详细

您当前位置:首页 > 人物 > 详细

Smart Thinking,Beautiful Work——访Leagas Delaney全球CEOMargaret Johnson OBE

来源:中国广告   |   作者:李少纯   |   时间:2016-12-20

      Tim Delaney最佳拍档,Leagas Delaney掌舵人,入行三十载,她如何保持热情,奋力前行?访Leagas Delaney全球CEOMargaret Johnson OBE




      初秋,上海。

     安福路的早晨,清爽宁谧。街道两旁的梧桐树里隐隐流泻出法租界的浪漫和精致。不到1000米的路上,三五步便是各国风味的餐厅、商店、咖啡馆,再加上文艺青年必来朝圣的话剧艺术中心,这里绝对是上海最有文艺腔调的街道之一。

     理所当然地,Leagas Delaney的新办公室坐落于此,和过去高邮路上的三层小洋楼相似,一如既往地低调含蓄,匠心巧思。


      LD的灵魂人物Tim Delaney早已为我们所熟知。而一座独立创意公司的运作,远不止于靠文案和创意打动人心。客户的选择、策略的制定、品牌与消费者调研、生意与创意的平衡……更多琐碎的理性决策,可能没有那么有趣,也不那么“性感”,却是生活里必备的柴米油盐,朴素而关键。

      掌舵这一切的便是LD全球CEO Margaret Johnson OBE女士。1995年加入LD以来,Margaret见证着LD从伦敦走向欧洲,走向世界。Tim负责创意,她则主管策略,两大金刚共同为LD的发展保驾护航。

      很少接受媒体采访的Margaret,在外界看来有那么一丝神秘,更因其受封OBE爵位(小编注:OBE全称Order of the British Empire,大英帝国官佐勋章,获此荣誉的还包括金庸、曾荫权、J.K.罗琳、贝克汉姆等),而显得有些遥远。不过首次会面伊始,她的亲切和热情就迅速拉近了我们的距离。

△中国广告记者采访Margaret


      “每次来中国,都看到令人难以置信的变化”,Margaret称赞道。自2009年初次来沪,每每造访,城市建设、技术普及、人们生活等方方面面的发展都让她惊叹不已。“比如这几年微信的发展,现在大家已经习惯扫二维码付款,这在欧洲仍是不可想象的。”变化也体现在广告业,更多有影响力的品牌在中国出现,它们对广告的需求和自觉性也越来越高。而随着中国在很多方面走到世界的前面,越来越多的国际品牌也对中国市场充满兴趣。

      正是看到这片市场的潜力,LD于2009年开张了上海分公司。初衷是服务客户斯柯达,阴差阳错,第一个项目却是为Swedish Commercial Business Development的世博会参展服务。七年来,上海给LD带来崭新的机遇和挑战,面对全球独一无二的移动互联市场,团队需要紧跟潮流、迅速反应,并把严密的策略以高度本地化的手法呈现出来。

      上海是LD的第七家分店,作为一家以globalsoul(国际视野)著称的创意公司,LD的办公室已经遍布伦敦、汉堡、米兰、上海、东京、洛杉矶。这样的规模似乎与我们印象中的独立公司不大相符。不过Margaret告诉我们,LD并不想变成WPP那样的传媒帝国,开公司永远是追随客户的脚步,为客户的利益,选在对客户发展有重大战略意义的地方。“目前来说,该覆盖的地方都已经有了我们的踪迹。不过未来的事情谁知道呢?”言下之意,只要对客户有利,LD的扩张步伐不会止歇。

      当独立小店从伦敦开到世界,不可避免的是本地化与品牌一致性之间的平衡。对于LD来说,融入当地永远是第一位的,这也是为什么它总是启用本地员工和管理层进行运营。而在此之外,深厚、强大的公司文化也贯穿LD的每一个角落。“不论你去德国LD、美国LD、亦或上海LD,都能感受到同样的文化氛围”。这种氛围是什么呢?是勤奋工作,“周日不来周六来”的付出;是平等包容,对年轻创意人才的充分鼓励;是叛逆疯狂,程序之外的不按常理出牌;是好奇探索,是创造极致,是体验人生……







