Today we’d like to introduce you to Kat Shafer.
Hi Kat, so excited to have you with us today. What can you tell us about your story?
I grew up in Georgia, where my parents were amicably divorced — the kind where holidays were civil and everyone still showed up. My two older sisters and I split our time between Atlanta and a small rural town called Jasper, which meant I got the best of both worlds: a little bit of city polish and a lot of dirt-road common sense.
I came to South Carolina to attend Clemson, not knowing a single soul. Thankfully, I found my people — and my grit — on the Clemson Rowing team. (If you can survive 5 a.m. practices on Lake Hartwell, you can survive almost anything.) I started as a Physics major — briefly imagining myself in a lab coat — before realizing that my real curiosity was in people, not particles. A single advertising class with Professor Les Carlson changed everything. I was hooked.
My first job out of Clemson was with a small Greenville business called Commission Connection, where I was essentially a marketing department of one. I cold-called, designed brochures, answered phones — and probably broke the copier a few times. But I loved the hustle. Still, advertising kept tugging at me, and eventually, I found my way to Erwin Penland.
I spent nine years on the Verizon account — learning fast, traveling often, and ate more bad hotel eggs than I’d like to admit. That work eventually took me to New York City, where I assumed I’d stay for a year. Sixteen years later, I finally made my way home to Greenville to become President of EP+Co (the evolved Erwin Penland).
Those years up north shaped me in ways I couldn’t have imagined — I learned who I was and who I wasn’t. I met incredible mentors and lifelong friends. I married my favorite human. I had two beautiful girls. And I grew from a curious account manager to the agency’s Chief Client Officer. Coming back to Greenville wasn’t just a career move — it felt like a full-circle moment.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Ha — this question instantly makes me think of a Modern Family episode I watched with my family last night. Hailey has to write a college essay about an obstacle she’s overcome, but she can’t think of a single one because she’s had such a fortunate life. So Claire, in true sitcom-mom fashion, drops her in the woods and makes her find her way home.
I can relate to Hailey. I’ve been incredibly lucky — raised by loving parents, given every opportunity, and surrounded by support. So while my road hasn’t been particularly rough, it’s definitely had its bumps (as most worthwhile roads do).
Some of my challenges have been more relatable than dramatic. I grew up with two wildly successful older sisters, which made it easy to feel like I was living in someone else’s highlight reel. My dad once said he didn’t really “know me” until they both went off to college — which, to be fair, is probably when I finally stopped trying to compete for airtime.
College brought its own mix of highs and humbling moments. Competing on a D1 rowing team at a national level is an amazing experience — but it’s also a crash course in self-doubt, grit, and resilience. And when I graduated, I was desperate to get into advertising. I had no experience, no connections, and no idea how to break in. My strategy was basically persistence and proximity — I re-applied every few months and even showed up at the bars where agency folks hung out (networking, right?). It took three years before someone finally took a chance on me.
Since then, I’ve been lucky to have a career I love — but it hasn’t been without hard days. There have been failed pitches, lost clients, and those stretches where you question your own instincts. The beauty of being part of an agency like ours, though, is that even when things get tough, you never feel alone.
My hardest chapter came when my mom was diagnosed with lung cancer that had metastasized to her brain. The next two years were a blur of caregiving, work, and grief — but also of grace. She fought with so much dignity and humor, even when things were unbearably hard. No matter how old you are when you lose a parent, it feels like someone’s quietly taken a piece of you with them.
Appreciate you sharing that. What should we know about EP+Co?
Here goes my attempt at the “elevator pitch,” plus the part where I pause and get to brag a little — modestly, of course.
Founded in 1986 in downtown Greenville by Joe Erwin and Gretchen Erwin (with Allen Bosworth joining them two years later), EP+Co started as a regional ad agency. The name may have evolved, but the ambition never did.
Today, we’re a nationally recognized, full-service creative agency — though “full-service” almost undersells us. What we really do is help brands we believe in build something stronger: belief.
We don’t just create ads. We build belief by tapping into culture, igniting brand purpose, and layering in craft, production, insights, and yes — a healthy dose of hustle.
