Ostrom Creative’s tongue-in-cheek tagline boasts that they are “quite possibly the best small ad agency in all of Excelsior, Minnesota.” This cheeky slogan gives us a pretty good picture of the shop’s personality: witty, humorous, confident, hardworking and humble.
Ostrom Creative, an advertising agency run by husband and wife Tom Ostrom and Cara Albrecht-Ostrom, has been cranking out top-quality work for years. But it’s only recently that the Ostroms decided to move into their current—and quirky—office space in downtown Excelsior; they held their grand opening last spring. The award-winning company offers everything from brand strategy and development to ad campaigns to digital marketing solutions.
“We called it Ostrom Creative because, truly, the word ‘creative’ encompasses everything we do,” says Cara. “Everything we do has the thread of creativity, so we have a very big wheelhouse.”
This expansive skill set is thanks to the pair’s shared love of advertising, and many hard years at work in the industry. In fact, it was their shared passion for creative work that brought them together. When Tom started out in the advertising world, he worked at an agency owned by—who else?—Cara’s parents. “I worked for her parents for 20 years and was a partner at their agency,” says Tom. “When you’re a creative director, and the boss says that his daughter is coming to work in your department, it’s not exactly what you want to hear,” he jokes. “But we had a great working relationship.”
After working together for years, Cara moved on to do creative work for another agency, and Tom began to do freelance work under the title Ostrom Creative.
“Somewhere in that time, we fell in love and got married,” says Cara with a laugh. It was a busy time for the couple, as Tom continued copywriting with Ostrom Creative and Cara worked long hours at the other agency, commuting from Deephaven to downtown Minneapolis every day.
“I was getting to do really awesome work, but I was working crazy hours and we had four kids, so the work/life balance was just nonexistent,” she says. “One day, I thought, if I’m going to work this hard, why don’t I do it for us?” The couple each brought two kids into the marriage and the family includes Emma, 15, Ella, 13, Ava, 12, and Grant, 10.
The pair set a date for Cara to leave her job, and together they threw everything into Ostrom Creative. They began working from their dining room table for a few months, and eventually acquired an office, which was short on size—just 150 square feet—but big on ambition and ideas.
“When we started to get busy, we had to hire an employee, so there were three of us in that tiny office,” says Cara. “We waited a long time for the space we’re in now. We knew we wanted to be in Excelsior; it’s got such great little-town charm.”
“It was close and it was cool,” adds Tom, who is a graduate of Minnetonka High School. Cara is a graduate of Wayzata High School.
Their upgraded space is a modern, comfortable office, divided into two sections. The first is a meeting area, complete with a sleek black conference table, whiteboards, stylish armchairs and (in a whimsical nod for an agency that creates so much work digitally) an antique typewriter and a 1921 Chandler & Price letterpress.
The second half of the office is a creative workspace where the magic happens. The two spaces are separated by a large barn door, designed by the Ostroms, which can be open or closed depending on the order of the day.
“We recognized that, as an agency, you have to separate the party in the back from the business in the front, so we envisioned this barn door,” says Tom. “We wanted to be able to separate conference room stuff so the work could continue for those who aren’t involved. But we also wanted it to feel really collaborative, and for clients to be able to see what happens in the back of house.”
The pair say they didn’t start out with a specific office design in mind, but it’s come together in a way that fits them. They’ve added extra personality with lots of letter Os from repurposed and discovered signage, a display that spans the main wall of the office.
“We wanted it to feel kind of like Excelsior, a little bit old and a little bit new,” says Tom.
The resident office dogs, Ollie, an English setter, and Jake, a yellow Lab, add an extra bit of warmth to the space. “They’re well-behaved, for the most part,” says Cara. “And they like to go to meetings.”
Sitting in their current space, it’s clear that the dream Tom had when he started Ostrom Creative at his dining room table is coming to fruition. The team has expanded to four, including art director Lucia Weilen, who adds her digital and design skills to the mix, and Lori Ostrom Crabtree, Tom’s sister, who functions as the office PR maven.
“We all bring something to the table,” says Lori, who works remotely from Jackson Hole, Wyoming. “It’s really fun and exciting to be part of the team and part of the family. I’m from Minnetonka, so I love coming back for meetings and grand openings. You just can’t leave Minnesota. It always pulls you back.”
As the business has evolved into a full-fledged operation over the past years, each member of the team touches their projects in many ways.
“Because we’re so tiny, everything is a collaboration,” says Cara. “We all address our clients’ needs.” Clients have included Target, Best Buy, LensCrafters, Spell Estate Winery, PF Chang’s and Minnetonka Youth Hockey.
“We function more organically than big agencies. The biggest value we can bring to our clients is great ideas,” says Tom. “That’s how we’re different.”
Looking toward the future, the Ostroms want to maintain this organic, idea-focused vision they’ve established thus far with Ostrom Creative. They continue to take on work with vigor and zeal, whether it’s for an international business client or a local hockey team.
“This is our community; it’s where we live and what we’re passionate about,” says Tom.
(Ostrom Creative’s office features a truly analog 1921 Chandler & Price letterpress and an antique typewriter.)
Meet the minds behind Ostrom Creative.
- Tom Ostrom -
Partner and creative director
Specialties on the job:
When you need six really good words, I’m your guy.
Favorite things about Excelsior:
I like that Excelsior is what it has always been. It keeps evolving a little here and there, but it has a certain immunity to wholesale change. It has managed to keep its soul.
Unique talent:
I know people who might dispute this, but I haven’t lost a whiffleball game since 1978. I’ve had an amazing run.
The best thing about Ostrom Creative is...
That we get to decide how our agency looks, sounds and behaves—and misbehaves.
- Cara Albrecht-Ostrom -
Partner and creative director
Specialties on the job:
Wearing all 127 hats it takes to run a small business. That said, I’m a classically trained art director/designer, and I prefer that hat the most.
Favorite thing about Excelsior:
The vibe. There really is a “come-as-you-are” feeling in Excelsior. Hard work is disguised as vacation.
Unique talent:
I can double-dutch. I grew up on the mean streets of Kenwood in the ’80s, where it was all the rage.
The best thing about Ostrom Creative is...
I get to work with my best friend (sounds cheesy, but it’s true!) And, of course, seeing our name painted on the window.
- Lori Ostrom Crabtree -
PR Maven
Specialties on the job:
Strategic communications programs, media relations and event planning.
Favorite thing about Excelsior:
The small-town feeling and views of Lake Minnetonka.
Unique talent:
I’m able to live in the mountains but still hold a job in Excelsior. Oh—and I’m an excellent softball pitcher.
The best thing about Ostrom Creative is...
Constant laughter and working with family.