      Leagas Delaney 公益广告(一):British Red Cross 英国红十字会(BRC)——说起红十字会,应该是无人不知,无人不晓。但在英国,由于国内发生灾难的次数实在太少,公众越来越不了解这个机构整天在忙些什么,这组创意,一方面宣传其各项日常工作内容,另一方面吸引更多年轻人的关注,吸引他们参与到志愿队伍中来,也让更多人了解如何向BRC寻求帮助。

      36年,历史定义现在

      从爱丁堡大学毕业后,手持经济学本科和工商管理硕士学位的Margaret最初进入联合利华食品部工作。短暂的客户方供职经历很快让她意识到,成天打交道的广告公司才是自己的心之所属。在先后于玛氏、帝亚吉欧、宝洁等公司担任策划总监后,1995年的某天,命运将她引到Leagas Delaney,开启了与Tim长达二十余年的合作。

      “Tim是一个从不给自己找借口的人,工作上绝对的完美主义者,无论花费多少时间、精力,永远追求最终效果的极致。你绝不会听到他说‘还行,就这样吧’,他永远要付出百分之一百二十的努力,并且几十年如一日地满怀热情。”

物以类聚,人以群分。上面这段描述无疑也贴合Margaret本人。最初加入LD时,她是公司在伦敦的策略主管,后来随着扩张成为LD在整个欧洲的策略总监,2004年成为集团首席执行官,这期间有耀眼的成绩,也遇到过不为人知的困难。对Margaret来说,广告业的魅力正在于它的不墨守成规,不断创新、自我突破。LD也是如此,每天都有新的变化和挑战,让她始终相信“我们有能力做得更好”。

      和Margaret一样,LeagasDelaney的身上也透露出一种坚守和传承。成立于1980年的LD,相较很多新兴的以设计、IT为导向的创意热店,其36年的历史格外惹眼。历史也是公司最引以为豪的财富。“历史不仅仅是过去,它决定了现在,代表了我们是谁,也为今后的发展打下根基。很多人才和客户选择LD,就是看重公司一直以来对创意的执着和坚守,看重Tim为LD奠定的创意水准和风格。”

      创意和技艺之外,LD的另一项坚守便是对公益的付出。“商业上的成功不是全部,每个人都有责任去回馈社会,利用自己的专业和技能去做对社会有益的事情。”LD为联合国开发计划署、世界粮食计划组织、反人口贩卖组织等非盈利机构所做的广告,一样的精彩创意,一样的高水准执行,让我们看到这家独立创意热店兼具的人道主义精神。





LeagasDelaney 公益广告(二):Shelter——英国社会救助服务组织Shelter是一家非营利性的社会生活保障组织,为无家可归者或住房条件恶劣者寻找住房或为改善住房条件提供建议。

      “好”客户需要双方磨合

        一个成功的项目,不仅需要代理商做出好的创意,也需要客户的支持与配合,对于以创意为立身之本的独立热店更是如此。好的客户可以成就一个公司,就像Nike之于W+K, Under Armour之于Droga5,当然,还有Patek Philippe(百达翡丽)之于Leagas Delaney。

      LD似乎与不少客户的合作时间都很长,比如今年已经是LD作为百达翡丽代理公司的第二十年,而那句“你从未真正拥有百达翡丽,只是替下一代保管它”至今仍历久弥新,讲述着家族荣耀的传承。如此充满信任的关系从何而来?“我们一直努力为客户提供最好的创意,永远保持对客户业务的熟悉,总是确保为他们提供有效的策略提案”。更重要的是,LD发自内心喜欢自己的客户,享受和他们一起讨论创意和策略,把客户当成自己的朋友,相信客户也能感受到这一点。

因此,当众多广告人抱怨客户扼杀创意、“讨厌难缠”的时候,Margaret却认为,客户和代理商是一体的,不能撇开代理商去指责客户不好,好客户的背后一定有好的代理商。“代理商必须做好自己的工作,真的为客户利益考虑。”这样,客户才会信任、接受、执行代理商的提案。即便有时和客户持不同观点,沟通中遇到困难,但总体来说,LD与客户的关系是建设性的,惟其如此,才能产出好创意,不断碰撞出新的火花。

       当然,在最初会面客户的时候,一定要明确自己能否满足对方的要求,对自己的工作能力要有清晰的认识。其次是看双方的气质、文化、工作方式等能否合得来,是否互相尊重和欣赏。Tim有句话,“只为自己尊敬的品牌写文案”。气场不合的品牌,倒也无法强求。

      真正热爱,方能享受其中

      在行业待了这么久,也见到无数年轻人来去匆匆,到底这一行适合怎样的人,需要什么样的素质?

