Terri & Sandy's Sandy Greenberg attracts new business by spreading acceptance and standing for her values
In 2022, Terri & Sandy Co-founder and Co-CEO Sandy Greenberg led an advocacy campaign so influential, it spurred the creation of a nonprofit organization. Greenberg, who is a member of the LGBTQIA+ community, has been encouraging Terri & Sandy’s support of Strands for Trans (S4T), a worldwide registry of trans-affirming hair, beauty and wellness businesses, which became an official 501(c)(3) last year.
Greenberg led the latest S4T campaign, called “Transphobe Takedowns,” in response to the record-high levels of anti-LGBTQIA+ legislation being considered and adopted in the U.S. The video series stars pop culture icon Billy Porter and poet-influencer Lynae Vanee lampooning Texas Sen. Ted Cruz and Texas Gov. Greg Abbott for their bad hair and equally ugly policies. The agency then geo-targeted the Texas Republican Convention with the videos.
“We’re a real minority-owned agency and we started Terri & Sandy to be an agency that spreads acceptance and compassion,” Greenberg said. “People come here because of that.”
And come they did. In 2022, Terri & Sandy won Princess Cruises, Sennheiser, John B. Sanfilippo & Son and a portfolio of brands from Nestlé. The agency also launched a campaign for Aspercreme starring drag queen Nicki Doll from RuPaul’s Drag Race, and wrote a book called “Santa’s Slay,” in which a transgender boy gets acceptance for Christmas.
What advice would you give your younger self?
Silence the doubters. They will bring you down. Keep your mind solely on what you want to accomplish and you can make it happen.
What’s the biggest risk you’ve ever taken?
Starting Terri & Sandy on Terri’s dining room table with no clients and no employees.
If you weren’t doing your current job, what would you be doing and why?
Anything on Michelle Obama’s team. As my daughter always says, “Michelle is my mom’s hero.”
What should the industry do to encourage more women and people of color into its ranks?
Change the systems that lead to inherent bias.
How do you expect emerging tech like Web3 and AI to impact your job in the future?
AI will push our industry forward but I do not fear it will take my job. Human connection will always rule.
