C14torce CEO Nicole Taylor (main photo) and industry veteran Claire Salvetti have offered a lesson in leadership amid the coronavirus pandemic, suggesting the only way through is to talk and connect with those around you to help get through these trying times.
Speaking to Jules Lund on the Marketers in Pyjamas series, Taylor and Salvetti spoke about how we can help one another through the crisis, and what benefits we can reap.
Salvetti said: “The number one thing is to recognise and talk about how you’re feeling, especially as a leader because you’ve got to lead by example.
“The truth of the matter is that people are really uncomfortable at the moment because it’s an unprecedented situation and they’ve never been through it before. But it would be a big mistake to try and find comfort within this environment.
“What you have to do is get comfortable with being uncomfortable. It’s horrible not knowing what’s going on, but the way you do that is by noticing and being aware of your thoughts and feelings and then trying to manage them.
“Just by knowing what is holding you back helps, and I bet your bottom dollar that anybody in a leadership position is trying to wrestle away the feelings of fear and uncertainty. Nobody can predict the future, especially right now, so you have to get comfortable with knowing that. Talk about how you’re feeling, and then once you’ve worked that out, you can use it to move forwards.
On the silver lining of the pandemic, Taylor said: “Connection without the physical kind of closeness exists. I’ve been amazed at how emotionally we’re connecting as a team, probably more so than we did in the same office. It’s really quite a strange silver lining that’s happening. The sharing, the more personal stories, the kind of cheers, and four o’clock on Friday afternoon happenings. It feels more honest, it feels more authentic too, in a vulnerable moment.
“From a business perspective, we’re transforming so quickly into a more capable way, making it with speed and ideas that are good quality, really quickly. Clients are buying that because they’re looking to creativity to solve their problems. I think the speed in which we’re thinking, making and together with our clients has been a dramatic shift and we won’t go backwards on that. The clients are enjoying it, and we’re enjoying it.
“Some of the ideas I had in my head when I first arrived about how I want to reinvent and re-imagine this agency because that was part of the brief, it’s part of B2B, but it’s not part of B2B. So therefore, there’s a space for me to do something radical and different. This is another moment to reinforce that that’s available to me. There’s a good future and a different future.
“It’s in some ways from an agency perspective, it’s probably going to suit me better because it’s going to feel more fluid and less structured, which are some of the principles that I believe in and it surfaces creatively.
On using the current global situation to harness new, innovative and creative outcomes, Taylor said clients’ appetited for risk has either increased or decreased.
“I’ve got a group of clients that are optimists and want the brave thinking and ideas. The idea of being more confident around what we believe, having a point of view, actually having ideas that you want to defend because you just know how powerful and good they are.
“Unfortunately, we have all been in situations where we don’t have those ideas. We were being fairly pragmatic around it and making stuff that might not count. There’s no worse feeling than doing something that doesn’t matter, so let’s make it count every time.
“I’m not afraid to partner or collaborate with people outside. A lot of agencies want to hold it all within the walls and be brilliant at everything. I don’t believe that’s available to us anymore. If we want to be creatively brilliant, we should be collaborating and partnering to reach those heights. It’s just not realistic that we would have all that amazing talent in our building, capable of solving these problems, that in some ways now are universal, global problems. I want to see how we can really tackle that.
“By using clients you have in your agency as strategic counsel, together we’re solving not just category problems but collective problems and us who are facilitating that. I’ve got a vision of an agency that just thinks more like that in terms of, ‘Who do we bring to the table to genuinely solve the problem?’ as opposed to, ‘we’ve got all the answers’.”
WPP has revealed its revenues had returned to pre-COVID levels a year earlier than the world’s biggest advertising group had expected after a resurgence in global marketing expenditure fuelled by digital media. Releasing its half-year update overnight, London head office announced first-half revenues of £6.1 billion ($A11.4 billion), a year-on-year increase of 16 per cent […]
Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]
TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]
Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar. Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.
Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]
Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]
Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption? BW: […]
Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]
Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date. Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]
World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]
Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]