      “首先要真正热爱,有了发自内心的喜欢,才能持之以恒地付出。”LD总是给年轻人很多机会,让他们通过项目历练成长。而只有那些真正喜欢这个行业、乐于看到客户通过自己的努力获益的人,才能在看似枯燥繁重的工作中坚持下来,最终脱颖而出。Margaret更主张年轻员工多去了解客户,倾听他们的压力和诉求,了解什么能真正帮到客户,在与客户建立尊重信任关系的同时,也有助于工作上更好地聚焦。

      热爱也是Margaret平衡工作与生活的秘诀。真心喜欢,工作就会成为享受,而不是痛苦。保持乐观和积极的态度也很重要,有时遇到临时加班,或者工作上遇到困难,要及时调整自己,善于应对变化。“我很幸运,有一个支持我、为我的事业而骄傲的丈夫”提起家人,Margaret的语调里充溢着幸福与感激。家人的支持和同事的配合,都让这一切变得更加容易。

对于广告人来说,工作远远不止于办公室里的8小时,更多的功夫在办公室外,需要大量接触各种信息,充分汲取养分,了解流行文化。Margaret说,自己平时每月最少读两本书,各种类型都会看,但更偏爱小说。她也是个“新闻迷”,保持对时事新闻的关注。电影更是她的心头之好,由于工作繁忙,不少电影都是在飞机上看,每年奥斯卡的获奖影片也一定会找来,是了解通俗文化的重要窗口。

这本著名的The GirlOn The Train,是Margaret最近很喜欢的一本小说

      “保持好奇很重要。好奇心意味着把自己打开,开放地接受各种新的东西。我喜欢通俗文化,平时看很多书,走路的时候也会戴耳机听书。有时间我会去博物馆、美术馆走一走,欣赏美的东西。”多看多积累,是广告人必须的修行。看得越多,越发现自己懂得少,就更有动力不断汲取知识,每天都让自己保持一个学习的状态。

      这种无处不在的学习和积累,最高境界便是真正地热爱、享受生活。与Margaret交谈,不由自主就会为她的笑容和热情所吸引。它来自一种包容,一种对多元文化的认可与欣赏。出生于西班牙的她,童年的大部分在西班牙和墨西哥度过,大学时来到苏格兰,而得益于这份工作,Margaret又有机会去到世界上很多有趣的地方,见到许多有趣的人,她也的确享受其中。此外,她热爱美食,热衷于发现好的餐厅,带家人和朋友们一起品味……“好的广告人,首先是一个好的生活家”,Margaret无疑是这句话最好的佐证。


Q & A

      与Tim共事超过二十年,在您眼里,他是个怎样的人?

      Tim是一个很风趣的人,不说话的时候或许给人以严肃、难以接近之感,但一和他交流,很容易被他的幽默和敏锐所吸引。他虽然主攻创意和文案,但对品牌策略也很重视,一直以策略指导创意。与他共事是一种愉悦,我们互相尊重、信任、欣赏。他是工作上对我影响最大的人之一,从他身上学到很多东西。


      与其他独立创意公司相比,LD的区别和独特之处表现在哪里?

      我们有36年的历史,所以与大部分刚起步的独立创意公司相比,LD在各方面更成熟。比如我们已经有了一定的规模,有多年的运作经验,同时还有国际化的优势,大部分同行还仅仅服务本地客户,而我们拥有很多国际知名品牌客户,在产出精品创意、提供专业与个性化服务的同时,更能具备国际化的视野和资源,这也是很多客户所看重的。


     从LD在不同国家地区遇到的客户来看,他们的需要和要求有区别吗

      今天的世界已经高度全球化,所有客户关心、担心的都是同样的事情。比如数字时代彻底颠覆他们过去的商业模式;广告预算越来越小,可供投放的媒介渠道却越来越分散,等等。当然不同地区、不同文化背景下的客户,性格上往往大异其趣,比如意大利的客户就……很有个性(哈哈)。不过总体上他们都在关心同样的事情,无论我来中国,还是美国,看到的情况都是类似的。


      数字时代,广告公司面临的竞争异常激烈,面对不断变化的媒介和市场环境,LD未来将如何保持在行业的领先地位,并不断取得新的成功?

