Executive Vice President: Social Impact
Doing business the old way is over and the same rules apply for the brand purpose and communications world. In my new role heading up the Social Impact practice I am building the agency of the future - and specifically a new way to bring breakthrough results to the heart of brand, marketing and communications.
The new approach at the heart of our business starts with a simple question - Why Should I Care? The I is the customer. In a world flooded with information and marginal differences in quality and prices, how we position our solutions with potential customers are crucial to the future of business. That is what I drive - connecting to customers in a ways that drives business results and the brand value proposition.
I lead the development and execution of communications and marketing campaigns for some of our leading clients - from Samsung to Theo Chocolate. From the strategy to tactics - my team is at the leading edge of bringing business values through communications and unlocking the brand value proposition to change customer preference and behavior.
My responsibility as the head of the practice is to our clients, thought leadership and to the teams we build. I manage the teams that drive our work and find ways to bring their passions to the work we do. My principle is simple - have fun and change the world. We have the opportunity to do amazing work but somehow we forget to live and laugh while we are doing this. I am inspired to create a world of change for our teams and for those we help.
Example: Lead the team in rebranding and positioning of Allison + Partners as a fast growing award winning agency with a twist. Challenge was finding the right balance between the core differentiating legacy of a successful business and gearing the agency to compete with the largest agency as the up-and-coming challenger brand.