Beth Johnson Founder and CEO of RP3 Agency — A Capitol Communicator Profile
Editor’s Note: Capitol Communicators is a profile series spotlighting the people shaping the present
and future of advertising, digital, marketing and public relations in the Mid-Atlantic.
This profile features Beth Johnson, Founder & CEO, RP3 Agency, Bethesda, MD
Beth Johnson knows what’s it’s like to rise from the ashes, creating the RP3 Agency in 2009 from the remnants of an agency that closed abruptly. She made the bold choice to take on the business, rallied the laid-off staff and laid out her vision for a new creative agency. Being a woman leader in the male-dominated advertising field also required grit and determination.
RP3 is now a nationally known creative force, and its work was featured recently on Jimmy Kimmel Live – a campaign with the Appalachian Trail Conservancy to make the dictionary definition of “take a hike” a positive one, featuring SNL alum Kevin Nealon.
Johnson is active in many community organizations, including Junior Achievement, Leadership Greater Washington, the Greater Washington Board of Trade, and the Washington Area Women’s Foundation, for which she created a pro bono campaign, “Be That Woman,” to inspire giving. RP3 also created a campaign for the Girl Scouts’ highest honor, the Gold Award, called “Girls the World Needs.” She didn’t mention it in our interview, but I want to – because, for me, it captured the essence of why organizations that inspire future generations matter.
Beth, tell us about yourself.
I’m the CEO of RP3, an independent, female-founded marketing agency that helps brands rise above the tsunami of sameness with Wildly Original thinking that gets results. I’m also a wife, a mom, and someone who loves the outdoors and traveling to see the world. In recent years, that’s taken me to places like Istanbul, Mexico, Colombia, Alaska, Greece, and Italy — and my bucket list is still very long!
I also love this community we call home. Giving back and board service have been among the great privileges of my life. I’ve had the chance to serve alongside and learn from some truly incredible leaders in our region. It’s shaped how I show up both personally and professionally.
What are the things you are most proud of?
Professionally, I’m proud that RP3 has stayed independent, bold and committed to doing work that feels fresh and meaningful. I’m also proud that we’re one of the few agencies led by women, with a female Chief Creative Officer, because representation really does matter.
On a personal level, I’m most proud of raising my two daughters and watching them grow into strong, grounded, independent women. They’ll always be my greatest accomplishment.
In general, I love girl power – and yes, love the awesome men in my life too.
What are the most significant changes or trends you see coming in the communications industry in 2026? How are you dealing with it?
I don’t have a surprising answer here. AI is reshaping everything – how we work, how fast we move, and what clients expect. And at the same time, with big consolidations like the Omnicom/IPG merger, the large holding companies are getting even bigger and, in many ways, slower.
For independents like RP3, that’s actually an opportunity. Clients are looking for agency partners who can move fast, stay close to the work and bring real creativity, not just scale.
So yes, we’re embracing AI where it helps us, but we’re just as focused on the human side – sharp strategy, emotional intelligence, and Wildly Original ideas that stand out. Our agility is our advantage, and my job is to make sure we evolve without losing our soul.
What skills are necessary to be successful today?
Curiosity. Adaptability. Empathy. And being open to learning, always. You don’t need to be an expert in everything, but you do need to stay curious about AI, technology, culture and people. Understanding what matters to people is still at the heart of good work.
What tools should we be using to be successful?
AI, data, smart strategy – all of that matters. But honestly, the most important “tool” is still people working together, asking great questions, and pushing each other’s thinking. The tech helps us get there faster, but it doesn’t replace the creative spark. Notice I didn’t mention any software? People still matter in this business, and the best “tool” is the human brain collaborating with other human brains.
Who do you most admire and why?
The first person who comes to mind is my mom. I was raised by a single mother who had to fight through a lot to create a better life for herself and her three kids. She’s tough, resilient and resourceful – the kind of strong that can get through anything. She shaped so much of who I am.
And then, in a totally different category, don’t laugh – but Taylor Swift. She came to mind because we were doing a branding exercise at work where we had to pick a brand or person we admire and imagine what would happen if they “took over” RP3 for a day. I was in a musical mindset because my Spotify wrap just came out (my listening age is 27 btw). So – Taylor popped into my head immediately. I’m not the Swiftie in the family – my youngest daughter owns that title – but I’ve really come to admire her.
First, she’s an incredible storyteller and a brilliant creative. She’s also a kick-ass businesswoman who understands her audience better than almost anyone. She’s built a community, not just a following or fan base. And the Easter eggs – those fun little surprises she hides everywhere – I love that! It’s playful, engaging, and it rewards people for paying attention.
Honestly, as brand builders, we can learn a lot from her.
What professional advice do you have for others?
Be kind. And surround yourself with kind people who can challenge you in ways that make you better.
What keeps you up at night? And what brings you joy during the day?
What keeps me up at night is making sure my team feels supported, inspired, and grounded during so much change. I’m a middle child, so I have that built-in “Is everyone okay?” instinct – it never really turns off.
What brings me joy is when our work truly makes a difference. A recent example is the Take a Hike campaign we created for the Appalachian Trail Conservancy. The whole idea was to literally change the dictionary definition of “take a hike” – turning it into something positive and inviting.
It was a simple idea that took a small budget and turned into a huge impact. It even ended up on Jimmy Kimmel Live, which gave the campaign this huge lift – big reach, tons of engagement, a spike in traffic – all from a beautifully scrappy idea.
Those are the moments that make me smile. When a powerful idea punches way above its weight and moves a mission forward. I love it when I see something we did in the wild and get to say, “We did that!”
What’s the coolest thing you’ve ever done?
Probably summitting Mt. Kilimanjaro back in 2018 with my family. I slept in a tent for nine nights without a shower!!! It’s surprising because I love a warm bed and a hair dryer. It was cold, the altitude was no joke, but reaching the top with my husband and two daughters was unforgettable. And because we’re huge sports fans, we brought a Washington Capitals Stanley Cup rally towel all the way to the summit and tied it to the sign. It was such an incredible moment at 19,341 feet. I’ll never forget that feeling.
Is there anything else you’d like to add?
Even with all the change happening around us, I’m genuinely optimistic. What I’m seeing (and loving) is that originality matters more than ever. And with budgets shrinking while expectations keep rising, brands can’t afford “boring” work that blends in. Especially in a world where AI scrapes and remixes everyone else’s ideas into boatloads of content, standing out really counts.
Brands need original ideas – ideas with pass-along value and earned-media potential – to make smaller budgets feel bigger and to get noticed. When creativity, technology, and purpose come together, the potential is enormous. That’s the future we’re building toward at RP3, and I’m excited for what’s ahead.
Capitol Communicators profiles will allow you to meet some of the most interesting and insightful pros in our region, learn how they stay ahead of the curve and pick up practical wisdom during a time of constant change.
Capitol Communicator is a sister company of CommPRO.