      我们需要精通数字领域的人才和领导者,真正了解各种数字工具,帮助客户应对数字变革。与此同时,未来更需要聚焦并做好自己擅长的领域,而不是试图假扮成全能选手。没人能擅长一切,力所不及的地方需要与志同道合的公司合作。对于LD来说,我们的优势在于创意和呈现。真正洞察人性、打动人心的传播中蕴含巨大的力量,也是我们的价值所在。



      LD如何培养刚进公司的新人?

      前辈、榜样的言传身教很重要。LD的每个员工都要参与到客户的工作中,负责人往往工作更卖力,更有热情,相信新人能从他们身上学到很多。LD也会给新人很多机会,让他们参与到各个项目,在实践中积累经验。同时要允许他们犯错,这一点很重要,没有人能永远做出正确的决策,只有一个相对宽松的工作环境,才能尽可能释放他们的创造力。


      听说您自己也是Tiffany Circle的联合主席之一,可以更多介绍您个人在公益方面的工作吗?

      Tiffany Circle是一个女性组织,它最初在美国建立,目前已有900多位来自世界各地、各行各业的非凡女性加入。Tiffany Circle也是一种新的公益筹资途径,每个入会女性支付5000英镑,直接用于她们自己为红十字会、红新月会选择的项目,帮助最有需要的人。

       就我自己来说,从小就被教导回馈社会的重要性,Tiffany Circle让我对世界最不发达地区的人们,每天正在经历什么,有了更切实的了解。同时这也是一个强调女性力量、支持帮助弱势女性的组织,我们看到在危机中,女人虽然比男人更柔弱,却表现得更加镇定和坚强,成为家庭、社区恢复重建的强大支柱。我们的一点点支持,就能给他们的生活带来很大改变,这是一份艰巨而有意义的事业。



      有什么感悟与广告业的年轻人分享?

       这仍然是最激动人心、最值得进入的领域之一。在这里,只要你真的努力,保持好奇,不断探索,很快就能取得巨大进步。人们常常问我,事业成功的秘诀是什么,我的答案总是“非常努力地工作”。只要真心喜爱,愿意付出,这个行业不会让你失望。

       后 记

       采访中,Margaret把2016年概括为“变化之年”(year of change),无论是英国脱欧,还是美国大选,都将给整个世界格局带来巨大改变。而发生在传播领域的技术变革,VR、AR的兴起,人工智能的革命,也将连同整个世界政治经济形势的变化,对广告业产生震动。变化是一刻不会止歇的,我们能做的便是因势而谋,顺势而动。而在追逐与改变的过程中,历史对我们意味着什么?

忙于生活和创造的每天,我们或许不会想到“历史”,但当下和未来,正是由历史决定。环境会变,主体的一部分也要随之而变,但总有一些不变的东西,从一开始就决定了“我”是谁。“认清自己,记住自己出发的地方,不忘初心”, Margaret最后如是说。


英文版:




Tim Delaney’s best partner, CEO of Leagas Delaney, over thirty years of experience in advertising, how to keep being passionate and moving forward?

Smart Thinking Beautiful Work
- Interview of Margaret Johnson OBE, Global CEO, Leagas Delaney

Early autumn, in Shanghai

The morning of Anfu Road at French concession, fresh and serene.On this shorter than 1km road, there are various cosines, cafes and shops, moreover, shanghai dramaart center is located here makes this street one of the most artistic streets in Shanghai.

And of course, Leagas Delaney's shanghai office is on the road, same as the previous one on Gaoyou Road,low profile and boutique.

