A cowgirl on Madison Avenue
I always wanted to be a cowgirl. She’s bold, courageous, independent. She reins in her fears and ropes her dreams. What girl wouldn’t want that?
But I didn’t grow up on a ranch. I grew up near New York City and took that tenacious cowgirl spirit to Madison Avenue, where I rose to become a global creative director building some of the world’s most iconic brands.
I developed award-winning content across multiple media platforms: “Milk, It Does a Body Good” for the Milk Board, “It’s Magic” for Disney, “Choosy Moms Choose Jif” for P&G, “So Advanced. It’s Simple” for Canon, and the long-running anthem “We Fit America” for Fruit of the Loom.
I led teams on FIS, the largest global fintech company. Other clients included Fresh Cosmetics, Estée Lauder, Jil Sander perfume, Dannon, and SC Johnson. I was the Global Creative Director on Slim-Fast and wrote “It’s your Life. Feed it Right.” In just four years, my vision took it from a 200-million-dollar weight loss product to a billion-dollar lifestyle brand. It paved the way for the sale to Unilever.
I traveled the world filming, launching new products, speaking at conferences. I loved the industry; it sat at the intersection of art, commerce, and psychology. During my time in advertising, I was fascinated by human behavior and how to uncover the insights that would connect people emotionally to a brand.
My clients were demanding and trusting; Fortune 500 companies who understood consumer behavior, the power of media, and appreciated work that was compelling, enchanting, and sometimes risky. I had a storied, decades-long career. My work left an indelible mark on brand culture.
Then something left an indelible mark on me.
Trading stilettos for boots
I heard an interview on NPR about the American cowgirl and completely fell in love. I was so inspired by her bold, courageous spirit. A week later, I was on a plane to Texas. Two months later, I traded my stilettos for boots, left Madison Avenue for Montana, and began filming Cowgirls Are Forever, a documentary series about their lives.
The cowgirl is an archetype of freedom, strength, and perseverance. Wonder Woman carries the lasso of truth. While I couldn’t interview her, I sat with Temple Grandin, Sandra Day O’Connor, and so many others: cowgirl poets, renowned trick riders, barrel racers, singers, painters, photographers, writers, and ranchers.
I got to know women who saved wild horses, understood and conserved land, and lived by the cycles of the natural world. I slept under the stars without a tent and even drove cattle. It was transformative.
“Not only would I tell their story, I would also create a movement.”
Barbara Newman
More than a film
I wrote curriculum, along with a speaker series and workshop, using the principles of cowgirl spirit to inspire women and girls to live more courageously and authentically in the world. I brought Codes of the Cowgirl to high schools, museums, and Girl Scouts of America.
Other related projects included producing and directing The Cowgirl’s Call, a multimedia Western theater experience, and curating the cowgirl portion of The American West, a NAT GEO exhibit at Berkshire Museum in partnership with the Smithsonian Institute.
Getting back on the horse
When I lost a big round of funding, I got back on the horse and wrote The Dreamcatcher Codes, a young adult eco-fantasy that builds cultural bridges, unity, and hope, while illuminating two critical issues of our time: climate change and girls finding their voices and vital place in the world.
It was my love letter to Mother Earth and all her daughters.
Released in 2021, it has gained industry accolades including The International Impact Award in two categories, Environment and Multicultural Fiction; The National Independent Publisher Award for Young Adult Fiction/Fantasy; The Nautilus Award for Young Adult Fiction; Skipping Stones Award for Nature and Ecology; NatGen Green Earth Book Award, young adult fiction; The Best Book Award in the genre of Fantasy; and Independent Press Award for Visionary Fiction. A script is being developed for an adaptation for the screen.
Some things come full circle. In 2023, Barbie walked in the “real world” dressed as a cowgirl, and now Lainey Wilson is on the world stage making sure that young girls in her audience feel strong and unstoppable. Cowgirl power is in the zeitgeist. And the film, Cowgirls Are Forever, is back on my creative stove.
The moment Cowgirl Tea was born
Something else was unfolding. In 2022, I was introduced to Jaxon Huffman, founder of Creators Capital. I was drawn to his integrity, creativity, and what he stood for. Our passion for building businesses and supporting young people to thrive in business and in life aligned.
Jaxon asked me to join his team of Advisors and Mentors to provide knowledge transfer as a Brand Whisperer and communicator. I jumped at the opportunity.
Four years later, Jaxon came to me with the thought that one of his partners, Texas Tea, might be a good brand sponsor for the film. As we collaborated, I said, “Jaxon, you know how there’s cowboy coffee? Well, women need their own badass drink.”
That was the moment Cowgirl Tea was born.
Steeped in empowerment, it sparks the inner cowgirl in every woman and girl. How’s that for going back to my roots!
I couldn’t be more excited to be in partnership with Creators Capital and Texas Tea to bring this original, one-of-a-kind, ready-to-drink tea into the world. Together, Jaxon and I are curating a team of storied brand strategists, creators, marketers, and influencers to put Cowgirl Tea into the hands of women and girls from all walks of life, while creating a movement around finding your grit, confidence, and authenticity.
Coming full circle
In tandem, my next book, Codes of the Cowgirl, A Guidebook for Living Life Bold, is almost ready for press and will be another potent promotional platform for our purpose-driven brand.
I’ve come full circle, again, creating campaigns and building a business that has my passion for female empowerment at its core. The marketing opportunities are as wide as the Texas horizon. With Jaxon’s expertise in business development, mine in brand-visioning, along with deep knowledge and connections to the cowgirl world and women’s leadership organizations, nothing is out of range.
The little girl who wanted to be a cowgirl, and ended up on Madison Avenue, is absolutely roping her dreams.
We would love for you to come along for the ride.
Barbara NewmanFounder, Cowgirl Tea