What we do & what we’re known for:
• We work across the entire spectrum: brand strategy, creative concepting, content and film/production, media planning and buying, digital and experiential — you name it.
• We serve a portfolio of major brands: clients like John Deere, Michelin North America, Fruity Pebbles, Honey Bunches of Oats, The UPS Store, Planet Oat, Synchrony, Bojangles, Richs Products and others.
• We’ve built deep in-house capabilities that many agencies outsource — but we believe keeping it under one roof helps us move faster, maintain quality, and stay nimble.
What sets us apart:
• The “production house inside the agency” concept: We’ve got a massive in-house production facility (we call Crate8) where we can build sets, shoot content, deliver prototypes — all right there. That gives us a level of control and agility that many agencies don’t have.
• We merge concept + craft + culture. So it’s not just a brilliant idea; it’s one that’s built, produced, launched, and connects with real people in real time. We call that our “Belief Engine.”
• We embrace tech and innovation without losing our human touch. For example, AI isn’t a substitute for creativity — it’s a tool we lean into when it makes sense to unlock sharper ideas, faster.
What we’re most proud of:
• The team and culture. I’m proud that we’ve kept the “maker culture” alive — the kind of place where hustle, authenticity, and craft matter.
• The impact: Whether it’s revitalizing a legacy brand or launching something new into culture, it’s satisfying to show up and help our clients not just speak louder, but speak more meaningfully.
What I want your readers to know about our offerings/services:
If you’re looking for an agency that’ll simply make ads, you’ll find plenty. If you’re looking for a partner who’ll treat your brand like its own business — obsess over the gap between your brand and your audience, set up internal capabilities to stay nimble, embrace change, and help you build belief over time — then we’re your team.
We believe in looking beyond the immediate campaign: to the brand’s role in culture, the way people think and feel, and how trust is earned (not just bought). So if your brand is ready to jump in, dial up, show up, and build something that lasts, we’re ready too.
Is there anyone you’d like to thank or give credit to?
Without question — I could write a novel here, because I’ve been incredibly fortunate. I’m going to keep my list short only because I want to be brief, not because the gratitude ends.
First and foremost: my family. My mom, dad, step-mom, and my two older sisters. They gave me my roots, my sense of possibility, and — when necessary — my occasional reality check (thanks for that).
Then there’s my husband, Andrew Shafer. Not just because he’s my husband and probably my biggest fan, but because he’s an incredible marketer and leader himself. He’s been in the agency trenches, so he gets it — the pressures, the wins, the curveballs. He’s often my best sounding board, offering perspective that’s both wise and wonderfully unfiltered.
And now for the client-mentors — the part where I try not to play favorites, but still give credit where it’s due. Four women in particular have had an outsized impact on me:
Monique Harrison – One of my first major clients. She taught me something important: that grit and strength serve you well, but they don’t replace softness and gratitude. She never accepted anything less than excellence from our team, but she consistently made time to appreciate the people behind the work. And she showed me that a woman can stand toe-to-toe (and win) in any arena.
Carrie Ask – A woman who dominated in a traditionally male world, and did it with elegance and clarity. She’s an incredible example of how to turn around a brand without losing its soul — strategic, calm, and relentlessly focused on progress.
Jackie Woodward – Jackie is, hands down, the best example I’ve seen of what it means to be a true partner. Her approach to collaboration, reflection, and even shared blame was unmatched. She believed in celebrating together, but also in owning the tough moments together. That kind of partnership left a lasting mark on how I show up for my clients — and my team.
Kate Herbert – Kate showed me the power of thoughtful intention. She made me see how authenticity isn’t just a nice-to-have for brands — it’s the whole foundation. She reminded me that who you are and how you show up in your brand are inseparable.
So yes — I am surrounded by an extended tribe of mentors, supporters and collaborators who’ve done more than just cheer me on. They’ve challenged me, held up mirrors, and forced me (sometimes gently, sometimes impatiently) to level up. If I’ve done anything worthwhile, it’s because of them and because I chose to show up.
Contact Info:
- Website: https://epandco.com
- LinkedIn: https://www.linkedin.com/company/ep-co/posts/?feedView=all
- Other: https://www.linkedin.com/in/katshafer/