The key personnel of Leagas Delaney, Tim Delaney has been well known by people. But besides creative part, the rest boring, but essential to the daily life parts are Margaret who’s in charge with. This is Leagas Delaney’s global CEO Mrs. Margaret Johnson OBE. Since Margaret joined Leagas Delaney in 1995, she has witnessed Leagas Delaney’s journey from London to Europe, and now all over the world. Tim responses for creativity, she is in charge of strategy, they two together will carry Leagas Delaney forward to a better future.

Margaret is rarely taken interviews and her title of OBE (OBE: Order of the British Empire, who also received the honor are Jin Yong, Donald Tsang, JK Rowling, David Beckham, and etc.), make her more mysterious to the outside world. But her kindness quickly narrowed the gaps down when we met the first time.

"Every time I come to China, I can see different things" Margaret praised. When Margaret first time to Shanghai in 2009, each visit after that, developments of urban construction, technology, people's lives and all other aspects amaze her. "For example, the developing of WeChat in recent years, makes peoplepay by bar code at most of time, which is still not happening in many places in Europe." Changes are also reflected on advertising industry, more and more influential local brands have the demands for advertisements and become self-generated in China. As the rapid development of China in the world, the interest of international brands for China market is increasing as well.

Leagas Delaney saw the potential of Chinese market, and opened its Shanghai office in 2009. The original intention was for the pitch of Skoda, but accidentally, the first project is the Swedish Commercial Business Development Expo. In the past seven years, Shanghai has brought new opportunities and challenges to Leagas Delaney. Facing the one of only cyber market here, the team needs to keep up with the trends and react quickly to present localized ideas with rigorous thinking.

Shanghai is the 7th branch of Leagas Delaney, as a creative agency known forits ‘global soul’, Leagas Delaney has offices in London, Hamburg, Milan, Shanghai, Tokyo and Los Angeles. The scale of Leagas Delaneydoesn’t seem to match our impression of a boutique agency, but Margaret tells us that Leagas Delaney does not want to become a media empire like WPP, who is always following the steps of clients, their interests, and selecting the places only have the most strategic meanings to their clients. "Currently, Leagas Delaney offices have covered where we need, but who knows the future" which means Leagas Delaney will not stop expandingas long as it’s benefitial to clients.

Theconflicts between localization and brand consistency is inevitable for a boutique agency from London to the world. For Leagas Delaney, the adaption of local culture always comes first, that is why Leagas Delaney is using local staffs and management team. In addition, strong corporate culture runs through every corner of Leagas Delaney no matter which offices, you can feel the same culture." It is hard working spirit, the payout of " if you don't come in on Sunday, you better came on Saturday", the equality and encourage to young creative talents, rebellious and insanity, curiosity to exploration, creating the ultimate, and experiencing lives... 

36 years, history defines now
After graduating from the University of Edinburgh, Margaret entered Unilever Foods with a MBA and a bachelor degree of commerce. Short-term of working in client side soonmade her realized thatagency that she was dealing all the time was where she wanted to go. After she worked as a strategy director in Mars, Diageo and Procter & Gamble, she was brought to Leagas Delaney at a day of 1995, where she started to work with Tim for more than 20 years.

"Tim never has a day of saying ‘that’s not very good, but it can go out the door’, he always put 120% of the efforts, and he has huge integrity and passion for this industry for decades”.

It applies to Margaret as well. She was the head of strategy for UK when she first joined Leagas Delaney, and then became the head of strategy in Europe. In 2004, she was appointed to global CEO, during this time, there were many outstanding achievements and difficulties as well. For Margaret, the charm of this industry is it constantly reinventing itself and fresh challenges everyday. Leagas Delaney is the case too, everyday has its new challenges, which makesMargaret believethat "we would dobetter."

Leagas Delaney was founded in 1980, comparing to many new design and IT-oriented creative agency, its 36-year history is very extraordinary. The history is Leagas Delaney most valued asset. ‘History does not only mean the past, it also defines now, tells who we are, and it is also the foundation of future.Lots of people and clients choose us not onlywe are a creative land, but Tim also set a very high standard and we’ve maintained that for 36 years.’

Apart fromcreativity and craft skills, Leagas Delaneyis continuing doing the pro bono work for charities as well. "Commercial success is not all, and everyone has the responsibilities to give back to the community,by using their own expertise and skills to do things that good for the society." The ideas that Leagas Delaney created for the United Nations Development Program, the World Food Program, anti-trafficking organizations and other NGOs, has the same high-level qualities, which let us see thehumanitarian spirit ofthis boutiquecreative agency.

