Digital 40 Over 40 2017: Tricia Clarke-Stone, Co-Founder and CEO, Narrative

Tricia Clarke Stone
Tricia Clarke-Stone
Co-Founder and CEO, Narrative

Everyone has their heroes. For Tricia Clarke-Stone, it’s MacGyver, the protagonist of the 1980s action show. Stone told The New York Times that she sends prospective candidates clips from that show to understand the kind of person she’s looking to hire. Stone may not be able to make a weapon out of a telescope and mothballs like MacGyver, but she’s shown herself to be similarly resourceful.

Back in 2003, Stone and her twin sister, Antoinette Clarke, noticed a lack of cool, stylish tops, so they launched a clothing line called TAC. A consummate foodie, she also started a blog, Sip Chat Chow, featuring interviews with friends like Rachel Roy.

More recently, Stone has turned her sights on advertising. Narrative, her 4-year-old shop, has a client list that includes Under Armour, J.C. Penney and Samsung, among others. Stone has specialized in claiming "firsts" for those brands. She launched Stephen Curry’s shoes with a VR experience on Google Cardboard, enlisted Pharrell to create exclusive tracks for an Under Armour digital mixtape and built a data-driven platform for Samsung that discovered new artists.

Before launching her own shop, Stone was director of integrated sales at Emmis Interactive. There she launched the agency’s first digital unit, where she helped brands like Puma, Fox, iTunes and EA Sports create multilayered cross-platform campaigns. In 2009, she joined Russell Simmons’ Global Grind as VP of business development and marketing, but quickly rose to president.

At her current post, Stone has launched a branded Kickstarter program for Showtime’s "Billions" that raised money for real companies. She also was part of the tech team behind a successful effort to use a drone to dunk an Oreo into a cup of milk from more than 300 feet in the air. 

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