane until I was 18, and by the time I was 25, I had traveled all across North America, Europe and Asia. It was such an exciting start to my career.
After about six years, I moved to another auto supplier to gain aftermarket and investor relations experience. That move didn’t go as planned, so I started working my network right away to chart my next path.
I missed Detroit SO MUCH.
I had been traveling the world at global events but hadn’t been connected with my place of origin. I knew I wanted to be back in Detroit, and I wanted something smaller than a corporate gig. I never saw myself in an agency, but when I began to get to know Franco, it felt right. I could leverage my automotive background but also stretch into nonprofit and other industries. Plus, Franco’s commitment to the community really aligned with my own values. I really felt called to Franco.
I didn’t come in hot asking if I could buy the place, but I did come in ready to work hard and prove my commitment to the agency, our clients, our team and our community. Leadership opportunities came my way, and I realized that I enjoyed working on the business side as much as I enjoyed client work.
The most powerful thing we’ve done in my 18+ years at Franco is redefine our values. It wasn’t an easy or superficial process. It was deep, personal and vulnerable. It required self-discovery, self-awareness and self-reflection.
We landed on six values that authentically reflect who we are and how we work together with each other and with our client partners. Our values are Empathy, Forward Motion, Opportunity, Family+Team+Community, Courageous Truth and Persistence.
I would say the rest is history, but it took a lot of work and persistence.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
The road has not been smooth, but I’ve learned so much. In addition to the normal ups and downs of business, I’ve managed through a few unexpected challenges. In 2013, when I was preparing to transition into the president role at Franco, the long-planned gradual transition between our former president and me was cut abruptly short due to an unforeseen emergency that required my partner to leave the company without warning. This terrified me because we’d outlined a slow and methodical transition, and I was thrown into the deep end without warning. But I persisted, learned the role in real-time and found my confidence in the process.
Then, in 2019, things were going along smoothly. I had just hired my former colleague and industry dynamo Nikki Little to re-join Franco in a strategic growth role. I was so excited to work alongside her again. The future was bright. But then I lost my dad very unexpectedly and tragically. It was a dark time for me. I didn’t know if I’d ever be myself again, if I’d be able to work through such a tragic loss or to perform in leadership. But my team gave me so much grace. I called on that value of persistence to help guide me through that challenge.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Based in Detroit since 1964, Franco is a women-owned integrated communications agency offering PR, marketing, social media, advertising and creative services to clients in the auto/mobility, economic development, technology, healthcare, nonprofit, consumer and professional service sectors.
Our integrated approach to communications programs, strategies and content – enabled by technology and empathic listening – solves complex problems for our clients.
At Franco, we don’t just deliver communications and marketing tactics – we create unmatched value through a unique fusion of deep client care and forward-thinking innovation. Our highly relational, emotionally intelligent and self-motivated teams thrive on authentic relationships with our clients. Trust ties everything together – it’s the bedrock of our partnerships.
Clients choose us because we lead with empathy, act with purpose and never settle for average.
How do you think about luck?
I don’t really believe in luck. There’s no doubt that some degree of privilege and opportunity have played a role in my life and career. Although I didn’t start with much, there are many who don’t start with as much as I did. I’ve built and nurtured relationships, and my network has been an important part of my growth and success.
I’ve worked on some awesome campaigns, traveled the world, met celebrities, etc. Buying and growing Franco has been exciting, but the most rewarding work is continuing to learn about myself and growing as a person. I believe that how you measure success changes as you grow. Today, success is feeling a sense of purpose in the work I do and doing work that aligns with my personal values and vision. And that’s not by accident or a lucky break, that’s by design.
Contact Info:
- Website: https://www.franco.com
- Instagram: https://www.instagram.com/franco_detroit/
- Facebook: https://www.facebook.com/Franco-169433033089834
- LinkedIn: https://www.linkedin.com/company/franco-detroit
- Youtube: https://www.youtube.com/channel/UC_r2GKPfhk83SK4zx1iJIlA