"Good" clientrequires both sides
A successful campaign, not only requires good ideas from agencies, but also the supports and cooperation from clients, particularly for the independent creative agencies. A good client is like Nike for W + K, Under Armor for Droga5, and of course, Patek Philippe for Leagas Delaney.

Leagas Delaney seems to have a long relationship with clients, such as this year is the 20th year of Leagas Delaney to be the advertising agency for PatekPhilippe, And the phrase of "you never really own aPatek Philippe, you merely take care of it for the next generation’ is still being used till now. "We are always trying to provide the best ideas for our clients, and keeping us familiar with their business, which ensure them will have an effective strategic plan. More importantly, LeagsDelaney truly likes its clients, enjoys discussing ideas and strategies with them, and treats clients like friends that Margaret believes clients can feel it.

Therefore, when many are complaining about clients killthe ideas and creativity, Margaret believes that clients and agencies are one, you can not put aside yourself to blame clients, and to be a good client have to have a good agency behind. "A agency must truly consider and care for clients’ interests." Because this is the only way that client will trust, accept, and execute agency's proposals. Although sometimes we’ll have different angles or having communication difficulties, overall, the relationship between Leagas Delaney and clients is constructive, and this is the only way to create good ideas.

Of course, the first meeting with a client, you must be sure that whether you can meet each other's requirements, have a clear understanding of your ability. The second is to see whether both sides share a mature culture, work style, and etc. Tim has a saying, "only writingfor the brands we respect." 

Truly love to enjoy
Being in anindustry for so long, seeing many young people come and go, what kind of people are needed and qualified for this industry?

"First of all, one needs truly love to be persevere". Leagas Delaneyalways gives young people opportunities to help them grow project by project. And only those who really love the industry, happy to see clientbenefitsfrom their own efforts can survive through the boring work, and ultimately success. Margaret also encourages young staffs to learn more about clients, listen their concerns and desires, to understand what can really help clients, meanwhile establishing a trusting relationship is very helpful for your focus at work.

Love is also Margaret’s tips for balancing work and life. If you truly love, work will become enjoyment, not pain. Staying optimistic and positive attitude is very important, when you have overtime works or difficulties, need to adjust yourself to deal with changes. "I'm lucky to have a supportive husband and who is very proud of my career." Margaret's voice is filled with happiness and gratitude when speaking of family. The support of family and colleagues all makes work easier.

For advertisers, the work is far more than the 8 hours in office, more efforts are outside the offices, such as the needs for various information and understanding of popular culture. Margaret said that she normally read at least two books a week, all types, but she prefers novels more. And she is also a "news fan", to keep up what is happening now. Movies are her favorite too, Margaret watched many movies on the plane due to the busy life, and she always watches the Oscar award-winning filmsbecause it is an important window to understand recent pop culture.
 
This famous ‘The Girl on the Train’ is Margaret’s new favorite 

"Curiosity is important. Curiosity means you always have an open mind to culture.I like popular culture, usually read a lot, and also listen to audiobook while walking. I’d like to go to museum and gallery if I have time". It is a must for advertise man to see more, the more you’ve seen, you realize the less you know.As long as you remain curious, you know you remain engage to the wor, and everyday you are learning new things.

Talking with Margaret, one will unconsciously be attracted to her smile and enthusiasm. Margaret was born in Spain, and she spent most of her childhood in Spain and Mexico, and came to Scotland for college. And because of this job, Margaret has the opportunity to go to many interesting places and meet interesting people all over the world, and she enjoys it. In addition, she loves food, keen to discover good restaurants, and bring family and friends to taste... "A advertise man, has to be a master for life first", Margaret is undoubtedly the best evidence of this sentence.


Q & A:

Working with Tim for over twenty years, what kind of person he is in your eyes?

Tim isridiculously driven to do the right thing whatever that takes, and a very funny and charming person. Although he is a copy based creative, he has a great respect for strategy, he use his strategy to inform creativity. I like to work with him, we respect each other, trust each other. He is one of the most influential people to me regarding on work.

How does Leagas Delaney try to differentiate itself to other boutique agencies?
We’ve been going for 36 years, so comparing to other small boutique agencies, we are more mature. For example, we already have a certain scale with years of experiences, and we are international whereas has a lot big international clients, And we are able to keep the spirit to be young and active, boutique like combine that with lots of international experience and personal experience, which is why clients like to work with us.

Do you see any differences of clients in different countries?
Today’s world is highly globalized, all the clients are worried about the same thing, they’re worried about digital, and how digital affects our business. And all the clients are worried about the purchase is getting smaller, and more channels to spend them in, they’re all very similar. They have different personalities, Italian people are different clients, but they are worried about the same thing, whether I come here or America, I find same concerns.

What kind of actions that Leagas Delaney will take to maintain its leading position in the industry and achieve new successes with all the changes in this digital era?
We have leaders who are proficient in the digital field, and they really understand the digital tools and how best to use it of helping and guiding clients. At the same time, the future will need someone who is more concentrate on one specific field, rather than trying to be an all-around player. No one can excel at everything, and you will need partner with like-minded firms for areas you are not very good at. And for Leagas Delaney, our advantage is the idea and creativity through our works.

Howdoes Leagas Delaneytrain new comers?
Examples are very important. Leagas Delaney gives more opportunities and encouragesnew employees to take part in the on-going projects, learn from the experience. And no one can always make the right decisions, and a relatively relaxing work environment can create more possibilities.

I heard that you were a co-chair of ‘Tiffany Circle’ can you tell us more?
Tiffany Circle wasoriginally set up in America, is a group of currently 900 extraordinary women around world who help to support the work of the international Red Cross and Red Crescent Society. And tiffany circle is a new way of fund raising, every woman that joins paying 5000 pounds, and that money goes directly to support projects we chose for the Red Cross.

I think it opens your eye so much everyday to what is happening. Women are tend to be more venerable, in times of crisis than men, yet women are often most stronger people to help the community to recover after crisis, so I am humble everyday to see how a bit little support can make such a difference to people’s lives, so it hasn't changed my spirit, because I’ve brought up very young to give back to communities, it does open my eyes everyday to how much work has to be done.

What sentiment to share with the advertising industry of young people?
It is still one of the most exciting and desirable areas to enter. Here, as long as you really hard to keep curious, and constantly explore, will soon be able to make great progress. People often ask me, what is the secret of success, my answer is always "very hard to work." As long as the true love, willing to pay, the industry will not let you down.


Remark:
In the interview, Margaret summarized 2016 as "year of change", whether UK left the EU or US president election, will give the world a huge change in the pattern. And the technology revolution in communication, the rise of VR, AR and artificial intelligence, will affect the advertising industry along with the political and economic situations of the world.



周阅读排行

  • 唐·舒尔茨:这是一个令人兴奋的营销变革时代

    舒尔茨博士被全球权威的《销售和营销管理》(Sales and Marketing Management)杂志推举为“20世纪全球80位对销售和营销最有影响力的人物之一”。

  • 与其删他好友,不如约他喝咖啡

    你朋友圈有多少好友呢?一百?两百?还是多到一千?有多少是你真正的朋友,又有多少人从未谋面? 你们或许因为工作关系认识,之后便再没有联系;你们或许是老同学,却因为不同的人生轨迹而渐渐疏远;日积月累,你通讯录里的人数越来越多,“朋友圈”里不是朋友的人也越来越多,多到你都不像以前那么热衷分享自己的状态了。

  • 全力打造本土数字营销帝国

    在国内外大型传播集团齐集中国的情况下,如何集结多家中国炙手可热的本土数字营销公司,建设 一站式数字驱动的整合营销生态链?

  • ADXING广告行聚焦App,打造更专业、高效的移动流量平台——对话ADXING广告行创始人别星

    ADXING广告行究竟有哪些过人之处能在刚创立不久即受到获得投资人的青睐?ADXING广告行又是一个怎样的移动广告交易平台?在12月初上海举行的GDMS2017全球数字营销峰会峰会上,我们见到了别星,有了一番交谈。

详细页的广告

本周推荐

第二排广告